This Korean heartthrob is Longines’ new Ambassador of Elegance
Man of the times
You need a certain panache to be a Longines rep. Especially as it comes with a fairly hefty title styled as the 'Ambassador of Elegance'. Just look at these names if you need a point of reference: Oscar-winning actress Kate Winslet, Hong Kong superstar Aaron Kwok, Bollywood icon Aishwarya Rai Bachchan, and seven-time Olympic medalist Kohei Uchimura. A tableau that's larger than life sounds about right. And now adding to this collective star power is Jung Woo-Sung, a veteran in South Korea's film industry whose slew of iconic leading roles have cemented him as one of the most recognisable faces in K-entertainment.
Tapping on his popularity and talent — Jung is also an accomplished director and producer — Longines has formally inducted the thespian into their ranks to embody the values of excellence and elegance. A role Jung will no doubt pull off with aplomb, as this isn't his first ambassadorial gig on an international platform. He was appointed the UNHCR Goodwill ambassador back in 2014 (the first Korean to receive this honour) and has since leveraged his fame to advocate for refugees from third world and war-torn nations.
Jung joining the Longines family also ties in with the brand's latest launch in South Korea, the Conquest V.H.P collection, which debuted with pomp and circumstance at the Seoul Museum. Guests and celebrities were in attendance, experiencing the rich history of this signature Longines creation through archived photographs and vintage ads, as well as a selection of historical timepieces brought out for the exhibition. With a personal mission to promote the highest of human ideals aligning with the Conquest V.H.P's manifesto that extols great precision, high technicality and sporty sophistication, it's not hard to see why Jung is a shoe-in for this prestigious role.