It is not every day you read a press release that actually makes you stop. But when Jacob & Co. is named the fastest-growing Swiss watch brand of 2025 — according to the Ninth Annual Swiss Watcher report from Morgan Stanley in partnership with LuxeConsult — it is worth looking up. In a market marked by decline, falling export volumes, and clear polarisation between brands, Jacob & Co. did the opposite of slowing down. They pressed the accelerator to the floor — and it shows.
The strongest growth in the entire top 50
In 2025 the brand reached a turnover of USD 180 million, equivalent to +14% growth over the previous year — the highest growth rate among the 50 largest Swiss brands. The number of watches sold rose by a full +24%, up to 3,975 pieces. Those are figures that stand out sharply in a year when many other players struggled. Climbing to 27th globally by turnover, right ahead of its 40th anniversary, shows that something fundamental has happened in the company’s development.
Watches — or moving works of art?
Anyone who has handled several of their creations over the years finds them hard to describe as “just watches.” Are they wristwatches? Yes, technically. But honestly, they are more mechanical works of art that happen to tell the time. These are extreme constructions: four-axis tourbillons, hyper-complex collaborations with the car world, fully gem-set creations that look more like haute joaillerie than traditional horology. It is excessive, uncompromising, and often completely crazy — in the best possible way. And you know what? That is exactly what the industry needs. At a time when many launches are about new colours on existing references, it is refreshing to see a brand that actually dares to push the limits of what a watch can be — the energy clearly starts at the top, with founder Jacob Arabo.
Creativity as strategy
In 2025 Jacob & Co. launched more than 30 new models, including two entirely new collections. Among the highlights were further developments of models such as the Bugatti Tourbillon and the Astronomia Four-Axis Tourbillon, along with the Billionaire Timeless Treasure — a fully yellow-diamond watch of 217 carats, a textbook example of how far they are prepared to go. It is maximalism, and it is done with confidence, supported by an expanding retail network of 38 new locations including five mono-brand boutiques.
Digital dominance and cultural presence
Another part of the success is the digital push. In 2025 the brand reached around one billion Instagram impressions — up from 400 million in 2024 — and passed seven million followers. Collaborations and ambassadors including G-Dragon, Salman Khan, Alexander Zverev, Tom Brady, and Bad Bunny clearly show that they do not just want to be part of the watch world — they want to be part of culture at large.
Why this matters for the whole industry
Whether or not you personally would wear an Astronomia, it cannot be denied that Jacob & Co. adds something unique. They drive development forward, push what is technically possible, and challenge our picture of how a wristwatch “should” look. It is exactly that kind of extreme, creative ambition that makes the watch world more fun to follow: it creates conversation, stirs emotion, and inspires. In an otherwise cautious market, it is striking to see an independent brand dare to double down on its creativity instead of scaling back. For one of those boundary-pushing creations, see our look at the Jacob & Co Bugatti Tourbillon.
Why was Jacob & Co. named the fastest-growing Swiss brand of 2025?
The Morgan Stanley / LuxeConsult Swiss Watcher report found it had the highest growth in both revenue (+14%) and units (+24%) among the top 50 Swiss brands.
What were the key 2025 numbers?
Turnover of USD 180 million, 3,975 watches sold, and a climb to 27th globally by turnover, just ahead of its 40th anniversary.
What drove the growth?
More than 30 new models and two new collections, a strong retail and digital push (around one billion Instagram impressions), and high-profile ambassador partnerships.
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