French luxury jewellery brand Cartier has named BTS’s Kim Tae-Hyung, popularly known as V, as its new global brand ambassador. 

V, also a global ambassador of the high-end clothing line Celine, is shown wearing the panther necklace and a panther ring made of yellow gold in Cartier’s latest campaign, Panthère de Cartier. 

“We naturally chose V because we wanted to show the charm and aura of the leopard,” Arnaud Carrez, senior VP and CMO of Cartier International told local sources.  

V has enough sentimentality and strong personality, Carrez continued, adding that the singer has made choices based on his own creativity, expressing elegance and his own style.

Local sources say the goal of Cartier’s collaboration with V is to boost sales and have an impact on brand recognition. 

French luxury behemoth LVMH was rumoured to be considering buying Richemont, or at the very least adding the luxury jewellery division of Cartier, to its portfolio earlier this year.