In an era where the global elite are increasingly pivoting toward “quiet luxury”—the understated, logo-free aesthetic championed by brands like Loro Piana and Brunello Cucinelli—Benjamin Arabov is betting that the world still has an appetite for the spectacular. The CEO of Jacob &. Co has not only ignored the trend of minimalism but has thrived by leaning directly into it.
The results of this contrarian approach are stark. Arabov reports that the company has seen its revenue soar to 180 million francs for 2025, effectively tripling sales over the last five years. This trajectory marks the strongest growth among the top 50 global watchmakers, signaling a significant shift in how ultra-high-net-worth individuals (UHNWIs) are allocating their capital in the luxury horology space.
As a former financial analyst, I have seen many luxury houses attempt to “pivot” to capture a younger demographic, often resulting in a diluted brand identity. Arabov, though, has achieved the opposite. By blending high-tech operational tools with a maximalist product philosophy, he has expanded the brand’s footprint without sacrificing its reputation for extravagance.
The Architecture of Maximalism
The core of Arabov’s success lies in his refusal to compromise on the “loud” nature of the brand. While competitors are stripping back designs to appeal to a more discreet form of wealth, Jacob & Co has leaned into “XXL diamonds” and complex, theatrical complications. This strategy targets a specific psychological profile of the consumer: the individual who views a timepiece not just as a tool or an investment, but as a piece of performance art.
This approach has allowed the company to carve out a niche that is largely immune to the broader volatility affecting the mid-tier luxury market. By focusing on the absolute top end of the pyramid, the company has insulated itself from the economic pressures that often dampen demand for entry-level luxury goods.
| Feature | Quiet Luxury Trend | Arabov’s Maximalism |
|---|---|---|
| Visual Aesthetic | Muted tones, no logos | XXL diamonds, bold colors |
| Target Audience | “Old Money” / Discreet | Novel Wealth / High-Visibility |
| Marketing Focus | Heritage and exclusivity | Social impact and spectacle |
| Revenue Driver | Repeat loyalty, timelessness | Innovation, “wow” factor |
Integrating AI and Digital Influence
Beyond the diamonds, Benjamin Arabov has modernized the backend of the luxury experience. The integration of artificial intelligence has played a pivotal role in optimizing everything from supply chain management of rare gemstones to personalized client outreach. In a sector that often clings to antiquated modes of operation, this digital transformation has provided Jacob & Co with a leaner, more responsive operational model.
the brand has mastered the art of the “digital storefront.” Rather than relying solely on the traditional boutique experience, the company has leveraged social media to create a global desire for its products. By creating viral moments—often through collaborations with high-profile athletes and entertainers—the brand ensures it remains top-of-mind for the next generation of wealth.
This synergy of high-tech tools and high-visibility marketing has allowed the company to maintain a growth rate that outpaces the traditional giants of the Swiss watch industry. According to luxury market analysis from firms like Bain & Company, the luxury sector is increasingly bifurcated, with the “true luxury” segment continuing to grow despite broader economic headwinds.
The Impact of the “Loud Luxury” Pivot
The decision to move against the grain of the industry has several implications for the wider market. First, it proves that there is a durable, growing demand for maximalism, particularly in emerging markets where luxury is often used as a visible marker of success. Second, it demonstrates that AI can be integrated into the luxury experience without stripping away the “human touch” or the sense of exclusivity that defines the sector.
Stakeholders in the industry are now watching closely to see if this growth is sustainable or if it represents a temporary bubble of excess. However, the tripling of sales suggests that Arabov has tapped into a consistent consumer behavior: the desire for distinction in an increasingly homogenized world.
Looking Ahead
As Jacob & Co moves toward the end of the 2025 fiscal cycle, the focus will likely shift toward maintaining this momentum without overextending the brand’s exclusivity. The challenge for any luxury house that grows this rapidly is avoiding the “mass-luxury” trap, where ubiquity begins to erode the very prestige that drives the price point.
The next major checkpoint for the company will be the release of its full 2025 annual financial filings, which will provide a more granular look at profit margins and the sustainability of its current growth rate. Until then, Arabov remains the industry’s most prominent outlier, proving that sometimes the best way to grow is to be the loudest person in the room.
Disclaimer: This article is for informational purposes only and does not constitute financial or investment advice.
Do you think the era of “quiet luxury” is ending, or is Jacob & Co simply an outlier? Share your thoughts in the comments below.
