Roberta Naas: What are the key products you are expanding with this year?
Jacob Arabov: “This year marks a new direction for Jacob & Co. We have been working very hard on new timepiece collections. We are really excited and looking forward to presenting them at BaselWorld. There are about 10 different watch families. Some families, like the Grand collection, have been evolving. For the Grand, we have the addition of a breathtaking baguette diamond set version – the most complicated diamond setting ever done on a watch. The Brilliant Ladies collection presented last Basel will also include new references in three case sizes with dial and color variations. Last but not least, we are coming with different mechanical novelties.”
Can you give details of perhaps two of your favorite timepieces being released?
“This is not an easy question. Honestly there are more than two, as we are coming with quite a number of surprises. One (which has been top secret until BaselWorld) is a world-first mechanical watch. The other one is the GHOST watch – a multi-time-zone GPS digital timepiece. This is the result of two years of research and development. The Ghost watch perfectly represents the pioneering and innovative spirit of the brand. It is the ideal companion for a wide range of consumers from collectors to successful entrepreneurs and the jet setters of today's cosmopolitan society.”
What were the challenges inherent in the making of these timepieces and how did you overcome them?
“As said earlier, the Ghost is the result of 2 years of research and development. This digital multi-time-zone model features 20 different time zones and their cities. The entire matrix synchronizes via a GPS system. This is a very unique timepiece. The digital movement only contains 103 components for a total weight of 12 grams. Keeping such a weight, and fitting the latest available technology and GPS system within a 14mm-thick case was one of the main technical challenges. The other main complexity in this watch is its LCD display. We had to have a customized LCD driver microchip developed, in order to manage the complex display: 5 different screens, 20 different time zones with city names, 7 different display colors (white, green, blue, orange, purple, red and yellow). Despite all these complexities, the Ghost timepiece is in fact very easy to use.”
Ghost © Jacob & Co.
Are you excited about the new hall/setup at Baselworld? And what have you done with your booth?
“Of course, this year is really exciting! This will be our 10th year exhibiting at BaselWorld. This year we have moved to a new location: Hall 1.1 booth 31 and we have expanded to almost 600 square meters to feature our latest jewelry and timepiece collections. The style of the booth is also new this year, taking its inspiration from New York and the Art Deco period.”
Is your business, marketing or distribution strategy changing in any way?
“Our core strategy remains the same: to please and surprise our customers with innovative pieces and unconventional designs, while pursuing the quest for excellence in quality and relying on centuries-old Swiss watchmaking craftsmanship and techniques. We are working to strengthen our position in our key markets while further developing distribution worldwide. So it really does go back to producing great timepieces, working with great retail partners, and backing it all with a strong marketing campaign so the world knows about Jacob & Co.”
