By Rifan Muazin 
In the early months of 2002, the landscape of global luxury and hip-hop culture underwent a seismic shift that few realized would dictate the aesthetic of a generation. Jacob Arabo—the Bukharian-American jeweler known affectionately across the five boroughs as "Jacob the Jeweler"—released a timepiece that defied the traditional conventions of Swiss horology. The Five Time Zone Watch was not merely a tool for measuring seconds and minutes; it was a manifesto of global ambition. Oversized, unapologetically chunky, and radiating a sense of "nouveau riche" confidence, the watch featured four distinct subdials representing the local times in New York, Los Angeles, Tokyo, and Paris. In an era before the ubiquitous smartphone made world clocks a standard pocket feature, the Five Time Zone was the ultimate accessory for the globe-trotting rap elite.
The watch’s design was a masterclass in cultural branding. Powered by a reliable quartz movement from the Swiss manufacturer ETA, it prioritized bold visibility over mechanical complexity, a move that initially rankled traditionalist watch collectors but captivated the cultural vanguard. Available in both 40mm and 47mm iterations, and frequently "iced out" with a blizzard of high-grade diamonds, the timepiece was quickly adopted by the reigning monarchs of the music industry. Jay-Z, Busta Rhymes, and a young, visionary producer named Pharrell Williams became its most visible ambassadors. For Jacob & Co., this wasn’t just a successful product launch; it was the company’s first formal watch collection, a pivotal moment that propelled Arabo from a purveyor of "bust-down" jewelry into the rarified stratosphere of high-end horology.
The relationship between Pharrell Williams and Jacob Arabo began three decades ago, forming a creative symbiosis that has few parallels in the fashion world. Over thirty years, the duo has collaborated on more than 100 pieces of bespoke jewelry, many of which helped codify the "bling" era of the late 90s and early 2000s. From the iconic N.E.R.D. brain chain to experimental uses of titanium and multi-colored gemstones, their work pushed the boundaries of what men’s jewelry could represent. Today, that legacy is being cemented through Joopiter, the digital-first auction house and content platform founded by Pharrell. In a highly anticipated sale titled "Objects of Brilliance," the pair is offering a curated selection of 30 rare and unique pieces from their personal archives, providing a rare window into the evolution of contemporary luxury.
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At the center of this auction is a piece that bridges the gap between hip-hop royalty and European monarchy: the Jacob & Co. Yellow Diamond & Gold Necklace. With an staggering estimate of $6 million to $8 million, this piece was directly inspired by the British Crown Jewels. It is a staggering display of gemological prowess, encrusted with vivid yellow diamonds in a variety of sophisticated cuts, including heart, square, emerald, and asscher. The necklace represents a period where Pharrell and Jacob began to move away from the literalism of early hip-hop jewelry—such as oversized logos and cartoon characters—toward a more refined, albeit still maximalist, appreciation for the stones themselves.
Complementing this regal necklace is the Yellow Gold & Fancy Yellow Diamond Seven Row Cuff Bracelet. This piece, which Pharrell acquired early in his career, features a massive 57 carats of fancy yellow diamonds. It serves as a testament to the longevity of the duo’s partnership and Pharrell’s early eye for investment-grade gemstones. Furthermore, the auction includes the "Rare Touch" Bow Tie, a gem-encrusted accessory set with approximately 1,600 individual stones. This piece is particularly significant to fashion historians, as it foreshadowed Pharrell’s eventual ascent to the role of Creative Director of Menswear at Louis Vuitton. It represented a moment where jewelry ceased to be an "add-on" and became a fundamental component of the garment itself.
For the dedicated horological enthusiast, however, the "Objects of Brilliance" sale is defined by two specific examples of the Five Time Zone Watch that represent the pinnacle of the model’s history. The first, sourced directly from Pharrell’s personal collection, is a definitive specimen from Jacob & Co.’s "Royal Collection." Carrying the prestigious "N.001" engraving on its caseback, this 49mm white gold behemoth is estimated to fetch between $150,000 and $200,000. It is a masterwork of excess, featuring over 300 diamonds meticulously set across the case, the bezel, and the dial. To see this watch is to see the physical embodiment of the year 2002; it is a piece of history that signaled the moment hip-hop culture officially claimed its seat at the head of the luxury table.
The second Five Time Zone in the auction offers a slightly more restrained, though no less opulent, alternative. Measuring 40mm in diameter and crafted from 18K yellow gold, this version (estimated at $55,000 to $70,000) is a study in diamond-setting precision. The dial alone holds 1.55 carats of diamonds, while the case and bezel add another 2.84 and 3.27 carats, respectively. The watch is completed by a matching yellow gold bracelet, also fully diamond-set, featuring the iconic Jacob & Co. (JCO) logo on the deployant buckle. While the 49mm version is a statement of power, the 40mm iteration reflects a shift toward the "unisex" luxury trend that Pharrell helped pioneer, proving that high-wattage brilliance is not confined by wrist size.
The emergence of Joopiter as a powerhouse in the auction world is a story in itself. Founded by Pharrell in 2022, the platform was born out of a desire to create a more soulful, narrative-driven marketplace for high-end collectibles. Unlike traditional auction houses, which can often feel clinical and detached from the culture that produced the items, Joopiter emphasizes the "provenance of cool." Every item in the "Objects of Brilliance" sale is accompanied by a story, often told through archival photos of Pharrell wearing the pieces on red carpets, in music videos, or during historic studio sessions. This narrative layering adds a "cultural premium" that transcends the mere market value of the gold and diamonds.
Industry analysts suggest that this auction arrives at a perfect time. The market for vintage and "neo-vintage" (items from the late 90s and early 2000s) is currently exploding. As the generation that grew up watching Pharrell and Jay-Z comes into significant wealth, they are looking to acquire the artifacts of their youth. The Five Time Zone Watch, once dismissed by some as a "fad," is now being re-evaluated as a legitimate icon of industrial design. It represents a specific era of optimism and globalism, a time when the world felt like it was opening up, and the music reflected that borderless ambition.
Furthermore, the auction highlights the evolution of Jacob Arabo’s career. In the 1990s, Arabo was a hero of the underground, a man who would open his doors at 2:00 AM to accommodate a rapper finishing a late-night session. Today, Jacob & Co. is a global powerhouse known for its high-complication mechanical watches, such as the Astronomia and the Twin Turbo Furious. However, "Objects of Brilliance" reminds the world that the brand’s soul remains rooted in the Diamond District of New York. The partnership with Pharrell was the crucible in which the modern identity of Jacob & Co. was forged—a blend of high-jewelry expertise and an intuitive understanding of street-level prestige.
The "Objects of Brilliance" sale is not just for the ultra-wealthy; it is a public exhibition of a shared creative journey. By hosting the auction online, Joopiter allows fans and collectors from around the world to view these pieces in high definition, accompanied by detailed histories of their creation. For those with the financial means, it is an opportunity to own a piece of the Pharrell Williams mythos. For everyone else, it is a masterclass in how personal style can be leveraged into a lasting cultural legacy.
As the auction runs from February 17 through March 5, the eyes of the fashion and jewelry worlds will be fixed on Joopiter’s digital portal. The success of this sale will likely set a new benchmark for how celebrity-owned jewelry is valued in the secondary market. More importantly, it celebrates a thirty-year friendship that changed the way we look at watches, diamonds, and the very concept of "brilliance." Whether it is the $8 million necklace or the "N.001" watch, each lot tells a story of two outsiders who decided to build their own palace within the world of luxury, one diamond at a time. In the intersection of Jacob Arabo’s technical audacity and Pharrell Williams’ stylistic foresight, "Objects of Brilliance" stands as a definitive record of an era that redefined the meaning of the word "precious."