Luxury brand ambassadors 2026: Jung Kook, Natalie Portman, Shohei Ohtani, and Shu Qi lead the new wave

Luxury houses are looking well beyond traditional star power when it comes to brand ambassador appointments. From South Korea’s Jung Kook for Hublot and Park Bo-gum for Omega, to Natalie Portman for Tiffany & Co. and Shohei Ohtani for Grand Seiko, this new wave of partnerships reflects a broader shift.

Today, it is less about visibility alone, and more about alignment — choosing personalities who bring credibility, cultural resonance, and a clear point of view. Across watches, jewellery and fashion, these signings show how luxury brands are sharpening identity while speaking to new global audiences.

Hublot x Jung Kook

This February, Hublot welcomed BTS’ Jung Kook as its newest ambassador, celebrating the partnership in Seoul. The collaboration pairs the K-pop powerhouse – boasting more than 20 billion on-demand streams globally – with the Big Bang Original Unico, the Swiss watchmaker’s freshly reinvented icon launched earlier in January.

However, the connection between the maison and one of pop’s biggest global names is not entirely new. Jung Kook performed Dreamers at the opening ceremony of the 2022 FIFA World Cup, where Hublot was the official timekeeper, lending this latest partnership an added sense of continuity.

The alliance sees the melding of two worlds driven by fusion and originality: a watchmaker that has reshape modern horology and an artist who has defined the sound and rhythm of a generation.

Tiffany & Co. x Natalie Portman

The US jeweller named Hollywood star Natalie Portman as its latest global house ambassador in March, marking a new chapter in the brand’s storytelling while drawing on a legacy of celebrating love and connection since 1837.

The Oscar-winning actress, producer, director, author and activist was shot by Gordon von Steiner at The Landmark, Tiffany’s Fifth Avenue flagship, wearing pieces from the HardWear, Knot, Sixteen Stone, and T by Tiffany collections. A campaign film was also unveiled during the recent broadcast of the 98th Academy Awards.

Portman has been on a productive streak. Arco, an animated film produced by her production company MountainA, earned a Best Animated Feature nomination at the 2026 Oscars, while two upcoming producing and acting projects — The Gallerist and Netflix romantic-comedy Good Sex — are expected to premiere later this year.

Longines x Henry Cavill

Longines appointed Henry Cavill as its Ambassador of Elegance in 2025, tapping the British actor’s blend of classic charm, striking presence, and modern appeal to front a Swiss manufacture that has been crafting timepieces since 1832.

The partnership has since deepened with the March relaunch of the HydroConquest collection, which introduces two new sizes, fresh dial variations, and a Milanese mesh bracelet option. Shot on the dramatic shores of Tenerife, the accompanying campaign featuring Cavill is a fitting backdrop for a watch that transitions seamlessly between sporty function and polished refinement.

Beyond the collaboration, Cavill also has a busy year ahead. Fans can expect to see him alongside Jake Gyllenhaal in Guy Ritchie’s upcoming action-thriller In the Grey, return as Sherlock Holmes in Netflix’s Enola Holmes 3, and in the highly anticipated single-player video game project Squadron 42.

Grand Seiko x Shohei Ohtani

Grand Seiko’s partnership with Shohei Ohtani marks a move that extends far beyond sport. Widely regarded as one of the most exceptional athletes of his generation, the Japanese baseball legend currently with the Los Angeles Dodgers has redefined the game by excelling as both pitcher and hitter — a rare dual role that has drawn global attention.

The project reflects a shared philosophy grounded in a deep respect for the value of time and a commitment to approaching each moment with sincerity. Both Grand Seiko and Shohei Ohtani share the belief that sustained effort ultimately shapes the future.

Cartier x Jacob Elordi

Jacob Elordi made his debut as a Cartier ambassador with the launch of the maison’s Love Unlimited collection, reuniting with Sofia Coppola for the campaign. The pair previously worked together on Priscilla, Coppola’s 2023 biographical drama in which Elordi starred as Elvis Presley.

Shot in New York City and photographed by Coppola, the project sees the Australian actor in an atmospheric exploration of the city, with behind-the-scenes stills captured by Elordi’s sister, photographer Isabella Elordi. The laid-back images give the campaign a personal, unhurried quality that feels more like a weekend in New York City caught on film than a conventional luxury shoot.

Omega x Park Bo-gum

Omega welcomed South Korean actor Park Bo-gum as a brand ambassador last December, adding him to a roster that includes George Clooney, Nicole Kidman, Daniel Craig, and fellow Korean star Hyun Bin.

Park has been a household name in Korea since Reply 1988 (2015) and Love in the Moonlight (2016), but his international profile grew significantly in 2025 with Netflix’s When Life Gives You Tangerines, followed by a physically demanding role as a former national boxing champion in Good Boy.

For the announcement on the collaboration, Park wore the Omega Seamaster Planet Ocean with a blue bezel, a stainless steel watch that reflects his dynamic spirit and appreciation for precision craftsmanship.

Cartier x Shu Qi

In Cartier’s Ballon Bleu photo series, Taiwanese actress Shu Qi brings a distinctive sense of calm confidence to the collection. The watch, which is defined by its domed case and signature blue crown, reflects Cartier’s identity as the Watchmaker of Shapes, rethinking the circle through a jeweller’s lens.

Meanwhile, Shu Qi’s appeal lies in her authenticity and independence. She moves with quiet assurance, responding to change with poise — qualities that mirror Cartier’s own design language. It is a natural pairing, grounded in a shared understanding of elegance that feels both current and enduring.

Chanel x Norawit Titicharoenrak

This March, the French maison named Thai actor and musician Norawit "Gemini" Titicharoenrak as house ambassador, tapping one of Thailand’s fastest-rising young stars to represent the brand’s rapidly expanding presence in Asia. He joins Chanel’s select group of male multi-hyphenate creatives that includes G-Dragon, Kendrick Lamar, and ASAP ROCKY.

Best known for My School President, the actor and musician has been building momentum across the screen and music, with the upcoming romantic drama series Ticket to Heaven set to further raise his profile later this year.

His relationship with Chanel has already been taking shape through appearances at several key shows and events, including the Fall-Winter 2025/26 Ready-to-Wear show, the Cruise 2025/26 show in Singapore, and the Metiers d’art 2026 show in New York City.