BTS member Jungkook (Jeon Jung-kook) added another luxury brand to his growing list of global partnerships. On July 2, 2026, British luxury jewelry house Graff announced the singer as its first-ever global ambassador since the brand was founded 66 years ago.
Graff introduced BTS’s ‘Golden Maknae’ as its new global ambassador and revealed that he would star in the new Laurence Graff Signature campaign, showcasing pieces from the brand’s iconic goldwear collection. The announcement came after days of speculation among fans.
On June 23, 2026, Jungkook was seen wearing multiple Graff rings during his departure from South Korea to Madrid, Spain, alongside his BTS bandmates for the group’s European concert schedule. The jewelry he wore was estimated to have a combined value of around $126,500, prompting fans to speculate that a partnership with the luxury house was on the way. Following that on June 1, the brand also released a teaser video further igniting the speculation.
Along with the announcement, the company unveiled its latest Laurence Graff Signature campaign starring the BTS member. The brand released a video and three campaign images.
In the campaign, Jungkook is dressed in a black suit layered over a black T-shirt while showcasing pieces from the Laurence Graff collection. The line reimagines founder Laurence Graff’s signature approach to exceptional diamond cutting through faceted precious metal links in bold gold designs.
The campaign images and teaser quickly spread across social media, where fans celebrated both the collaboration and the significance of the announcement. Many pointed out that the idol had become the first global ambassador in Graff’s history, describing the appointment as another major milestone in his career. One fan wrote,
“Need a perspective of how prestigious Graff is? Queen Elizabeth II and Princess Diana wore the brand. Jungkook is its first ever Global Brand Ambassador in history. This is another league.”
Many others echoed similar sentiments, congratulating Jungkook on the achievement. Several fans pointed out that Graff’s decision to choose him for its first-ever global ambassador role reflected his worldwide influence and standing.
Others expressed their excitement over the announcement, saying they were thrilled and proud of the youngest BTS member for achieving another major collaboration. Many also felt he was the ideal choice to represent the luxury jeweler.
Graff CEO welcomes Jungkook as global ambassador; BTS star says he is ‘profoundly honored’
Graff also shared a statement from its Chief Executive Officer, François Graff, following the announcement. He described Jungkook as a cultural icon whose artistry aligns with the luxury jeweler’s creative vision. The CEO also expressed,
“Jung Kook is a cultural icon, known for his multifaceted talents. His performances are bold yet refined, crafted with a brilliance that is impossible to ignore. Just as we at Graff push the boundaries of what is achievable in luxury jewellery, Jungkook continually challenges creative boundaries in his work. We are delighted to welcome him as Graff’s new global ambassador.”
Speaking separately to WWD on the same day, François Graff echoed similar sentiments. He said the idol’s multifaceted talent and commitment to artistic excellence reflected the values Graff represents.
“He always offers remarkable performances. Just like Graff, which strives to push the boundaries of high jewelry, [he] explores and constantly surpasses those of his creativity” said François Graff.
Jungkook also commented on the partnership, saying he felt “profoundly honored” to join Graff as its newest global ambassador. He described the British luxury house as “the originator of so many legends throughout the decades,” expressing his appreciation for becoming part of the brand’s legacy.
With the Graff announcement, the singer has further expanded his portfolio of global luxury partnerships. The BTS star is also associated with Hublot, Chanel Fragrance and Beauty and Calvin Klein, adding Graff as another internationally recognized brand to his list of collaborations.
The announcement coincides with Jungkook’s ongoing activities with BTS on the ARIRANG World Tour. At the time of the reveal, the group is set to take the stage for the second night of its Brussels concerts at King Baudouin Stadium on July 2.
Edited by Adrija Chakraborty
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