Jacob & Co: Pharrell’s Auction & the Rise of 2000s Hip-Hop Bling

The early 2000s were a defining era for hip-hop, and not just for the music. The aesthetic – the cars, the clothes, and, crucially, the jewelry and watches – became instantly iconic. Now, a piece of that history is being offered to the public. Pharrell Williams is auctioning off a curated selection of jewelry and timepieces created in collaboration with Jacob Arabo, the man known as “Jacob the Jeweler,” through his platform, Joopiter.

The auction, running now through March 5, features 30 rare and unique pieces drawn from both Williams’ personal collection and the Jacob &amp. Co. Archive. While the collection includes a range of extravagant items, it’s the presence of the Jacob & Co. Five Time Zone watch that’s drawing significant attention. Launched in 2002, the watch quickly became a status symbol within the hip-hop community, spotted on the wrists of artists like Jay-Z, Busta Rhymes, and Williams himself.

The Five Time Zone watch wasn’t just about ostentation; it was a functional statement for a generation of artists increasingly operating on a global scale. Before the ubiquity of smartphones, the watch’s four subdials displaying the time in New York, Los Angeles, Tokyo, and Paris offered a tangible representation of a jet-setting lifestyle. Powered by a quartz movement from ETA, the watch was available in 40mm and 47mm sizes, with or without diamond embellishments, catering to a range of tastes within the burgeoning “bling” culture.

Jacob Arabo’s rise coincided with, and arguably fueled, the explosion of hip-hop’s influence on mainstream culture. Previously known for custom jewelry, the Five Time Zone watch marked Jacob & Co.’s entry into the world of high-end horology, solidifying Arabo’s position as a key figure in the industry. The watch wasn’t merely an accessory; it was a cultural artifact.

Williams’ relationship with Arabo spans three decades, resulting in over 100 co-designed pieces. This auction isn’t simply a sale of luxury goods; it’s a glimpse into a long-standing creative partnership that helped define an era. Beyond the Five Time Zone watch, the auction includes pieces that showcase the evolution of their collaborative style. A standout item is a Jacob & Co. Yellow Diamond & Gold Necklace, inspired by the Queen of England’s Crown Jewels, estimated to be worth between $6 and $8 million. The necklace, created last year, features 112.7 carats of yellow diamonds cut in various shapes – heart, square, emerald, and asscher – reflecting Williams’ lifelong fascination with the color yellow.

Another notable piece is a Yellow Gold & Fancy Yellow Diamond Seven Row Cuff Bracelet, purchased by Williams early in his relationship with Arabo, boasting 57 carats of fancy yellow diamonds. The auction also features a gem-encrusted Rare Touch Bow Tie set with approximately 1,600 stones, a piece that foreshadowed Williams’ later ventures into fashion design.

The auction through Joopiter, Williams’ commerce and content platform, represents more than just a liquidation of assets. It’s a curated presentation of a shared history, a testament to the enduring influence of hip-hop culture on luxury and design. Williams himself has spoken about his affinity for yellow, describing it as “the color of the sun” and a source of energy and positivity. This personal connection is evident throughout the collection, imbuing each piece with a sense of narrative and meaning.

The timing of the auction is noteworthy. While the early 2000s “bling” era has long passed, its influence continues to resonate in contemporary fashion and music. The auction taps into a renewed interest in the aesthetics of that period, offering collectors and enthusiasts a chance to own a piece of that legacy. It also highlights the enduring appeal of bespoke craftsmanship and the power of collaboration between artists and jewelers.

The auction isn’t just about the monetary value of the pieces; it’s about the cultural significance they represent. The Jacob & Co. Five Time Zone watch, in particular, embodies a moment in time when hip-hop was solidifying its place as a global cultural force. By offering these pieces to the public, Williams and Arabo are allowing a new generation to connect with that history and appreciate the artistry behind it.

The auction through Joopiter provides a unique opportunity to acquire not just jewelry and watches, but tangible pieces of a cultural movement. It’s a reminder of the power of style to transcend mere adornment and become a symbol of identity, ambition, and artistic expression. The sale underscores the lasting impact of the collaboration between Pharrell Williams and Jacob Arabo, and their contribution to the evolution of both hip-hop and luxury design.