Rihanna rewrites rules on how to promote luxury watches with Jacob & Co. choker

Here at the news desk of WatchPro, we are inundated daily with press releases about men wearing watches to red carpet events. 

We rarely cover these stories, not because they have no impact on watch sales, and are therefore of interest to the trade, but because the pictures usually do no justice to the timepieces since they are almost invisible or peaking out from under a well-tailored cuff. 

Rihanna, said to be a longstanding friend of Jacob & Co founder Jacob Arabo, has solved this problem with an appearance at this week’s Louis Vuitton Fashion Show in Paris wearing a diamond encrusted timepiece from the brand. 

And, in a masterful demonstration of how to send Instagram into meltdown and get a placed product into the news, she wore the $670,000 Jacob & Co. Brilliant Flying Tourbillon set encrusted in white diamonds around her neck as a choker. 

As a wristwatch, the piece is eye-catching enough.  

The 47mm white gold watch houses a hand-wound Jacob & Co. Caliber JCAM43 with 338 diamonds decorating its bridges. The case is set with another 170 baguette-cut diamonds, and there are 15 more on the crown. 

Only 18 of the Jacob & Co. Brilliant Flying Tourbillon are being made.

RiRi hasn’t yet shared a picture of the choker watch on her own Instagram, which has over 150 million followers, but Jacob & Co’s feed is buzzing with comments about the stunt.