Swiss fine watchmaking Maison Jaeger-LeCoultre has named Joshua—an internationally acclaimed artist and a member of K-pop group SEVENTEEN—as its new Friend of the House. Unveiled through the Maison’s interview series, “The Hour Before,” the collaboration reflects a shared philosophy of artistry, precision, and craftsmanship.

As a member of SEVENTEEN, Joshua has steadily grown in the global music market. The group’s members also take part directly in creating their music and performances, delivering highly polished stages through close collaboration and relentless practice. Within that, Joshua has honed his own color and presence. His strength lies in a calm yet unwavering focus.

His journey—from trainee to the world’s biggest stages—has been one of steady growth. Grounded in authenticity, teamwork, and a refined sensibility, Joshua has built an identity all his own—one that also aligns with the values Jaeger-LeCoultre pursues.

At Jaeger-LeCoultre, excellence is achieved through time, precision, and countless meticulous processes. Every component, adjustment, and finishing detail reflects restraint and respect for craftsmanship. Joshua’s artistic journey connects with this Maison philosophy: true excellence is not achieved overnight, but shaped through long-term dedication and consistent effort.

Joshua’s style balances simplicity with understated elegance—modern yet classic. His path as an artist, too, has been less about flashy transformation than about refining his own color through experience.

On stage and in everyday life alike, Joshua’s ease and authenticity come through. His unforced confidence and well-balanced style create a natural, sophisticated aura. It’s a sensibility that echoes Jaeger-LeCoultre’s philosophy. For the Maison, sophistication comes not from showmanship but from depth of design. Like the Reverso, beloved for its clean lines, Joshua shapes his own atmosphere with a flexible charm and a distinct individuality.

Through “The Hour Before” series, Jaeger-LeCoultre introduces a new journey with Joshua. Conducted alongside the process of Joshua assembling a Reverso case himself, the interview delicately reveals his values, memories, and perspective on life through questions that naturally connect the worlds of the Maison and Joshua. In a relaxed conversation with the interviewer off camera, Jaeger-LeCoultre captures calm, candid moments.

“The Hour Before” is a series that goes beyond a simple interview to spotlight the authentic inner world of an individual. The precise movements of his fingertips become a device that reflects Joshua’s inner self, naturally revealing shared values between craftsmanship and art—restraint, repetition, teamwork, and growth. Filmed in a natural, unembellished way, this episode captures Joshua’s thoughtful, sincere side beyond the spotlight.

CEO Jérôme Lambert said, “We are very pleased to welcome Joshua as a new member of the Jaeger-LeCoultre family. His authenticity, restrained demeanor, and dedication naturally resonate with the Maison’s values. We find it meaningful to be able to highlight, through ‘The Hour Before,’ the value of quiet dedication shared by Joshua and Jaeger-LeCoultre,” he shared.

The meeting between Joshua and Jaeger-LeCoultre further expands the Maison’s journey alongside figures who share authenticity, a sense of balance, and deep respect for craftsmanship.