Recently named a Friend of the House by Swiss watchmaker Jaeger-LeCoultre, Joshua Hong appears in Episode 4 of the luxury brand's intimate interview series 'The Hour Before'. Naturally aligned with the K-pop idol's love for timepieces, the collaboration reflects a shared understanding that mastery is earned in the hours before the spotlight.
As a vocalist in the massively successful 13-member band SEVENTEEN, Joshua is no stranger to how excellence runs like teamwork and clockwork. Known for their self-produced repertoire and synchronised precision, the K-pop group has built its reputation on craftsmanship just as much as charisma. In that sense, the alignment with a master watchmaker like Jaeger-LeCoultre feels like perfect timing.
What Makes a Star Tick?: The Hour Before Joshua
The interview doubles as a mini watch workshop, with Hong stepping into the shoes of an artisan for a day. While answering questions, he carefully assembles the case of a Reverso, the Maison's iconic timepiece first introduced in 1931. Calm, focused, slightly amused by the difficulty, he works through the delicate process in real time. (Yes, he admits he is 'really scared right now' about getting it wrong!) Friend of the luxury brand by title; nervous watch artisan by circumstance.
Asked about his ritual in the hour before going on stage, Hong describes a kind of meditation that 'isn't exactly meditation'.
'The hour before is a moment where a rehearsal takes place in my mind', he explains. 'A kind of meditation that isn't exactly meditation. Some rituals are too personal to fully explain. They just work.'
Calm on the Surface, Driven at the Core
Invited to describe himself in three words, Joshua chooses 'calm, ambitious, honest'.
Fans of SEVENTEEN (CARATs) are already accustomed to his endearing nickname as the group's 'gentleman'. However, as the interview and the Reverso watch case assembly progress, it becomes evident that beneath that surface, focus is the fuel.
'A lot of people think I'm really calm and gentle', he shares. 'But when I have a certain goal, I try to drive towards that as much as possible. I stay really focused and serious.'
When asked what has never changed about him, his answer is immediate: 'Staying genuine and never giving up.'
Authenticity, he insists, may take time to be recognised. 'If you stay true to yourself and stay authentic throughout the whole journey, then eventually people are going to recognize that.'
The metaphor writes itself. Like the Reverso, which flips to reveal a second face, Hong's public persona carries layers. There is softness, and there is steel beneath it.
Gears in Motion: Talent and Discipline Take Time
The conversation naturally turns to the age-old question: are artists born, or are they built?
Hong does not romanticise the answer.
'Talent is important', he says, 'but discipline and staying with that for the whole journey is what really makes a masterpiece.'
It is a perspective shaped by years of training, rehearsals, and world tours. Glamour may be what audiences see. Discipline is what sustains it.
When speaking about SEVENTEEN, he draws another parallel, this time to watch movements. Each member plays a distinct role, much like individual components inside a mechanism. His, he explains, is to balance the team and maintain communication.
On top of that, if fans were to weigh in, they would probably add one more responsibility to that list: unofficial keeper of the humour.
Precision, yes. But never without personality.
Emotion, Detail, and the Power of the Little Things
Though surrounded by technical language about calibres and complications, Hong ultimately gravitates toward emotion.
Faced with the choice between emotion and function, he doesn't dismiss either, but he is clear about where he stands: 'I think both are really important, but on a personal level, I'm drawn more to emotion. That usually sticks with me very long.'
It is a telling answer in a collaboration centred on exactitude. For Hong, craftsmanship is not confined to the box of mere mechanisms; it's about resonance.
The 'Fortunate Change' singer recalls visiting the Manufacture in the Vallée de Joux, and being in awe of the master craftsmen's dedication to precision. That attention to detail left a lasting impression, elevating his understanding of why Jaeger-LeCoultre is revered as the ;watchmaker of watchmakers'. Originally drawn to the aesthetics of the timepieces, he admits the deeper appreciation came after witnessing the hours behind each creation.
'I saw how much time it took to make each piece and the amount of detail that Jaeger puts into each piece was really astounding to me.'
In the rapid-fire portion of the interview, he is asked about the most beautiful compliment he has ever received. His answer is simple: being told that he is a genuine friend. Truly, a detail that fits like a glove...or a perfectly measured watch strap, rather. As Jaeger-LeCoultre's newest Friend of the House, the title feels less ceremonial and more reflective of who he already is.
Without the Past, There Is No Future
The interview also touches on legacy. On the subject of whether art should draw from the past or turn toward the future, Hong offers one of the episode's most poignant reflections:
'There would be no future without the past. And information from the past really shapes the future, so both are really important.'
The sentiment aligns seamlessly with a Maison whose heritage stretches back nearly two centuries. Jaeger-LeCoultre has age and wisdom running through its timepieces, but it also has a grasp on modern horology, making it the epitome of past meets future.
Circling back to his visit to the Manufacture in the Vallée de Joux. The trip was his first time in Switzerland, a destination long on his bucket list.
While Switzerland was once simply a dream destination, it remains high on his bucket list, particularly one version of it. When asked what still sits high among his goals, he smiles and answers: 'Returning to Switzerland again during the winter.'
Clocking Elegance: A Timeless Collaboration
Whether assembling a Reverso case or preparing for a stadium performance, Hong's principle remains consistent: focus, discipline, and authenticity in the unseen hour before the world is watching.
If this is the energy he brings to his role as Friend of the House, then this partnership feels less like a simple endorsement and more like alignment by design.
From the global stage to his personal goals, 'The Hour Before' reveals that underneath the calm idol exterior is a person driven by resolve. Fittingly, he completes the challenging Reverso watch case just before the final interview question. The victory is a small but symbolic reminder that Hong, indeed, never gives up, even when the screws are microscopic and the pressure is very Swiss.
