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Celebrity Power Drives Luxury: Male Stars Ignite Jewelry and Watch Trends, From BTS's Jungkook to Actor Cho In-sung

From Liberty Times · () Chinese

Translated from Chinese, summarized and contextualized by DistantNews.

At a glance

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  • Luxury brands increasingly tap popular male celebrities to boost sales of jewelry and watches, leveraging their influence over fans.
  • BTS member Jungkook's role as a global ambassador for Graff has sparked significant fan interest in the brand's jewelry.
  • Actors like Cho In-sung and athletes have also driven trends by showcasing watches from TAG Heuer and Hublot, highlighting the growing male market for luxury accessories.

Luxury brands are increasingly harnessing the star power of popular male celebrities to drive sales of jewelry and watches, recognizing the significant "he-economy" influence that can convert fan admiration into purchases. This trend sees not only neutral-themed watches but also jewelry, traditionally seen as a female accessory, being promoted by male stars.

He is a global brand ambassador for Graff.

— GraffGraff announced South Korean BTS member Jungkook as its global brand ambassador.

Recent examples include BTS member Jungkook's appointment as a global brand ambassador for Graff. His appearance in the brand's "Laurence Graff Signature" campaign, featuring layered gold necklaces, bracelets, and earrings, has generated considerable buzz among fans, known as ARMY. The timing, coinciding with BTS's world tour, amplified the discussion around his understated yet recognizable style.

Italian jewelry brand DAMIANI has also tapped into this strategy, with Stray Kids member I.N showcasing their new "Belle Époque Cross" necklaces. His appearance at the brand's flagship store opening in Seoul, highlighting the vibrant blue-green hues of Paraiba tourmaline and diamonds, quickly captured attention. The pieces, inspired by the Blue Grotto on Capri, are presented as both collectible and suitable for daily wear, attracting younger consumers to high-end jewelry.

He wore a yellow gold necklace, pendant, bracelet, and earrings.

Describing Jungkook's appearance in the Graff campaign.

While watches have long been a domain for male celebrity endorsements, brands are now more strategically creating buzz. TAG Heuer featured actor Cho In-sung on the cover of Korea's "ARENA HOMME+" magazine, pairing his various looks with their Monaco Evergraph and Monaco Chronograph watches, emphasizing the fusion of their iconic square case with racing aesthetics. Baseball player Lee Jung-hoo also shared lifestyle photos wearing a Monaco Chronograph, integrating luxury watchmaking into a casual, sporty style.

He wore the Belle Époque Cross Marea necklace.

— DAMIANIStray Kids member I.N wore the new Belle Époque Cross necklace from DAMIANI.

Furthermore, NFL star Patrick Mahomes, attending the wedding of Travis Kelce and Taylor Swift as a close friend of the groom, sported two different Hublot timepieces with his suit. This high-profile event once again placed Hublot watches in the spotlight, underscoring the celebrity endorsement strategy across various luxury sectors.

He wore the Monaco Evergraph Chronograph and Monaco Chronograph watches.

— TAG HeuerCho In-sung was featured wearing TAG Heuer Monaco watches.
DistantNews Editorial

Originally published by Liberty Times in Chinese. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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