Joshua of SEVENTEEN receives good news.

Joshua, a member of the global boy group SEVENTEEN, joins the ranks of Jaeger-LeCoultre's prominent brand ambassadors alongside Anya Taylor-Joy and Jackson Yee.

SEVENTEEN's Joshua becomes Jaeger-LeCoultre's new "brand friend".

Photo: Jaeger-LeCoultre

SEVENTEEN member Joshua has been announced as the new "Friend of the Maison" by the Swiss luxury watch brand Jaeger-LeCoultre. The announcement was made through the short film project "The Hour Before ," which reveals an intimate look at his artistic journey and personal values ​​that have made him a suitable face for the nearly 200-year-old watchmaker.

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In the new series, Joshua appears at the Jaeger-LeCoultre workshop in Vallée de Joux (Switzerland), directly learning about the crafting process of the iconic Reverso watch. Images of the artist participating in assembling the watch case are interwoven with conversations about perseverance, discipline, and self-improvement, creating a connection between performance art and high-end craftsmanship. A Jaeger-LeCoultre representative stated that what attracts the brand to Joshua is not only his global influence but also his sincerity and unwavering commitment to self-improvement. These are also the values ​​that have helped Jaeger-LeCoultre maintain its position as one of Switzerland's most prestigious watchmakers for nearly two centuries.

Joshua, whose real name is Hong Ji Soo (Joshua Hong), was born in 1995 in Los Angeles, USA. He is a member of the boy group SEVENTEEN, which debuted in 2015 under Pledis Entertainment. He is part of the group's vocal team and is loved by audiences for his warm voice, elegant image, and calm demeanor. Not only is he prominent in music , Joshua has also continuously expanded his influence in the international market recently. In early 2026, the singer became one of the K-pop figures attracting international media attention when he appeared at the 83rd Golden Globe Awards. Many international news outlets noted this as a significant milestone in the journey of K-pop artists reaching top entertainment events in the US.

Shortly after, Joshua continued to attract attention when he appeared at Super Bowl LX at the invitation of the NFL. This was the idol's first time attending America's biggest sporting event, and he became one of the Asian artists receiving special attention from international media at Levi's Stadium. Alongside his individual activities, Joshua maintained his schedule with SEVENTEEN. The 13-member group continues to be one of the most successful representatives of the global K-pop wave, with numerous international tours and a strong influence in Asia, America , and Europe.

Joining Jaeger-LeCoultre also places Joshua alongside many famous names who have collaborated with the brand, such as Anya Taylor-Joy, Jackson Yee, and Lenny Kravitz. According to Prestige Online , Joshua currently has an estimated net worth of around $2.5 million (over 65 billion VND), accumulated from music, advertising, fashion, and personal projects in addition to his career with SEVENTEEN.

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Source: https://thanhnien.vn/joshua-cua-seventeen-don-tin-vui-moi-185260609183837745.htm