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In a February 2022 interview, Jacob & Co. CEO Benjamin Arabov described a strategy built around data-informed product planning, social media, high-profile partnerships and selective custom work. He also discussed the company’s business mix and retail plans. These are Arabov’s comments from his first year as CEO—not a current company profile or independently audited account.
How did Arabov describe his role and Jacob & Co.’s strategy?
In an interview with Xavier Markl published by Monochrome Watches on 3 February 2022, Arabov described a division of work between himself and his father, Jacob Arabo. Arabov said he focused on marketing and operations, while his father concentrated on design and production.
Arabov said his background included marketing and data, including a marketing agency he started in 2014. He characterized his father’s creative process as instinctive and said he brought additional considerations into product planning: consumer interest, movements, design, size and an appropriate retail price. His account presents the two approaches as complementary—creative direction informed by commercial and customer considerations.
What did he say about sales and the business mix?
Arabov said Jacob & Co.’s sales in 2021 doubled compared with the previous year, which he called the company’s best year to that point. He also described the business as about 80% watches and 20% jewelry. Both figures are statements by the CEO in the 2022 interview; the article does not independently verify them or establish the company’s current results.
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How did Jacob & Co. approach marketing?
Arabov described a mix of brand-produced material and influencer-distributed content. The company used studio-focused videos and images for its own pages, while influencers shared more organic, interactive formats such as wrist rolls and unboxings.
He said those wrist-roll and unboxing posts performed about five to six times better than studio videos or images. The interview does not specify the performance metric or measurement method, so this is best understood as Arabov’s reported comparison at the time—not a general benchmark for watch marketing.
He also said he wanted the brand to explain its movements, complications and high watchmaking in technical detail for collectors. That goal added an educational strand to the visual and social approach: showing the watches while giving enthusiasts more to understand about how they work.
Why did Arabov value partnerships?
Arabov said partnerships let Jacob & Co. combine its creativity with collaborators’ strengths and introduce the brand to new audiences. He cited the Bugatti partnership and hyper-sports-car-themed watches, as well as The Godfather collection developed with Paramount. He described the latter as pairing a music box that plays the film’s theme with a tourbillon.
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He also mentioned a Batman partnership as something expected to launch soon when the interview took place. That was a 2022 forecast; the interview alone does not establish its later status.
What did he say about distribution and e-commerce?
At the time of the interview, Arabov said the company had five branded boutiques and about 70 retail partners worldwide. He planned to launch e-commerce that quarter, beginning with jewelry and then watches, and described a vision for online watch sales focused on pieces retailing below USD 15,000.
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Those were historical counts and plans, not confirmation of what launched or what channels are available now. The interview does not establish present boutique numbers, retailer coverage, e-commerce availability or inventory.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How important was custom work?
Arabov said special orders represented about 10–15% of the business at the time. He described custom work as selective rather than a central long-term growth strategy, pointing to supply-chain disruption and the time and resources bespoke projects demand.
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What challenge did he identify for the brand?
Arabov said Jacob & Co.’s biggest challenge was continuing to prove itself and gain recognition in the watch industry. He said the brand had spent about 20 years making watches and had begun developing high complications about 10 years earlier, filing numerous patents for innovative movements. These are his descriptions of the company’s history and efforts, rather than independently assessed measures of industry standing or innovation.
Which Jacob & Co. watches did Arabov mention?
Asked which watches he found extraordinary and wore, Arabov named the Chiron and The Godfather as favorites. He also said he often wore a thin Palatial watch day to day. The interview does not identify exact references for these descriptions, and it does not establish current availability or prices.
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