JACOB & CO IN THE SKY: WHEN HIGH-END BRANDS BUILD CITIES
- Raffles Jakarta
- Oct 21, 2025
- 5 min read
Updated: Nov 21, 2025
Luxury has always been about pushing boundaries. For centuries, fashion houses and watchmakers have set the standard for taste and culture. Now, these luxury brands are expanding into new territories, including construction, architecture, and real estate. This shift from their traditional focus is not just a departure, but a bold leap into innovation. The partnership between Jacob & Co. and Binghatti Developers to construct a record-breaking ultra-luxury skyscraper in Dubai is a testament to this innovative spirit, combining luxury branding, celebrity influence, and urban design in a previously unexplored way.
Jacob & Co. and Binghatti: A New Dubai Icon
Jacob Arabo, also known as "Jacob the Jeweller," founded Jacob & Co. It has long been the jeweller of choice for famous people worldwide. Jay-Z, Cristiano Ronaldo, Kim Kardashian, Jennifer Lopez, Pharrell Williams, and David Beckham have all worn his expensive watches and jewellery. Jacob & Co. is collaborating with Binghatti Developers to introduce a celebrity aura to Dubai's skyline with a tower that will shine like one of the brand's Astronomia watches.
The skyscraper, designed to showcase the beauty of Jacob & Co.'s diamond creations, will feature ultra-luxury apartments with interiors that embody the brand's distinctive style. Jacob & Co., like Armani, which personally oversaw the Armani Hotel Dubai at the Burj Khalifa, is ensuring that its DNA flows smoothly from jewellery to architecture.
Jacob & Co Beyond Jewellery: Working Together Across Industries
Jacob & Co. has done other things besides making watches and jewellery, such as the skyscraper project. The brand has always worked with people from different fields to make its cultural impact bigger:
Automotive: Jacob & Co. collaborated with Bugatti to create the Bugatti Chiron Tourbillon watch, a timepiece inspired by the Bugatti Chiron's design, introducing new ideas to the world of watches.
Entertainment: Jacob & Co. collaborated with Paramount Pictures, drawing inspiration from The Godfather to create a movie watch featuring a musical complication that plays Nino Rota's famous theme. Celebrities and industry leaders attended a star-studded gala in Sicily to see this.
Fashion: Jacob & Co. jewellery has been worn on red carpets, from the Met Gala to the Oscars, and notable wearers include Rihanna, Beyoncé, Kanye West, and Drake. This shows that its influence goes beyond watches. These moves are similar to those of other luxury brands: Bulgari is expanding into hotels, Bentley is entering the real estate market, and Porsche Design https://shop.porsche.com/ is foraying into architecture.
The Coming Together of Celebrities, Luxury, and Construction
The Jacob & Co Tower is part of a bigger trend where fashion and jewellery brands get into construction, which is made even bigger by celebrity culture:
David Beckham promoted Armani Residences Dubai, which was popular with stars during the Dubai International Film Festival.
Palazzo Versace Dubai is a name closely associated with Donatella Versace and has hosted stars such as Jennifer Lopez and Kanye West.
Adele, Tom Cruise, and Zendaya are all fans of Bulgari Hotels, which have set a new standard for luxury in Rome.
Missoni Residences in Miami and Dubai are popular with famous people, such as Serena Williams and LeBron James.
Naomi Campbell and Gigi Hadid are fans of Fendi Château Residences Miami.
Roberto Cavalli Tower in Dubai: A real estate version of Cavalli's bold style, which Shakira and Jennifer Lopez have worn.
Bentley Residences Miami: Celebrities who collect cars, like Cristiano Ronaldo, have helped spread the word.
Lionel Messi, who famously bought an apartment in the Porsche Design Tower Miami, was drawn to it.
Bugatti Residences by Binghatti: Inspired by high-end cars and popular with famous people like Floyd Mayweather Jr. and Drake, who both own Bugattis.
Why High-End Brands Get Into Construction
The reasons are as much about brand equity as they are about making money:
Lifestyle Integration: Luxury brands like Armani, Fendi, and Bulgari are not just selling products; they are selling a lifestyle. By building homes and hotels, they are extending their brand experience beyond the fashion runway or the red carpet, keeping their customers in their world 24/7.
Celebrities have a unique power to make branded spaces more appealing. Stars like Rihanna, Beyoncé, and Kylie Jenner, who are often seen wearing Dior, Fendi, and Hermès, bring a touch of glamour to these spaces. Their presence not only enhances the allure of these spaces but also adds a layer of exclusivity, making them even more desirable for luxury enthusiasts.
Market Expansion: Global hubs like Dubai and Miami, which are favoured by celebrities such as Cristiano Ronaldo, DJ Khaled, and Kylie Jenner, are ideal locations for brand-driven real estate.
Cultural Permanence: Towers and hotels are like monuments that keep a brand's vision alive. They become part of the city's skyline, a constant reminder of the brand's presence and influence, much like Armani's name on the Burj Khalifa.
The Future of High-End Real Estate
The Jacob & Co Tower in Dubai is a symbol of a future where brands backed by celebrities blend jewellery, fashion, cars, and architecture. Harry Styles supports Gucci Residences, Emma Stone promotes Louis Vuitton Hotels, and Elon Musk and Grimes imagine Tesla eco-cities. These things could be coming soon.
Getting Ready for Future Leaders
Our Fashion Marketing and Management Program at Raffles looks at these changes. Students learn how brands like Jacob & Co., Armani, Versace, Bulgari, and Bentley transform their DNA into iconic buildings and how famous individuals amplify these projects even further. We prepare students to work for multinational companies or launch their own projects through our global network. These students will become the leaders who change what luxury means across industries and borders.
Arman POUREISA
Marketing Manager
References
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BoF. (2024). The state of fashion 2024. Business of Fashion & McKinsey & Company.
Bugatti. (2023). Bugatti Residences by Binghatti in Dubai. Bugatti. https://www.bugatti.com
Bulgari. (2024). Bulgari Hotels & Resorts. Bulgari. https://www.bulgarihotels.com
Deloitte. (2024). Global powers of luxury goods 2024. Deloitte.
Hodinkee. (2022). With a blowout gala in Sicily, Jacob & Co releases a wild new “Godfather” watch. Hodinkee. https://www.hodinkee.com/articles/with-a-blowout-gala-in-sicily-jacob-and-co-releases-a-wild-new-godfather-watch
Jacob & Co. (2023). Binghatti and Jacob & Co partner to develop ultra-luxury Dubai skyscraper. Jacob & Co. https://jacobandco.com/news/binghatti-and-jacob-co-partner-to-develop-ultra-luxury-dubai-skyscraper
Missoni. (2024). Missoni Residences Dubai. Missoni. https://www.missoni.com
Porsche Design. (2023). Porsche Design Tower Miami. Porsche Design. https://www.porsche-design.com
Statista. (2025). Global branded residences market value. Retrieved September 29, 2025, from https://www.statista.com
Vogue Business. (2024). How fashion brands are investing in real estate. Vogue Business.
WatchAdvice. (2022). Jacob & Co and Bugatti release the Tourbillon car watch. WatchAdvice. https://www.watchadvice.com.au/30774/jacob-co-and-bugatti-release-the-tourbillon-car-watch/
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