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Rapper Sean John Combs Puff Daddy spotted wearing Jacob & Co

At the 2005 MTV Video Music Awards, Sean 'Diddy' Combs stepped into the press room cradling a Moonman trophy and wearing what may be the single most expensive wristwatch ever seen on that particular red carpet: the Jacob & Co Royal Five Time Zone, pavé-set from lug to clasp in baguette-cut white diamonds. For a man synonymous with conspicuous luxury, this was a statement even by his own formidable standards.

The Jacob & Co Royal Five Time Zone is built around the brand's signature multi-timezone complication, displaying five independent time zones simultaneously via five subsidiary dials arranged symmetrically on the main dial plate. The case — believed to measure approximately 47mm — is constructed in 18-karat white gold and completely covered in channel-set baguette diamonds. The bracelet mirrors this treatment, with precisely cut rectangular stones fitted flush across every link. The result is a monolithic, near-colorless piece of jewelry that functions as a mechanical watch almost as a secondary consideration.

Jacob Arabo, known as 'Jacob the Jeweler,' built his reputation in the 1990s supplying hip-hop's elite with custom diamond timepieces when Swiss haute horlogerie still largely ignored that demographic. The Royal Five Time Zone full-baguette configuration sits at the absolute apex of the Jacob & Co catalog — a made-to-order commission rather than a standard production reference. Each stone is hand-selected for color and clarity, and the setting work alone represents hundreds of hours of bench time by specialist gem-setters in New York.

For collectors, this piece occupies a category beyond conventional horology. It does not trade on movement pedigree — the in-house or supplied caliber is secondary to the jeweling — but as an artifact of early-2000s hip-hop luxury culture it is historically significant. Combs was arguably Jacob & Co's most visible ambassador during this era, and appearances like the 2005 VMAs functioned as marketing worth millions.

With a published list price of $1,000,000 USD, the full-baguette Royal Five Time Zone rarely surfaces on the secondary market. When comparable Jacob & Co fully-set pieces do appear at auction, results vary widely depending on diamond quality and provenance. A celebrity-associated example like this one would command a meaningful premium over a comparable anonymous piece.