8 of the biggest name Korean ambassadors for luxury watches: Blackpink’s Lisa reps Bulgari, Jisoo works with Cartier, Hyun Bin and Han So-hee scored Omega gigs and Wi Ha-joon works with Tag Heuer

Mar 17 , 2023

Hyun Bin, Han So-hee, Wi Ha-joon and Jisoo are all big names in K-pop and K-drama – and they all endorse luxury watch brands as a result. Photos: @vast.ent/Instagram; Omega; @wi__wi__wi, @sooyaaa__/Instagram

From BTS’ Jimin for Dior, to Suga for Valentino and NewJeans’ Hyein for Louis Vuitton, fashion brands are known to work with K-pop stars – but what about luxury watch companies?

Crash Landing on You’s Hyun Bin joins George Clooney, Daniel Craig and Nicole Kidman at Omega, Kim Woo-bin reps Jaeger-LeCoultre, Piaget chose Gong Hyo-jin, and Lee Seung-gi works with Breitling

The Korean wave isn’t showing any signs of slowing down.

As K-drama stars and K-pop idols continue to dominate in global showbiz, luxury brands are taking note and scrambling to secure endorsement deals with the biggest stars in the industry. It’s only a few months into 2023 and there’s already been a flurry of new endorsement deals, from BTS’ Jimin and Dior, to Suga and Valentino, NewJeans’ Hyein and Louis Vuitton, and Danielle for Burberry … the list goes on.

Luxury watch brands are also keen to get their foot in the door with big-name Korean celebs. From Omega and Cartier to Tag Heuer, here’s a look at the mega deals between Korean stars and luxury watch brands:

1. Hyun Bin – Omega

Crash Landing on You’s Hyun Bin became an ambassador for Omega three years ago. Photo: @vast.ent/Instagram

After starring in the K-drama Crash Landing on You, Hyun Bin was selected as the first Korean global ambassador for Omega in 2020, joining Hollywood’s George Clooney, Nicole Kidman and Daniel Craig as a rep, according to Soompi.

Recently, Hyun Bin and Clooney both appeared in the same campaign promoting the Swiss brand’s iconic Speedmaster ‘57 model. The heartthrobs embodied the different vibes of each timepiece – one for its classic iconic look and the other for its modern, chic spirit.

Hyun Bin looking the epitome of style in an Omega campaign from 2022. Photo: Omega

The 40-year-old Korean superstar was the perfect choice for the brand thanks to his “exceptional skill that allows him to boldly and confidently portray the character he wants,” according to a statement from Omega’s CEO Raynald Aeschlimann, “Furthermore, as a flawless type of actor, we were confident that he could work with Omega’s perfect and excellent timepieces.”

2. Han So-hee – Omega

Han So-hee is one of Korea’s biggest K-drama stars. Photo: @xeesoxee/Instagram

Last year, Omega announced Han So-hee as a new ambassador for the brand, declaring that she’s “one of South Korea’s most talented leading ladies” in an official Twitter post.