In a February 2022 interview, Jacob & Co. CEO Benjamin Arabov described a strategy built around data-informed product planning, social media, creative partnerships and selective custom work. He also shared company figures—including a reported doubling of 2021 sales—that reflect his account at the time, not independently audited results or current company information.
How Arabov divided leadership responsibilities
Speaking to Xavier Markl of Monochrome Watches on 3 February 2022, Arabov described a division of work between himself and his father, Jacob Arabo. Benjamin said he concentrated on marketing and operations, drawing on a marketing and data background and an agency he had started in 2014. His father focused on design and production.
That division also shaped product planning. Arabov said his father’s creative process was instinctive, while he brought in additional considerations: consumer interest, movements, design, size and an appropriate retail price. The interview presents this as Arabov’s approach, not as a formal company-wide planning system.
What the interview said about sales and the business mix
Arabov said Jacob & Co.’s sales in 2021 were double the prior year’s, calling it the company’s best year to that point. He also described the business as roughly 80% watches and 20% jewelry. These are figures he reported in the interview; the article did not independently verify them, and they should not be read as current financial data.
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How Jacob & Co. approached marketing
Arabov emphasized digital exposure and social media. He described two types of content: polished, studio-focused material for the company’s own pages, and more organic, interactive content distributed through influencers.
He said wrist-roll and unboxing videos performed about five to six times better than studio videos or images. The interview does not define what “better” measured or explain the methodology, so this is an attributed claim rather than a dependable performance benchmark for other brands.
Arabov also wanted the company to explain its watches in greater technical depth, including movements, complications and high watchmaking. That approach served collectors interested in how a watch works, alongside marketing designed to attract broader attention.
Why partnerships mattered to Arabov
Arabov said collaborations could combine Jacob & Co.’s creativity with the strengths of partners and help the brand reach new audiences. He cited the Bugatti partnership and hyper-sports-car-themed watches, as well as The Godfather collection with Paramount, which paired a tourbillon with a music box playing the film’s theme.
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He also mentioned a Batman partnership as something expected to launch soon at the time. That was a forecast made in 2022; the interview alone does not confirm the collaboration’s later status or current availability.
What he said about retail and e-commerce
At the time of the interview, Arabov said the company had five branded boutiques and about 70 retail partners worldwide. He described plans to launch e-commerce that quarter, starting with jewelry and then extending to watches. He also discussed an online-sales vision for watches retailing below USD 15,000.
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Those counts and plans describe the situation as Arabov presented it in 2022. The interview does not establish whether the e-commerce rollout happened as described or what Jacob & Co.’s current retail footprint, sales channels or prices are.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why custom orders were selective
Arabov said special orders represented about 10–15% of the business at the time. He did not present custom work as the central route to long-term growth: he cited supply-chain disruption and the time and resources bespoke projects could require. His account framed custom work as something to pursue selectively rather than maximize without regard to capacity.
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The industry challenge he identified
Arabov called the company’s biggest challenge continuing to prove itself and gain recognition in the watch industry. He said Jacob & Co. had been making watches for about 20 years and had begun developing high complications roughly 10 years earlier, adding that the company had filed numerous patents for innovative movements. These are his descriptions of the brand’s history and work in the 2022 interview.
Which Jacob & Co. watches Arabov said he wore
Asked about watches he considered extraordinary and wore himself, 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 specify exact references for those descriptions or establish whether any are currently available to buy.
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