Jaeger-LeCoultre has named South Korean singer-songwriter and actress IU as its newest Global Ambassador, introducing the collaboration through the latest episode of its interview series The Hour Before.
The series explores the moments before a major performance or achievement, focusing on the preparation, routines and mindset that shape creative work. Rather than looking only at public success, it examines the process and discipline behind it.
That focus aligns with IU’s own career journey. Born Lee Ji-eun in 1993, she began her music career at the age of 15 after joining LOEN Entertainment as a trainee. She gained wider recognition with her 2010 single “Good Day” and went on to become one of South Korea’s most successful solo artists.
Over the years, she has also expanded into acting, earning critical recognition for roles in television dramas including My Mister and When Life Gives You Tangerines. Alongside performing, she has taken a more active role in writing and producing her music.
In the sixth episode of The Hour Before, titled “Before Expression Takes Shape,” IU reflects on the personal moments that shape her creative process. The episode looks at how preparation and self-reflection influence her work as a musician and actress. “The Hour Before is the moment I come back to myself,” IU states in the episode.
The interview series draws parallels between creative disciplines and watchmaking, highlighting the patience, precision and repetition required to develop expertise. From the detailed work behind a timepiece to the preparation behind a performance, the series focuses on the unseen efforts that shape the final result.
