The Jacob & Co. Saga

The Spark of a Dream

The streets of Tashkent buzzed with life under the shadow of the Soviet Union, but for young Yakov Arabov—later known as Jacob Arabo—the real magic lay in the glint of his sisters’ jewelry. It was the 1970s, and as the youngest of five in a Bukharian Jewish family, Jacob found himself captivated by the delicate repairs he’d help with after school. Little did he know, those tiny sparks of curiosity would ignite a journey that would redefine luxury and time itself.

The Gift That Changed Everything

One day, at just 13, his father Nison handed him a world time watch—a marvel of gears and precision. Jacob’s eyes widened as he marveled at how those “tiny parts” came alive, telling time across continents. “I was enthralled,” he’d later recall, his voice carrying the weight of that moment. That gift wasn’t just a timepiece; it was a calling. By 14, he was assisting a local watchmaker, his hands trembling with excitement as he learned to breathe life into movements.

But life wasn’t easy. His father juggled multiple jobs to support the family, and at 16, Jacob faced a crossroads. Formal education ended, and he enrolled in a six-month jewelry-making course—graduating in just four months with a hunger to create. In a cramped bedroom in New York’s Diamond District, where his family had immigrated seeking a better life, Jacob began crafting his own designs by night while working at a wholesale factory by day. The city’s relentless energy fueled him, but it was his vision that set him apart.

The Rise of Jacob the Jeweler

In 1986, at 21, Jacob founded Diamond Quasar, soon rebranding it Jacob & Co. A small kiosk in the Diamond District became his stage, where bold gold pieces caught the eye of a rising star: the Notorious B.I.G. The rapper dubbed him “Jacob the Jeweler,” a name that echoed through hip-hop lyrics by Jay-Z, Nas, and others. Suddenly, Jacob was crafting custom designs for Sean “Puffy” Combs, 50 Cent, and Madonna—celebrities who turned his jewelry into a cultural statement. Big, diamond-encrusted pieces for men became his signature, a trend that reshaped luxury fashion.

Yet Jacob’s ambition stretched beyond jewelry. In 2002, inspired by his jet-setting clients, he launched the Five Time Zone watch—a colorful, customizable masterpiece worn by Naomi Campbell and Derek Jeter. The watch wasn’t just functional; it was art, a bridge between his jewelry roots and a new frontier. By 2004, he moved to a flagship boutique on 57th Street, and in 2007, he founded Jacob & Co. SA in Geneva, unveiling the Quenttin—a vertical tourbillon with a 31-day power reserve that stunned the watchmaking world.

A Family Legacy Takes Flight

The journey wasn’t without shadows. Jacob faced rejection from Swiss suppliers early on, their skepticism a hurdle he leaped with sheer determination. But the real turning point came with his son, Benjamin. In 2021, at just 28, Benjamin stepped in as CEO, bringing a digital vision to a brand built on craftsmanship. “We can’t wait for trade shows,” Benjamin said, his eyes alight with the same fire as his father’s. Social media became their canvas, showcasing Jacob’s genius to a global audience, even during the pandemic’s darkest days when phone sales soared.

Together, they honored Nison’s legacy with the “The World Is Yours Dual Time Zone”—a 43mm rose gold watch with a domed world map dial, limited to 999 pieces at $57,000. The closed case back, engraved with a map centered on Central Asia, whispered of their Uzbek roots. It wasn’t just a watch; it was a story of survival, creativity, and family.

The Impossible Becomes Reality

Jacob’s designs grew bolder. The Astronomia Tourbillon of 2014 brought a celestial galaxy to the wrist, with a rotating diamond and triple-axis tourbillon. Partnerships with Bugatti, Lionel Messi, and even Paramount Pictures for a Godfather-themed Opera watch pushed boundaries further. Each piece was a defiance of limits, a testament to a man who turned a childhood fascination into a global empire.

As I stood outside the 57th Street boutique, the glow of its windows reflected a legacy that began with a boy and a watch. Jacob & Co. isn’t just a brand—it’s a saga of resilience, innovation, and the unbreakable bond of a family that dared to dream. In a world of fleeting trends, their story endures, ticking forward with every masterful creation.

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