Pharrell Launches Joopiter Auction of 30 Jacob & Co. Watches and Jewelry

Pharrell Williams has placed 30 rare Jacob & Co. watches and bespoke jewels on Joopiter, the online auction platform he founded in 2022, under the sale title Objects of Brilliance. The collection combines pieces from Williams’s personal archive and Jacob & Co.’s vaults and is anchored by a 112.7-carat yellow diamond necklace that aggregated coverage values at $6 million to $8 million.

The 112.7-carat yellow diamond necklace was created from a reference image Pharrell provided of a historic diamond necklace once worn by the Queen of England; Robb Report described the piece as “made only last year,” and said Pharrell asked for “regal elegance” tempered by a bold execution in yellow to satisfy a lifelong obsession with the color. That necklace is being presented as the sale’s standout lot among a mix of bespoke, one-of-a-kind pieces and archive rarities.

Another centerpiece is a Jacob & Co. gold necklace described as one of Pharrell’s most prized possessions: set in 18-karat gold, weighing over 260 grams, it carries roughly 81 carats of diamonds and about 38 carats of colored gemstones and includes two yellow diamonds. Estimates attached in coverage put that necklace between $700,000 and $900,000, underscoring the collection’s combination of heavy gem weight and wearable scale.

Early pieces that chart Pharrell’s relationship with Jacob Arabo are also on offer. A seven-row cuff set with 57 carats of fancy yellow diamonds, estimated at $80,000 to $100,000, was one of the first purchases Williams made from Jacob & Co. and was worn throughout the early 2000s. The sale also includes multiple examples of the Jacob & Co. Five Time Zone family, among them a Diamond 5 Time Zone Royal Collection watch and what coverage described as the first Five Time Zone watch, a model credited with laying foundations for the brand’s theatrical modern watchmaking.

Jacob Arabo, founder of Jacob & Co., framed the partnership in cultural terms, saying, “As soon as I met Pharrell, I understood that he was a creative force, always looking to push boundaries and think beyond the status quo. What we’ve built together reflects constant evolution and has influenced culture. It changed the way the world views the intersection of jewelry, streetwear, and luxury.” Benjamin Arabov, CEO of Jacob & Co., called the first Five Time Zone watch “a relic of early 2000s streetwear.”

Media reports vary on the auction window: several outlets reported the online sale runs into early March, with closing dates cited as March 5 by some and March 3 by others. Social conversation surfaced too, a Facebook post from According 2 Hip-Hop about the auction recorded 71 reactions, 7 comments, and 6 shares, with sample comments including “So Drake didn’t get the real rare pieces” and “Drake already owns all of these!!!”

The Objects of Brilliance sale distills a 30-year creative partnership that produced more than 100 custom Jacob & Co. pieces into a 30-lot market offering, shifting jewelry worn in moments of pop and street culture into the formal collector marketplace as the online bids conclude in early March.