Jungkook adds yet another brand to his portfolio with this new gig.
Graff, the UK-based jeweler and watchmaker, announced the appointment of South Korean singer and performer Jungkook as its new global ambassador. Alongside the appointment, Graff has unveiled a new campaign for the Laurence Graff Signature Collection, starring Jungkook, pop star and style icon.
Dubbed “The King of Diamonds” (the brand was the first jewellery recipient of the Queen’s Award for Industry and Export in history), Graff is one of the world’s top high jewellery brands. With a history spanning over half a century and the recognition of the British monarchy, Graff has carved a reputation for its high-quality diamonds and exceptional craft.
Today, Graff’s designs have become enduring jewelry staples among celebrities, from screen legends such as Elizabeth Taylor to modern-day style icons like Angelina Jolie or even David Beckham.
Jungkook, one-seventh of the K-pop trailblazing group BTS and solo artist, now joins the ranks. In a press statement shared on July 2, Graff welcomes the South Korean star as a global brand ambassador.
“As a global ambassador for Graff, a brand that has built numerous legends over many years, I am deeply honored to be able to join them,” the artist shared of his new role.
Meanwhile, François Graff, CEO of the family-run company and son of founder Laurence Graff, expressed his excitement for the new association. “Jungkook is a cultural icon, recognized for his multi-faceted talent. His bold yet sophisticated performances radiate an undeniable brilliance,” he said. “Just as Graff constantly pushes the boundaries of possibilities in the world of luxury jewelry, Jungkook also continuously challenges himself to explore new frontiers in his own expression. His unwavering passion for his creative work is vividly reflected in this new campaign, and we are thrilled to welcome him as Graff’s new global ambassador.”
The campaign in question?
Along with the announcement of Jungkook’s new role, Graff presented its latest advertising campaign for the Laurence Graff Signature Collection. The collection, consisting of geometric diamonds incrusted in white, yellow and rose gold, is one of the brand’s icons and perfectly captures Graff’s DNA.
In the campaign, lensed by Norwegian photographer Sølve Sundsbø—who you might recognize for iconic campaigns and magazine fronts such as the George Clooney & Brad Pitt GQ cover—Jungkook embraces the brand’s signatures. Dressed in an all-black ensemble that allows the jewellery to take center stage, the singer showcases the collection’s range: statement necklaces, pendants, earrings, rings and bracelets.
The designs, some covered in diamond pavé, others adorned with a single gemstone, offer alternatives for all types of jewelry wearers and Graff customers. “The collection allows for diverse styling, enabling each wearer to express their individuality by freely combining various gold jewelry pieces or layering sparkling pavé diamond pieces. This allure is vividly captured in the visuals by Jungkook,” added the brand in the press release.
Jungkook’s growing influence in the industry
Graff is the latest brand to tap into the buzz and selling power of Asian celebrities, as well as Jungkook’s marketability and influence. Earlier this year, the star joined Swiss watchmaker Hublot as a brand ambassador. The association drove $32.3 million in Media Impact Value—data company Launchmetrics’ proprietary machine algorithm that assigns monetary value to media activity to measure impact in marketing performance.
“For comparison, Jungkook’s announcement garnered 141% more MIV in one week than the total MIV obtained by Hublot in a regular month in 2025 ($13.4M),” Launchmetrics told No Manners of the partnership.
Additionally, Jungkook also serves as an ambassador for brands in other segments of the beauty and fashion industry, including Chanel Beauty and Calvin Klein.
