19-05-2025
The South Korean celebrities who are the faces of Swiss luxury brands
While South Korean K-pop idols have long been acknowledged for their strong fanbase and influence on fashion, luxury watch brands are also paying more attention to K-drama actors to reach a wider audience.
Here's a quick list of the Korean stars who are or have been watch ambassadors:
Kim Ji Won
Bvlgari has appointed actress Kim Ji Won as their ambassador, announcing that she is the perfect fit for the brand's identity.
'Kim Ji Won's colourful charm, trendy style, and bright and positive character align well with the brand's image,' Bvlgari said in a media statement.
As the first-ever Korean ambassador, Ji Won represents the brand's iconic jewelry and watches (as well its perfume line), exuding classic elegance and modernity.
Apart from showcasing Bvlgari's latest collections, Ji Won is also the muse for the Divas' Dream collection, which embodies bold and free-spirited women through the brand's iconic fan-shaped motif.
'Bvlgari is a beautiful brand that is cherished globally. I am thrilled to join its magnificent history as an ambassador.
'I look forward to this new journey with Bvlgari as it evolves from the past to the present and future,' says Ji Won, fresh off the heels of her hit drama Queen of Tears.
Suzy Bae
Award-winning actress and singer Suzy Bae is Longines' Ambassador of Elegance.
Bae has received numerous awards since her debut in 2010, and is well-known for her philanthropy, consistently making large donations to worthy causes.
According to Longines, the passion and elegance Bae expresses in all her engagements fall in line with the brand's image as she embodies Longines' values.
A welcome addition to the Longines family, this relationship is sure to appeal to watch lovers and culture enthusiasts around the globe.
Byeon Woo-seok Byeon Woo-seok and Cartier
French luxury brand Cartier has announced its partnership with South Korean actor Byeon Woo-seok.
The newest face of the iconic jeweller, Byeon is fast carving a name for himself in both the entertainment and fashion scene.
'I am delighted and excited to be joining Cartier as an ambassador,' he said in a statement.
'I am honoured to be able to work with Cartier which has endlessly taken on new creative challenges that transcend time while also presenting elegant designs steeped in expert craftsmanship.'
Fresh off his successful drama Lovely Runner, Byeon joins the list of Korean and K-pop stars on the brand's ambassador roster, including V of BTS, Jackson Wang, Jisoo of BlackPink, and Hyunjin of Stray Kids.
Kim Woo-bin Kim Woo-bin and Jaeger-LeCoultre
Korean actor Kim Woo-bin is Jaeger-LeCoultre's Global Ambassador, in full alignment with their elegance and technical innovation.
Known for his impeccable style and charisma, Woo-bin represents the core values of the Swiss watchmaker, combining sophistication and simplicity in his everyday life.
At luxury watch and fashion events, Woo-bin can be seen wearing the brand's watches, including the Reverso Tribute Chronograph.
Since rising to prominence more than a decade ago in box office hits Twenty (2015) and Master (2016), and his first leading role on television in Uncontrollably Fond, Woo-bin has gone on to shine, especially in the recent Our Blues and Black Knight where he shows off his dynamic and refined athletic sensibility.
Wi Ha Jun
Swiss watchmaker Tag Heuer signed on Wi Ha Jun as its Korean brand ambassador when he was fresh from the limelight of the first Squid Game series.
A notable film and TV series actor, he has gone on to other challenging roles in shows such as The Worst of Evil and Gyeongseong Creature.
'I dreamt big since I was a child to become an entertainer, and to overcome boundaries and come as far as I did.
'Partnering with Tag Heuer is a great timely achievement for me, and yet another affirmation to not crack under pressure and go for what you dream for,' said Wi, a passionate philanthropist and supporter of various UN Refugee organisations.
'Wi Ha Jun is an unstoppable, avant-garde spirit whom we are thrilled to welcome as part of the Tag Heuer family in South Korea – one of the very important and growing markets for our brand.
'A rising star even beyond his home borders, he is the perfect embodiment of the elegance and passion for our Connected watch,' Tag Heuer says at the time of the appointment.
Han So-hee
South Korean model and actress Han So-hee, known for her elegance and flair for fashion, has joined the Omega universe of female talents which include names such as Cindy Crawford, Alessandra Ambrosio and Liu Shishi.
She found recognition in the JTBC series The World of the Married in which she played the villainous mistress, leading to further roles in the Netflix-produced My Name and Gyeongseong Creature.
'I really admire Omega for its renowned history in watchmaking, especially when it comes to women's timepieces.
'It's quite an honour to wear that beauty and precision on my wrist and share the brand with so many fans around the world,' says Han.
Raynald Aeschlimann, president and CEO of Omega, says, 'We've been so impressed by Han's career and personality.
'She represents many of the fine qualities that we value, and we're very pleased that she's taken the step to join our brand.'
Ji Chang- wook
A household name in South Korea and beyond, Ji Chang-wook is Rado's brand ambassador.
The award-winning actor has played a wide variety of contemporary and historical characters across a broad range of film, television and web series formats, and is also an accomplished singer, having recorded a number of OSTs (original soundtracks) and starred in Netflix's Korean musical, The Sound of Magic.
'I have always been interested in Swiss watches, especially in unique designs and special materials.
'I'm very happy to star in my new role as brand ambassador for Rado. The Captain Cook is such a beautiful watch that I look forward to wearing it whenever I can,' says Ji.
As Rado's ambassador, Ji models the Captain Cook High-Tech Ceramic Skeleton, which made its debut in the Captain Cook collection under 'The Art of Skeletonisation'.
