- SEVENTEEN's Joshua has been officially named a Friend of the House by Swiss luxury watchmaker Jaeger-LeCoultre, announced through Episode 4 of the brand's intimate interview series The Hour Before.
- Joshua appeared in the campaign wearing the iconic Reverso watch and even assembled a Reverso case on camera, tying his personal discipline and artistry to the brand's watchmaking precision.
- The partnership follows Joshua's high-profile appearances at Watches and Wonders Geneva 2026, where his presence at the Jaeger-LeCoultre booth generated significant buzz, making the official announcement a natural progression.
- Joshua's self-described values (calm, ambitious, honest) and his long-standing love of fine timepieces made this collaboration feel authentic rather than transactional.
SEVENTEEN vocalist Joshua Hong has officially been named a Friend of the House by Swiss luxury watchmaker Jaeger-LeCoultre, announced through Episode 4 of the brand’s intimate interview series The Hour Before. The collaboration reflects shared values of precision, discipline, and authenticity.
Through the series, Jaeger-LeCoultre introduces internationally acclaimed artist and member of SEVENTEEN, Joshua, as Friend of the House, a partnership built on a shared appreciation for artistry, precision, and dedication to craft.
During the interview, Joshua carefully assembled the case of the Maison’s iconic Reverso watch, calm and focused throughout the process, before admitting he was “really scared” about getting it wrong.
Joshua’s appearance at the Maison’s space at Watches and Wonders Geneva 2026 attracted significant attention from luxury enthusiasts, collectors, and fans, reinforcing the perception that the partnership was a natural progression rather than a marketing exercise.
This a smart fit for Jaeger-LeCoultre, whose Asian ambassador roster has previously included actor Kim Woo-Bin, named global ambassador in 2021, and Chinese actress Zhang Ziyi, alongside Lenny Kravitz and Nicholas Hoult.
For Joshua, this adds to a growing luxury portfolio. Earlier in 2026, he walked the Golden Globes red carpet as a Lexus brand ambassador, making him the first male K-pop idol to attend the ceremony. He also holds ambassador roles with Givenchy Beauty and Scottish cashmere house Barrie.
This kind of cross-category brand stacking is becoming a hallmark of top-tier K-pop solo power, similar to how Stray Kids’ Felix landed his Adidas Global Icon deal or how BOYNEXTDOOR secured their LG U+ honorary ambassadorship.
SEVENTEEN released their fifth studio album Happy Burstday in May 2025 and remain one of K-pop’s biggest active acts globally.
Takeaways
This partnership signals something bigger than a watch deal. Jaeger-LeCoultre isn’t chasing a trend, it’s building a sustained K-pop bridge, having already worked with Kim Woo-Bin, Jackson Yee, and Zhang Ziyi.
Adding Joshua, a K-pop idol with genuine watch-geek credentials and a cross-cultural fanbase, is a calculated next step.
And for Joshua personally, landing a Swiss maison partnership while also being a Lexus ambassador at the Golden Globes shows a solo brand identity forming entirely separate from the SEVENTEEN umbrella. That’s rare for a member of a 13-person group.
Does Joshua’s long-standing passion for watchmaking make this one of the most authentic K-pop luxury partnerships we’ve seen? Could Joshua’s JLC deal open the door for other SEVENTEEN members to secure individual luxury watch partnerships?
