Through its interview series The Hour Before, Jaeger-LeCoultre has officially announced Joshua Hong of SEVENTEEN as its newest Friend of the House. More than a conventional ambassador announcement, the collaboration unfolds as a dialogue—one built upon a shared appreciation for artistry, precision, and a dedication to craft.
For Jaeger-LeCoultre, the appointment feels particularly fitting. Since debuting with SEVENTEEN in 2015, JOSHUA has become recognised not only for his distinctive vocals and stage presence, but also for an artistic approach defined by consistency and continual refinement. From his formative training years in South Korea to performing before audiences around the world, he has grown within one of the most dynamic and closely self-produced groups in global music, cultivating a mindset shaped by collaboration, attention to detail, and a constant pursuit of improvement.
These values resonate deeply with the culture of Jaeger-LeCoultre’s Manufacture in the Vallée de Joux, where excellence is achieved through time, precision, and the mastery of countless carefully considered gestures. Every component, adjustment, and finishing detail reflects discipline and respect for craft. In many ways, JOSHUA’s artistic evolution mirrors the Maison’s own philosophy: that refinement is the product of patience, dedication, and perseverance.
“We are delighted to welcome JOSHUA to the Jaeger-LeCoultre family,” said Jérôme Lambert. “His sincerity, his discipline and his commitment to his craft resonate with the values of our Maison.”
In The Hour Before, JOSHUA engages in the assembly of a Reverso case while reflecting on pivotal moments from his personal and professional journey. The format reveals subtle parallels between the world of fine watchmaking and his own experiences, touching on themes of discipline, repetition, teamwork, and the pursuit of progress over time. In doing so, it not only highlights his calm presence and natural sense of balance, but also captures a sincerity and ease, offering a rare glimpse into the thoughtful presence beyond the spotlight.
