With rising sales, global retail growth and strong online reach, Jacob & Co. is entering its 40th year with significant momentum.
The avent-garde watchmaker has been named the fastest growing Swiss watch brand of 2025 in the Ninth Annual Swiss Watcher report published by Morgan Stanley in partnership with LuxeConsult.
It delivered the strongest performance across the top 50 Swiss watch brands, both in revenue and units sold, during a year when the wider industry saw declining exports and falling volumes.
According to the report, Jacob & Co. recorded watchmaking revenues of $180 million, representing 14% year-on-year growth.
Unit sales also increased significantly, reaching 3,975 watches, up 24% compared with the previous year.
The performance moves the brand to number 27 globally among Swiss watch brands by turnover as it approaches its 40th anniversary.
The results are notable given only a small number of brands reported growth in 2025, as reported by WatchPro yesterday.
CEO Benjamin Arabov said the growth followed a strategic transformation introduced in 2021, including product diversification, a broader price range and a modernised global distribution model.
The brand has also launched new collections at more (relatively) accessible price points while continuing to develop high-complication watches – and continuing to get them on the wrists of the most rich and famous.
This includes collaborations with G-Dragon, Salman Khan and tennis player Alexander Zverev, as well as ambassadors such as Tom Brady and watch man-of-the-moment Bad Bunny.
During 2025, Jacob & Co. introduced more than 30 new timepieces, including two entirely new collections. Key launches included complex models such as the Bugatti Tourbillon and Astronomia Four-Axis Tourbillon, as well as continued demand for gem-set watches from the Caviar collection.
Retail expansion also played a role, with 38 new stores opening worldwide, including five mono-brand boutiques.
