Kylie Jenner Takes Centre Stage in Jacob & Co.’s Victoria’s Secret Strategy

Founded in New York in 1986 by Jacob Arabo, Jacob & Co. built its reputation on bold jewellery, celebrity clientele and designs that challenge traditional notions of understated luxury. The company subsequently expanded into high watchmaking, developing technically ambitious timepieces such as its Astronomia collection, as well as collaborations with Bugatti.

Today, Jacob Arabo remains chairman and creative director, while his son, Benjamin Arabov, leads the business as CEO. Appointed to the role in 2021, he has overseen a strategic transformation built around product diversification, a broader price range and the expansion of the company’s international distribution network.

The results are significant. According to estimates by Morgan Stanley and LuxeConsult, Jacob & Co. generated $180 million in watchmaking revenue in 2025, up 14% year on year. Sales reached 3,975 watches, an increase of 24%, making it the fastest-growing brand among the 50 leading Swiss watchmakers covered by the report. The company also opened 38 new retail locations in 2025, including five mono-brand boutiques.

These figures relate to watchmaking and do not reflect the company’s entire jewellery business or other activities. As a privately held company, Jacob & Co. does not publish the same level of consolidated financial information as a publicly listed luxury group.

The Fantasy Bra reveals another dimension of Benjamin Arabov’s strategy: using exceptional creations to strengthen the brand’s identity well beyond the traditional circle of watch collectors. “Value alone was never enough,” Jacob Arabo said in the company’s press release. “For me, it had to be about the diamonds, the light and the movement.” The piece also showcases Angel-Cut, an exclusive diamond cut developed for the brand’s 40th anniversary, to a global audience.

For Victoria’s Secret, the collaboration brings back an iconic symbol of spectacle. Adam Selman, the brand’s chief creative officer, described the Fantasy Bra as “almost museum quality”, while calling Kylie Jenner a “cultural powerhouse”. Her enormous social media following helps Victoria’s Secret connect its heritage with contemporary celebrity culture. For Jacob & Co., the bra does not represent a $50 million sale. Its estimated value does not translate directly into revenue. Instead, its value lies in its role as a marketing tool: generating international media coverage, demonstrating exceptional technical expertise and reinforcing the exclusivity that underpins the brand’s pricing power.

Driven by revenue growth, an expanding retail network and increasingly high-profile celebrity associations, Jacob & Co. is seeking to move beyond its status as a niche watchmaker. The Fantasy Bra encapsulates this ambition: turning spectacle into desirability, and desirability into growth.