- IU has been named the newest Global Brand Ambassador for Swiss watchmaker Jaeger-LeCoultre, joining a roster that includes Zhang Ziyi and Anya Taylor-Joy.
- Fans had already spotted her wearing the brand's Reverso Classic Duetto during press promotions for her drama Perfect Crown.
- The announcement follows a run of high-profile endorsements for the singer-actress, including deals with Gucci and Estée Lauder.
Lee Ji-Eun, known globally as IU, has been unveiled as the new Global Brand Ambassador for Jaeger-LeCoultre, the Swiss watchmaker known as the “Watchmaker of Watchmakers.”
Eagle-eyed fans had already noticed the singer wearing the Reverso Classic Duetto on her wrist during promotions with Byeon Woo-seok for Perfect Crown. Speaking about her connection to the Maison, IU said what resonates with her most is building something that lasts rather than chasing trends.
The timing lines up with a big year for IU. Her MBC drama Perfect Crown, a contemporary romance set in an alternative-reality Korean monarchy, aired from April through May 2026 and became Disney+’s most-watched South Korean series globally, racking up more than 43 million viewing hours.
IU is no stranger to the ambassador circuit. She was announced as a Gucci ambassador in 2020 and later appeared at Gucci’s Cruise 2024 show at Gyeongbokgung Palace in Seoul, before becoming Estée Lauder’s global beauty ambassador in 2024. She also carries a long-running deal with French jeweler Chaumet.
For the Maison, the move continues a steady push into music and film talent worldwide. Past ambassadors include Zhang Ziyi, Anya Taylor-Joy, Jackson Yee, and Lenny Kravitz.
Similar Maison-level moves have made headlines recently; actor Omar Sy was appointed as a Jaeger-LeCoultre Friend of the House, and Seventeen’s Joshua received the same title earlier this year.
Takeaways
IU’s deal makes her one of the very few K-pop-adjacent solo acts to hold both a beauty and a horology ambassadorship at once, a rare double that speaks to how far her crossover appeal now reaches beyond music charts and into luxury boardrooms.
This is also a notable bet from Jaeger-LeCoultre, a brand historically tied to European and Hollywood names, now doubling down on Korean stars following its Friend of the House ties with Joshua.
Does adding IU signal Jaeger-LeCoultre is prioritizing the Korean and broader Asian luxury market? How might this ambassadorship shape the brand’s marketing for its women’s watch lines, like the Reverso? Could this open the door for more K-pop or K-drama stars to land watch ambassadorships?
