BTS's Jungkook has been officially named the first global ambassador for Graff. The British jewelry brand boasts a 66-year history in the high jewelry world and creates the world's most expensive watches. The face of BTS's youngest member now graces the Laurence Graff Signature collection campaign.
Through its official website, Graff proudly introduces Jungkook as "pop royalty," a pop star equivalent to royalty. For the first time in Graff's history, the jewelry brand has appointed a global ambassador since its inception. Previously, TWICE's Sana joined as Graff's brand ambassador for Japan.
In another statement released on his official Instagram, Graff CEO Francois Graff revealed his reasons for choosing BTS's Jungkook as the face of the jewelry brand. "Jungkook is a cultural icon, known for his diverse talents.
His style is bold yet refined, honed with a flair that is impossible to ignore. Just as we at Graff continue to push the boundaries of what fine jewelry can achieve, Jungkook continues to challenge the boundaries of creativity in his work, and we are thrilled to welcome him as Graff's newest global ambassador."
This makes Jungkook the third member of BTS to be appointed as a global ambassador for a global jewelry brand, following Jimin's previous engagement with Tiffany & Co. and V's collaboration with Cartier in 2023.
Several keen-eyed fans noticed BTS's Jungkook wearing a Graff jewelry collection when he was spotted at Incheon International Airport before his flight to Madrid on Tuesday (June 23, 2026). Jungkook sported a stack of gold rings on both hands, the same ones he also wore in the Laurence Graff Signature campaign photos.
In the released photo, BTS's Jungkook appears in a black suit, showcasing the opulence of gold earrings, bracelets, stacks of necklaces, and rings that adorn his fingers. One of the most striking items is the Laurence Graff Signature Large Chain Necklace, a gold chain necklace worth up to $80,000.
For your information, the Graff jewelry brand, which appointed BTS's Jungkook as its global ambassador, created the world's most expensive watch, the Graff Diamonds Hallucination, in 2014. The watch is estimated to be worth $55 million. Exhibited at the Baselworld luxury watch exhibition, it features 110 carats of diamonds in various colors.
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