Home » Jacob & Co. To Launch The First Luxury Watch NFT With ArtGrails

Jacob & Co. To Launch The First Luxury Watch NFT With ArtGrails

Jacob & Co. is blazing a new path once again by being the first jewelry and watchmaking brand to offer a luxury watch NFT. The Jacob & Co. SF24 Tourbillion timepiece is a digital “piece unique” that will be offered at a five-day auction beginning April 4 through ArtGrails, a NFT platform founded by celebrity art dealer and manager, Avery Andon, in partnership with his brother and client, street artist, Alec Monopoly.

The new digital asset is based on the Epic SF24, which was a groundbreaking travel watch with a patented world time zone display inspired by traditional split-flap timetable displays in airports. The split-flap system lists 24 cities around the world, used as a second time zone. Now it will be a groundbreaking entry into the world of digital assets.

Unlike the original Epic SF24, the digital version of this watch will include a functioning tourbillon. In addition, the working split-flap system, instead of showing cities, displays 10 different cryptocurrencies, such as Bitcoin, Ethereum and Fantom.



In a further refinement of the digital asset, the SF24 NFT will come with a uniquely designed box and certificate, bringing the Jacob & Co. luxury experience to the digital world.

A non-fungible token (NFT) is a unit of data on a digital ledger called a blockchain. Each NFT represents a unique digital item, and thus they are not interchangeable. NFTs can represent digital files such as art, audio, video and other forms of creative work. The most famous NFT sale to date was that of digital artist, known as Beeple, whose work, “Everydays: The First 5,000 Days” sold for a world record $69.3 million at Christie’s. However, NFTs are experiencing wide use, ranging from digital houses on Mars selling for $500,000 to Twitter CEO Jack Dorsey seling his first-ever tweet for $2.9 million.

Benjamin Arabov, the newly named CEO of Jacob & Co., says that this digital platform represents another exciting avenue for the luxury watch industry, and he wants to be there first.

“My hope is for Jacob & Co. to become the first luxury brand to launch a successful NFT and pave the way for other luxury brands to start launching products & collections through NFT,” Arabov said. “It’s not a matter of ‘if’ NFTs will have a place in the watches and luxury world, but “when”. For Jacob & Co., the “when” is now, and we are prepared to pioneer this shift.”

Arabov further says that with this launch, Jacob & Co. is going after the growing market of digital high-end consumers.  “We anticipate that NFTs are here for the long term and there will be a whole generation of people who will only grow up knowing NFTs,” said Arabov, who at 28 years old, is intimately familiar with the digital consumer.

Arabov adds that this new venture is in line with Jacob & Co.’s history of creating luxury watches and jewels that defy conventional wisdom.

“Jacob & Co. as a brand has found pride in seeking inspiration in the impossible. Being the brand to push innovation. Not to follow the crowd, but to lead it. What others think and claim to be impossible or difficult we seek as a challenge. This ideology fuels the passion which burns in each and every one of team members. As a pioneer in the watch industry Jacob & Co has always welcomed new challenges with open arms.”

Avery Andon of ArtGrails says the Epic SF 24 is a trailblazing work that is highly collectible as high horology and as an historical digital asset.

“Jacob & Co is at the forefront of innovation in the watch world, with captivating designs and “wow” factor functionality – so it’s natural they lead the charge with this historic release of the first Luxury Watch NFT,” Andon said. “Benjamin (Arabov) made an amazing choice basing this design on the Epic SF24 and its iconic flap system, the Crypto community is like a global, inclusive family and I love that we were able to bring together a variety of major name coins like Bitcoin and Ethereum next to smaller Alt Coins like Fantom.”

He continued, “ArtGrails prides itself as a curated platform, with a focus on higher end, exclusive offerings. This 1 of 1, Piece Unique Jacob & Co. NFT Watch is the ultimate Grail, and will be a historic addition to any serious collection.”


Founded by Jacob Arabo in 1986, Jacob & Co. creates revolutionary timepieces and exquisite jewelry that have captivated celebrities and notables from the watchmaking world and dazzled on fashion’s red carpets and cover shoots. With a unique talent for creating designs that are as innovative as they are spectacular, the company has grown into one of the most recognized luxury brands in timepieces and jewelry.

At the heart of the company is the passion, drive and creative force of Mr. Arabo. With a respect for traditional craftsmanship and artistry and an ability to envision and realize exquisite jewelry and unique timepieces, he makes the truly extraordinary a reality through the alchemy of edge and elegance.

For more information visit: www.jacobandco.com and follow: https://www.instagram.com/jacobandco/.


Benjamin Arabov is the second son of Jacob Arabo and Angela Arabov, America’s legendary ultra-luxury jewelry and watchmaking family.

In 2014, Benjamin launched his own digital agency with only $1,500. Through hard work and tenacity, he grew his business to 32 employees worldwide with over $7M annual revenue and a high-caliber clientele in less than seven years. Benjamin was recognized by Forbes “30under30” for his entrepreneurial achievements.

In March 2021, Benjamin Arabov announced to join Jacob & Co. as the Global CEO.

Read more about the announcement here

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