Jacob & Co. Named Fastest Growing Swiss Watch Brand of 2025

Jacob & Co. has been identified as the fastest growing Swiss watch brand of 2025, according to the Ninth Annual Swiss Watcher report published by Morgan Stanley in partnership with LuxeConsult.

In a year marked by industry contraction and increasing market polarization, Jacob & Co. delivered the strongest performance across the Top 50 brands in both revenue and units sold.

The brand recorded watchmaking revenues of USD 180 million, representing +14% year-over-year growth, the highest growth rate in the industry. Unit sales rose to 3,975 timepieces, reflecting +24% growth, also the strongest increase among the Top 50 brands.

As a result, Jacob & Co. now ranks #27 globally among Swiss watch brands by turnover, entering its 40th anniversary year with exceptional momentum.

Outperforming in a Contracting Market

The achievement is particularly significant given the broader market backdrop. In 2025, Swiss watch exports declined in value terms and overall industry volumes fell to multi-decade lows. Only a limited number of brands within the Top 50 registered positive growth, making Jacob & Co.'s performance stand out decisively.

Benjamin Arabov, CEO of Jacob & Co., commented:

Since 2021, we have implemented a clear strategic transformation focused on product diversification, expanded price architecture, and a modernized global distribution model. We introduced new collections at more accessible entry points while continuing to strengthen our ultra-high-complication offering. The result is accelerated volume growth without compromising brand equity."

Doubling Down on Creativity

In 2025, Jacob & Co. launched more than 30 new timepieces, including two entirely new collections, reinforcing its position at the forefront of contemporary high watchmaking.

Chairman and Founder Jacob Arabo added:

I have always believed that creativity is the answer to uncertainty. If times are challenging, we double down. More innovation. More partnerships. More high complications. That philosophy defines Jacob & Co."

Among the year's highlights:

• Expansion of ultra-high complication timepieces including the Bugatti Tourbillon, Astronomia Four-Axis Tourbillon, and God of Time.

• Continued success of full gem-set creations, including record demand for the Caviar collection.

• The sale of the Billionaire Timeless Treasure, a 217-carat full yellow diamond timepiece.

Retail expansion also accelerated, with 38 new store openings globally, including five mono-brand boutiques, further strengthening the brand's international footprint.

Digital Acceleration as a Growth Engine

Jacob & Co.'s growth has been significantly supported by a digitally driven marketing strategy.

One of my first priorities as CEO was to reallocate our marketing investments toward digital and social platforms," said Benjamin Arabov. "We believed luxury communication had fundamentally shifted - and we leaned into that transformation."

In 2025:

• The brand recorded approximately 1 billion Instagram impressions, up from 400 million in 2024.

• @jacobandco surpassed 7 million followers, becoming one of the largest accounts in the watch and jewelry sector.

• Net follower growth reached approximately 1.2 million, supported by over 1,150 annual posts.

This digital acceleration has translated directly into measurable retail performance and global brand awareness.

Strategic Partnerships & Cultural Relevance

Jacob & Co.'s long-standing partnership model continues to differentiate the brand. In 2025, the company entered high-profile collaborations with:

• K-pop icon G-Dragon

• Indian film superstar Salman Khan

• ATP World #4 Alexander Zverev, face of the Epic X collection

Global ambassadors including Tom Brady and Bad Bunny further reinforced the brand's presence across sports and entertainment.

These partnerships continue a nearly three-decade strategy of aligning with cultural leaders who embody ambition, excellence and boundary-pushing creativity.

Entering the 40th Year with Momentum

As Jacob & Co. approaches its 40th anniversary, the brand stands at a pivotal inflection point:

• Fastest growth rate in the Swiss watch industry

• Expanding global retail presence

• Strengthened high-complication positioning

• Digital leadership within the luxury segment

In a market increasingly defined by premiumization, polarization and disciplined scarcity, Jacob & Co. has demonstrated that bold creativity, controlled expansion and digital innovation can drive outsized performance.

True to its motto, "Inspired by the Impossible," the brand continues to redefine what independent luxury watchmaking can achieve.