Bvlgari Appoints Byeon Woo Seok As House Ambassador

Roman high jeweller Bvlgari has officially named Byeon Woo Seok as its newest house ambassador. In an announcement released on Monday, May 11, the Maison described the South Korean actor as “one of the most compelling figures of his generation.”

“Byeon Woo Seok embodies a refined visual identity, a distinctive presence, and an authentic approach to his craft,” the brand shared in a press statement. “These qualities resonate deeply with Bvlgari’s core values of artistic excellence, bold creativity, and enduring heritage.”

The Perfect Crown lead star expressed his enthusiasm over the newly forged partnership with the luxury house. “I am truly honored to join Bvlgari as a Brand Ambassador,” he stated. “I have always been inspired by the Maison’s bold creativity and deep heritage, and I look forward to sharing its values with a wider audience through my journey with Bvlgari.”

As ambassador, Woo Seok will represent Bvlgari’s jewelry and watch collections. For his first series of campaign portraits, the model-actor wears rings and a bracelet from the Maison’s B.zero1 line, paired with the newly launched 37mm Octo Finissimo watch.

Woo Seok’s appointment arrives as the house ushers in a new chapter for its latest generation of icons, including the B.zero1 jewelry collection and the Octo Finissimo watch—two signatures that reflect the brand’s longstanding design and watchmaking legacy.

Inspired by the grandeur of the Colosseum, the B.zero1 collection is defined by its signature spiral motif, which symbolizes enduring creativity, innovation, and “a spirit of audacity.” Meanwhile, the Octo Finissimo stands as a modern icon of Bvlgari’s horological expertise. Distinguished by its octagonal case inspired by Italian architecture, the timepiece is a comng together of Swiss craftsmanship and the precision of Italian design.

Byeon Woo Seok began his career as a model in 2010, before moving on to acting in 2016 with a role in the tvN series Dear My Friends.

In 2024, Woo Seok landed his breakout role as Ryu Sun-jae in the hit series Lovely Runner. Since then, the 34-year-old has become one of South Korea’s most in-demand personalities, having secured a steady stream of global brand partnerships in the last two years.

In November 2024, he was appointed house ambassador for both Prada and Cartier. He's also the face for big-name brands such as Tamburins, Clinique, and Ader Error.