![]() ![]() He says the importance of digital media for luxury goods was underscored during the pandemic. We want the world to discover the creative genius of my father and there is no better way in today’s world to showcase that creativity than on social media.” We have so much creativity to show, we can’t sit around waiting for a trade show or a magazine cover featuring our watch. “It’s for that exact reason why digital is so important to us. Most are in awe when they see our watches,” Arabov said. Additionally, our products have a natural ‘jaw dropping’ effect. Over the past five years we’ve launched more collections than our competitors have in 20-plus years. “We are producing never before seen complications at a rate that no other luxury watch brand is producing. ![]() This concentration in social media has directly led to annual year-on-year growth in sales of 20% to 30% for the past four years, he said. ![]() He says the company’s main Instagram account is the fastest growing among its peers, along with TikTok. Since he took over the social media activities of the company as a consultant in 2017, Jacob & Co.'s combined social media audience grew from 200,000 to 2.5 million followers. Meanwhile, Benjamin Arabov has been concentrating on moving the company into the digital age and it will remain his focus as he leads the business. Benjamin Arabov with his father, Jacob Arabo, in his father's New York office. ![]()
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