BTS member Jungkook has made history as the first-ever Global Brand Ambassador for British luxury jewelry house Graff since the brand was founded in 1960.
The announcement marks a major milestone for Graff, which had never previously appointed a global ambassador in its 66-year history. Jungkook now becomes the first artist to represent the iconic diamond brand worldwide.
Campaign Highlights
- Collection: Laurence Graff Signature
- Featured Pieces: Diamond earrings, necklaces, bracelets, and rings.
- Concept: Elegant visuals set against golden-toned backgrounds that fans say resemble the aesthetic of Jungkook's GOLDEN album.
Global Impact
- Graff reached a 100% peak on Google Search following the announcement.
- The brand's online trends were dominated by topics related to Jungkook.
Official Statements
CEO François Graff said Jungkook's bold performances, refined style, and boundary-pushing artistry perfectly reflect Graff's commitment to exceptional craftsmanship and timeless luxury.
Jungkook shared that it is an honor to represent Graff, describing the brand as a legendary name in the world of fine jewelry.