IU is the new global ambassador of the Jaeger-LeCoultre brand

“The Nation’s Little Sister,” “The Nation’s Sweetheart,” “The Nation’s Daughter”: South Korean singer and actress IU has received these touching titles throughout her 18-year career, not without reason. His nightingale voice and versatile, masterful character performances have conquered not only generations of South Koreans, and eventually captured the hearts of fans abroad as well, which only begins to explain why his impact as a leading creative force of sincerity and authenticity is widespread and deeply moving.

Today, she is officially adding a new title to her list of accolades as the new global ambassador for the Jaeger-LeCoultre watch brand, joining a family that currently consists of trailblazers such as Anya Taylor Joy, Jackson Yee, Kim Woo Bin, Zhang Ziyi and Lenny Kravitz. Read an exclusive interview below that could reveal why he’s the perfect addition to this distinguished list.

As you alternate between music, acting and storytelling, do you find that each creative space brings out a different side of you?
Yes, absolutely. At their core, both music and acting begin with the same thing: expressing something that comes from within me. The difference lies in how that expression takes shape. With music, I tend to draw more directly from my personal experiences and emotions, while acting requires me to look beyond myself and fully inhabit a character. Still, both forms of expression are rooted in who I am.

Looking back at your early years, what do you think has changed the most about you, both as an artist and as a person?
I have become more relaxed. Over time, I’ve tried to be more generous with myself and others, and I think I’ve gotten better at that.

After a project like ‘When Life Gives You Tangerines’, which carries so much emotional depth, how do you create space before deciding what’s next?
I tend not to take a lot of time between projects. I’ve always been someone who loves to work and I’m not very good at enjoying long breaks. Whether it’s music or acting, I’m already thinking about the next step. I think that’s why there are always lingering emotions and feelings that never completely leave me.

That role felt especially intimate and grounded. Did the experience stay with you personally after filming wrapped?
I think it was a project that helped me see life a little more beautifully. After spending so much time as Ae-sun, I became more excited and even now, listening to the soundtrack brings back images of the town where she lived. It was a particularly meaningful project for me and that’s probably why it stayed with me for so long.

‘Perfect Crown’ seems to explore a very different tone and atmosphere. What attracted you to this new project?
Since ‘When Life Gives You Tangerines’ was such a long project that explored a person’s entire life in great depth (two if you count Geum Myung’s life), I think I was longing for something relatively lighter and funnier. I also knew that there were many fans who wanted to see me again in a romantic comedy series.

From the girl who first stood in front of an audience to the woman you are today, do you feel like you have changed gradually or at deeper turning points? How did you learn to accept those different versions of yourself?
I think it’s both. Through my own achievements, meaningful experiences, and periods of reflection, I have slowly become who I am today. Like most people, I have different sides. Sometimes that can be exhausting and other times fun. I think those different sides are what maintains interesting life.

Have there been times in your career when uncertainty pushed you to grow in unexpected ways?
Many times. Looking back, certainty has been quite rare for me. If I had stopped every time something seemed uncertain, I probably wouldn’t have done much. Whenever I feel uncertainty, I just take it as a sign that I’m trying something new. Comfort brings peace, but uncertainty leaves stories behind. I think fear comes from uncertainty It is a great source of growth.

What has success taught you about yourself over time?
I have realized that I am not someone who is naturally comfortable with success. Every time I achieve a goal, I immediately find something else to worry about. I guess that’s just part of my personality. Success hasn’t necessarily made me more confident. I just kept doing the best I could while carrying some tension with me. I have come to accept that this is simply who I am.

Are there values ​​or habits from your early years that still guide you today?
I’ve always been an anxious person, so it takes a lot of time and effort before I feel confident about something. I try to trust myself, but not too much. Instead, I trust the time I have invested in something.

If you could talk to yourself at the beginning of your journey, what would you say?
“You will be loved for all the hard work you have done. But if you ever start to think that you deserve that love simply because you have worked hard, it won’t last. Always remember how lucky you have been. If you do, you will continue to work hard.”

What does ‘The Hour Before’ mean to you, the moment when no one is looking at you, but everything you’ve worked for is about to come to life?
The lights still don’t come on, there’s no applause, and I don’t know what the outcome will be. It is a time when I am completely alone in my own world. It can be uncomfortable and full of uncertainty, but it’s also incredibly exciting – as long as I don’t regret the time and effort I’ve put into it.

What first attracted you to Jaeger-LeCoultre?
As Jaeger-LeCoultre is a prestigious brand, I had always known the House as a notable watchmaker, even when I was not particularly familiar with watches. As I became more interested in watches, I thought about them whenever I wanted to give a truly meaningful gift to someone I was especially grateful for. And after a lot of thought, the brand I chose most often was Jaeger-LeCoultre. What I find most appealing is the way Jaeger-LeCoultre expresses its values ​​confidently, without ever feeling excessive.

Jaeger-LeCoultre places great importance on craftsmanship, precision and timeless style. What aspects of the House resonate most with you personally?
What resonates most with me is the idea of ​​building something that lasts, rather than chasing trends.

Like music or acting, watchmaking requires patience and attention to detail. Do you feel connected to that process-oriented way of creating?
Speaking for myself, there are certainly times when I wish things were simpler or when I hope for an easier path. But looking back at my work, I can’t deny that the time, thought and effort behind a piece inevitably reveals itself in the final result. And more than anyone, the person who knows exactly how much effort was put into something is the creator or performer themselves. Therefore, I understand how important patience is in any creative process. In that sense, I admire the way Jaeger-LeCoultre approaches its craft with such dedication and skill.

Has your relationship with time changed over the years?
To some extent, yes. In the past, I felt pressured to make every moment productive and meaningful. That often made me feel uneasy. Now I try to accept the moment I am living as it is and be more present. In a way, I think I’ve learned to enjoy life a little more.

Are there any particular Jaeger-LeCoultre watches that particularly appeal to you?
Definitely the Reverse. I’ve always loved its classic design and distinctive beauty, which is why it’s my favorite Jaeger-LeCoultre watch. Wearing it for this campaign made me realize that it fits me quite well, which made me happy. Anyone who looks good with a Reverso is great! Isn’t it?

What makes a collaboration seem genuine and meaningful to you?
I think the best collaborations come from a place of admiration and respect. I was at a point where I really appreciated Jaeger-LeCoultre and wanted to learn more about the House. When the collaboration proposal came, the timing made the partnership feel like destiny.

Do you remember your first watch and what it represented to you at that time in your life?
I bought my first watch when I was in my twenties in a small antique shop in the Netherlands. It was an old watch with a thin black leather strap and for some reason it appealed to me. I used it for years before gifting it to someone I loved.

Her style often feels elegant yet simple. How would you describe your personal approach to current style?
I value looking natural above all else. Of course, there are times when I wear more dramatic looks on stage. But I personally prefer a style that highlights the things I like about myself rather than transforming me into someone different.

Does your relationship with style change depending on whether you’re acting, performing, or just living day to day?
A lot of it is like that. When I perform on stage, I dress in the way that best matches the music. For larger stages, that can sometimes mean quite bold and dramatic styling. When I act, I think entirely from the character’s perspective. If the character doesn’t care much about clothes, jewelry, or beauty, I’ll wear the same outfit repeatedly, wear clothes that look worn out, or even choose pieces that aren’t quite my size. In everyday life I prefer comfort. I like to look put together but comfortable.

How do you usually wear a watch: as a statement piece or as something more personal and discreet?
I typically wear a watch as a subtle piece when the occasion feels special or when I meet someone important. To me, it’s a sign that I’ve put a little more thought into how I present myself.

When choosing a watch, what details naturally draw your attention the most?
Whether it’s a Jaeger-LeCoultre watch.

Beyond its practical function, what role do you think a watch plays on an emotional or stylistic level?
For me, a watch has become a symbol of tranquility and composure. I believe in the saying that a good watch takes its owner to better times and memories. Even if it is not expensive, a well-chosen classic and beautiful watch naturally attracts my attention. A watch can reveal a lot about a person’s taste and personality.

Once you’re done with this story, click here to catch up on our June/July 2026 issue.