Jacob & Co. has created the first NFT watch

After the world of art, the fashion industry is now the field that more than others is experimenting with the potential of NFTs. Non-fungible tokens, digital certificates of authenticity, are entering the fashion ecosystem going from big luxury brands, such as Gucci, whose Gucci Ghost GIF signed by Trevor Andrew sold for $3,600, to emerging sneaker game names, up to Formy Studio and its digital artwork.

The latest name to venture into NFT territory is Jacob & Co., the so-called streetwear jeweller. The brand has in fact presented its first-ever NFT watch. It's a one-of-a-kind model, called the NFT SF24 Tourbillon, which boasts a working split-flap system, which displays different types of cryptocurrencies, like Bitcoin and Ethereum, in a short 10-second animation.

Jacob & Co.’s CEO Benjamin Arabov commented on the release like this: "My hope is for Jacob & Co. to become the first luxury brand to launch a successful NFT and pave the way for other luxury brands to start launching products & collections through NFT. It’s not a matter of ‘if’ NFTs will have a place in the watches and luxury world, but ‘when.’ For Jacob & Co., the ‘when’ is now, and we are prepared to pioneer this shift."

The brand founded by Jacob Arabo, born Yakov Arabov, an Uzbek-American diamond cutter, has always had a very special bond with the world of streetwear and the hip-hop scene and in recent years has signed a collaboration with Takashi Murakami, Pharrell, Kanye West, Supreme, and most importantly, Virgil Abloh.