Swiss watch company CORUM has announced the signing of French rapper Booba to front its iconic Bubble watch collection. Booba is an icon of modern French pop culture, typically revered for the quality of his flow and beats but often criticized because of controversial nature of his lyrics. He has also established the label Tallac Records specializing in rap and hip-hop.

Booba is also the creator of a streetwear brand, Ünkut, one of the most popular brands of this type in France.

In 2011, Booba won the competition MyYoutubes, ahead of popular artists like Rihanna, Justin Bieber, Lady Gaga, Eminem, Jay-Z, Sexion D'Assaut, Shakira, Stromae.