[GRAPH] Graff Announces New Advertising Campaign Featuring BTS's Jung Kook for Laurence Graff Signature

Graff, renowned as the 'King of Diamonds' of the 21st century and continuously creating exquisite diamonds that leave their mark on history, is pleased to announce Jung Kook, a member of the globally acclaimed pop group BTS, as its new global ambassador.

As the kickoff to this new partnership, the new advertising campaign for the Laurence Graff Signature collection, featuring Jung Kook, has been unveiled. Photographed by Norwegian photographer Sølve Sundsbø, Jung Kook is adorned with sophisticated, unisex creations from Graff's iconic gold jewelry collection, set against a faceted background in the brand's signature green and gold color palette.

The Laurence Graff Signature collection, inspired by exceptional diamonds, embodies the unwavering DNA of the House of Graff, an unparalleled diamond jeweler. The intricate and multifaceted geometric beauty of diamonds is elevated into contemporary jewelry crafted from white gold, yellow gold, and rose gold.

Inspired by the beautiful moments when Graff's peerless diamonds capture and reflect light, these creations possess a sculptural presence, meticulously carved from a single piece of gold. This also serves as an homage to the enduring legacy of the Graff family, who have passed down exceptional craftsmanship.

Bangle with alternating facets adorned with pavé diamonds (YG x diamonds) \1,860,000~

This collection, worn by Jung Kook, features a wide range of items from necklaces and pendants to bracelets and earrings. The campaign also introduces new designs that reinterpret the collection's signature faceted silhouette into bold chain links and modern, graphic motifs.

François Graff, CEO of Graff, commented on the appointment:

"Jung Kook is a cultural icon with multifaceted talent. His bold yet sophisticated performances possess an irresistible brilliance. Just as Graff constantly pushes the boundaries of possibility in the world of luxury jewelry, Jung Kook continually challenges new frontiers in his own expression. His unwavering passion for his craft is vividly reflected in this new campaign, and we are delighted to welcome him as Graff's new global ambassador."

Bracelet reinterpreting the Laurence Graff Signature faceted design with bold chain links (YG x diamonds) \3,581,000~ *Different size from the model worn in the campaign

Jung Kook also commented:

"I am deeply honored to be able to join Graff, a house that has built countless legends over many years, as a global ambassador."

The Laurence Graff Signature collection is an homage to the legacy built by Graff founder Laurence Graff, who has discovered, cut, and polished the world's most beautiful gemstones. It is a collection that celebrates passion, exceptional expertise, and craftsmanship. It allows for versatile styling, enabling each wearer to express their individuality by freely combining various gold jewelry pieces or layering sparkling pavé diamond pieces. Its allure is vividly expressed in the visuals featuring Jung Kook.

The new 'Laurence Graff Signature' campaign featuring Jung Kook will launch in July 2026.

About Graff Graff, the ultimate diamond jeweler headquartered on New Bond Street in London, is globally renowned as a high jeweler dealing exclusively in large, exceptional diamonds. Founder and current Chairman Laurence Graff OBE, true to his moniker 'King of Diamonds' of the 21st century, possesses an innate talent for discerning diamonds and keen business acumen. Since founding Graff in 1960, he has earned the trust of royalty, ultra-high-net-worth individuals, and oil magnates, creating a multitude of unparalleled, exquisite jewelry pieces. Currently, under CEO François Graff, the company operates over 70 stores worldwide. As a true diamond company that handles everything from rough stone procurement to cutting, polishing, and jewelry creation in-house, Graff currently operates 12 stores in Japan, offering a wide range of items from everyday wear to bridal collections and high jewelry.

Graff Diamonds Japan Client Service 0120-667-687

https://www.graff.com