Major Ambassador Appointments Everyone Is Talking About in 2026

What is celebrity culture if not a bridge for those who aspire to live a life of refinement? It is the same idea that the ultra-exclusive club of watches and jewellery stands for. A well-crafted necklace or a cutting-edge timepiece is oftentimes a gateway to a century-long legacy. Acquiring it means acquiring a piece of history. That’s not to mention its weight as a symbol of status. Needless to say, luxury houses impose strict standards when it comes to courting the company they wish to keep. These high-profile figures tower above their contemporaries, not only for their large following but also for their values, which seamlessly align with the brands they work in tandem with.

FLORENCE PUGH FOR BVLGARI

“Becoming a Bvlgari ambassador is about more than wearing extraordinary jewellery, it’s about being part of a legacy that celebrates fearless female artistry, where every creation tells a story. I’m honoured to partner with a Maison that allows me to express my individuality while embodying its spirit”.

BYEON WOO-SEOK FOR BVLGARI

“I am very delighted to be working with Bvlgari. I am deeply drawn to the beautiful, bold creativity and the profound heritage of the Maison. Through my upcoming activities as an ambassador, I want to fully convey those values to many people.”

CHAEMIN LEE FOR PIAGET

“It is truly meaningful to experience up close the heritage and craftsmanship of a Maison with over 150 years of history. I look forward to creating inspiring stories together with Piaget.”

DUA LIPA FOR BVLGARI

“It is incredibly special to work alongside an iconic brand like Bvlgari, and I’m thrilled to be part of a house that embodies confidence, creativity, and modern femininity. Their pieces always add the perfect finishing touch, transforming a look into a real moment.”

JAKE GYLLENHAAL FOR BVLGARI

“I’ve always felt close to Bvlgari for the way it blends beauty with meaning: there is a generosity in the Maison’s approach toward craftsmanship, culture, and human stories. Authenticity, to me, is rooted in our relationships, the people we care about, the dedication we bring to what we all create, but most of all being true to oneself.”

JUNG KOOK FOR HUBLOT

“Performing Dreamers at the FIFA World Cup in 2022, with Hublot as Official Timekeeper of the competition, was a moment where time and music felt connected. Now, collaborating with Hublot feels like that moment coming full circle. I’ve always admired the brand’s confidence, its craftsmanship, its way of creating its own path.”

LEE JONG-SUK FOR MIDO

“Time has become increasingly precious to me. Being part of the Mido universe reminds me how important it is to slow down, appreciate every moment, and stay connected to what matters most.”

NATALIE PORTMAN FOR TIFFANY & CO.

“It is an honour to be Tiffany & Co.’s newest global house ambassador. The house has an incredibly rich heritage and is beloved for its unparalleled craftsmanship and creative excellence. I am excited to be a part of the Tiffany & Co. legacy.”