Cartier taps BTS’ Kim Taehyung as global brand ambassador

The K-pop superstar, also known as V, debuted with an ad campaign for the jewellery brand's Panthère line.

The K-pop star’s magnetic presence makes him a natural ambassador choice for the maison (Photo: Cartier)

Known for its agility and perceptive personality, the panther encapsulates Cartier’s innovative and dignified spirit. The house’s star-studded list of ambassadors embodies the wildcat’s refined aura, and so V (Kim Taehyung) of celebrated pop group BTS was an apt addition to the coterie.

The K-pop star’s magnetic presence makes him a natural ambassador choice for the maison. Beyond his role in BTS, V boasts an impressive portfolio as a soloist. Known among fans for his singles Stigma and Singularity, the artist has expressed his passion and skill for songwriting with titles such as Scenery and Blue & Grey, and has even lent his unique vocals to K-drama soundtracks.



A post shared by V (@thv)


V’s talents, combined with his identity as a fashion trendsetter and art enthusiast, have solidified his position as one of the most gifted artists in his generation — one who demonstrates both charisma and finesse. It was his identity as someone “whose choices are guided by creativity as a dancer, musician or art lover, with this style and this elegance that belong only to him”, said Cartier senior vice president Arnoud Carrezz, that drew the artist and maison together.

V’s keen eye for detail is mirrored in the Panthère de Cartier jewellery lineup. Whether it is a geometric diamond ring, a panther bracelet or the Révélation d’une Panthère Watch, V wears Cartier’s creations with a unique flair. From meticulous design to scrupulous stone choices and setting, each piece in the collection was intended and crafted to embody the spirit of the panther, much like V does with his magnetic gaze.

For more Cartier news and to browse the full Panthère de Cartier collection, visit



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