For 66 years, Graff built its reputation as one of Britain’s most exclusive luxury jewelers without appointing a global ambassador. That changed this week when the company chose Jung Kook of BTS, a South Korean pop group whose worldwide success helped transform K-pop into one of the country’s most influential cultural exports.
The appointment makes Jung Kook the first global ambassador in Graff’s history, marking a notable shift for a luxury house that has traditionally relied on its heritage, craftsmanship and exclusivity rather than celebrity-led global campaigns.
Graff announced the partnership on July 2, describing Jung Kook as a cultural icon whose versatility and artistic ambition reflect the brand’s own pursuit of innovation in high jewelry. The company said his performances combine boldness with sophistication and that his creative vision aligns with Graff’s philosophy of continually redefining luxury.
The campaign accompanying the announcement features Jung Kook wearing pieces from Graff’s Laurence Graff Signature collection, including an ear cuff, necklace, bracelet and rings. The visual styling also echoes imagery from GOLDEN, his debut solo album, connecting the campaign with the artist’s solo career.
The partnership adds another major luxury name to Jung Kook’s growing international portfolio. He also serves as a global ambassador for Calvin Klein, Hublot and Chanel Beauty, making him one of the few Korean entertainers to represent leading brands across fashion, watches, beauty and now high jewelry.
For Graff, however, the announcement represents more than the addition of another celebrity ambassador. The company is abandoning a six-decade tradition at a time when luxury brands are increasingly competing for younger consumers through globally recognized entertainment figures rather than conventional advertising.
South Korean artists have become central to that strategy. Once viewed primarily as ambassadors for Asian markets, they are now fronting worldwide campaigns as luxury companies seek audiences that span North America, Europe and the Middle East. Their influence extends well beyond album sales, generating global engagement across fashion, social media and popular culture.
Graff’s decision to make Jung Kook its first-ever global ambassador illustrates how the rise of South Korea’s entertainment industry is reshaping luxury marketing. For one of Britain’s oldest high-jewelry houses, breaking a 66-year precedent was less about changing a spokesperson than acknowledging where global cultural influence now resides.
