Rihanna sports a stunning Jacob & Co. watch choker at Pharrell’s Louis Vuitton show

Is the superstar setting a new watch-wearing trend?

Rihanna sports a stunning Jacob & Co. watch choker at Pharrell’s Louis Vuitton show
Louis Parks

Rihanna rocked a Jacob & Co. (Instagram) watch choker worth USD 670,000 at Pharrell’s Louis Vuitton Paris show and might just have sparked a new trend.

Rihanna, the ultimate pop icon and style maven, stunned the crowd at Pharrell William’s inaugural Louis Vuitton show with her daring fashion choices as she sat in the front row. Alongside her longtime friend Jacob Arabo, the mastermind behind Jacob & Co., she co-created a stunning watch choker, stealing the spotlight and leaving everyone in awe.


Adorning her neck was the exquisite Jacob & Co. Brilliant Flying Tourbillon choker, boasting an impressive 30 carats of baguette-cut white diamonds. This contemporary fusion of timepiece and jewelry represents a unique approach to accessorizing. Given Jacob & Co.’s history of pushing the boundaries, the question is: Will Rihanna’s choker become the next big trend?

Rihanna’s certainly well placed and effortlessly embodies the role of trendsetter. As the new face of Louis Vuitton’s latest ad campaign and given her superstar status, her every outfit choice is anticipated, dissected, and often emulated.

Determined to make a bold statement, she collaborated with Jacob & Co. to reimagine timepiece fashion. Having fostered a longstanding relationship with Arabo, Rihanna approached him with her unique concept, something she’s done before. The end result was the stunning Brilliant Flying Tourbillon in the form of a glamorous choker.

Arabo presented Rihanna with a range of options and the pair ultimately landed on the breathtaking white gold Brilliant Flying Tourbillon. This 47-mm white gold masterpiece dazzled with its 30 carats of baguette-cut white diamonds, complemented by an additional 338 brilliant-cut diamonds adorning the movement. The watch choker features a custom-made strap fashioned from flexible white calfskin, stamped with an alligator pattern that’s both comfortable and skin-compatible.

The close bond between Rihanna and Jacob & Co. stretches back over a decade and countless discussions with Arabo have helped shape Rihanna’s iconic jewelry choices. For the past twenty-five years, Arabo has served as a trusted confidant and advisor to celebrities, his unique vision creating stunning results.

Back to our question: Is the Brilliant Flying Tourbillon Watch Choker the start of a new trend? Rihanna’s love of Jacob & Co. pieces has created a frenzy in the past. During her incredible Superbowl LVII performance she sported a diamond-set red Brilliant Northern Lights timepiece from the company. Demand skyrocketed among her fans and watch lovers… Might watch chokers become the next big thing?


See our coverage of Pharrell William’s first Louis Vuitton show, here.