HER TIME: South Korean actress Jun Ji-hyun, who was spotted checking out Piaget’s booth at Watches and Wonders Geneva earlier this month, has been appointed one of the brand’s global ambassadors.

“Discovering the depths of the archive at Piaget, all the different ways to craft the watches and jewelry with passion and care has been a privilege for me,” said Jun, known as Gianna Jun. “It’s an honor to carry on the story today.”

For her first portrait in her new role, the actress is wearing a gem-set rose gold Piaget Sixtie, among the designs unveiled in Geneva earlier this month, and a matching Swinging Sautoir necklace.

“We are thrilled and honored to now have the very talented Gianna Jun by our sides and for our new icon, Sixtie, to benefit from her impressive aura”, said Piaget chief executive officer Benjamin Comar.

A campaign featuring Jun as the face of the new watch line will be introduced in May, shot by New York-based British photographer Ben Hassett.

She joins the ranks of the “Piaget Society,” a roster that includes British rock and fashion royalty scion Ella Richards, Thai actor Nattawin “Apo” Wattanagitiphat and South Korean singer and actor Lee Jun-ho as global ambassadors.

Jun has established herself as a versatile actress and is among the most influential figures in both South Korean cinema and television.

After a breakout role in the 2001 romantic comedy “My Sassy Girl,” a film that became a cornerstone of the Hallyu wave of Korean cinema, the 42-year-old actress went on to garner global recognition for her lead role in the award-winning fantasy rom-com series “My Love from the Star.”

She has also starred in English-language films, including “Blood: The Last Vampire,” where she is credited as Gianna Jun.

In 2025, she will be onscreen in the Disney+ spy drama “Tempest” as a diplomat embroiled in a deep-reaching international intrigue, alongside a cast that includes Christopher Gorham and John Cho.

Throughout her career, Jun has garnered several accolades, including best actress gongs for her TV and cinema roles as well as a commendation for her cultural contribution from South Korea’s prime minister in 2015.

She has also caught the attention of fashion and beauty brands.

In 2022, she was named a Burberry brand ambassador and subsequently appeared in the brand’s holiday campaign.

She also featured in the first creative campaign in February 2023 under creative director Daniel Lee, alongside Vanessa Redgrave, Shygirl, Skepta and English footballer Raheem Sterling.

The same year, she became an ambassador for Estée Lauder Cos.-owned luxury skin care brand La Mer. Most recently, Louis Vuitton tapped her as a house ambassador in 2024.

While Jun doesn’t have personal social media accounts, Launchmetrics estimated her overall echo, or the impact of placements mentioning her attendance at the Watches and Wonders fair earlier this month, at $529,000.