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Rapper Travis Scott spotted wearing Jacob & Co

Travis Scott was recently caught on camera sporting a Jacob & Co Five Time Zone in one of its most visually assertive configurations — the diamond-set bezel version on a red strap, catalogued under reference JC11. The pairing is entirely on-brand for Scott, whose approach to accessorizing tends toward deliberate statement-making rather than quiet luxury.

The Jacob & Co Five Time Zone is the piece that put the brand on the map. Launched in the early 2000s by Jacob Arabo — better known simply as Jacob the Jeweler — the watch was designed to serve a globetrotting clientele that needed to track multiple cities at once. The JC11 reference houses five independent quartz movements, each displaying the time for a different world city via its own subdial, all arranged symmetrically across a large 47mm case. The diamond bezel on this variant features pavé-set stones that frame the multi-dial architecture without overwhelming it — a relative restraint for a brand not known for holding back.

Among collectors, the Five Time Zone occupies a particular cultural niche. It is not a watch that serious horological purists pursue — quartz movements and a focus on jeweling over mechanical complexity put it outside that conversation. But as an artifact of hip-hop's relationship with luxury watches, the JC11 is genuinely significant. Jacob & Co timepieces appear in more rap lyrics and early-2000s music videos than arguably any other watch brand, and the Five Time Zone was the model most frequently referenced. Owning one today carries that cultural weight alongside its wearability.

Travis Scott's connection to high-end watches is well-documented. The Grammy-nominated rapper and creative director has been spotted in everything from AP Royal Oaks to Richard Mille collaborations, but his choice of the Jacob & Co JC11 here reads as a nod to the hip-hop watch canon rather than a flex on complication or investment value. The red strap selection adds a layer of intentionality that suggests styling, not impulse.

The Jacob & Co Five Time Zone JC11 carries a UK list price of £16,500, placing it at roughly $20,000–$21,000 at current exchange rates. On the secondary market, diamond-bezel variants move modestly below retail depending on condition and provenance, making this one of the more attainable Jacob & Co references for a collector looking to own a piece of genuine pop-culture history.