When Jacob & Co. made the bold decision to give Tom Brady a $740,000 Caviar Tourbillon watch ahead of Super Bowl LIX, it was a move as audacious as the timepiece itself. In an industry where lending luxury items to celebrities for temporary red-carpet appearances is standard practice, outright gifting such a rare and extravagant watch was a gamble. But it was a calculated one.
Brady, debuting as a broadcaster on the biggest stage in American sports, provided the perfect platform for the spectacle. As cameras caught his every movement on the sidelines and in the broadcast booth, his wrist became a magnet for attention. The shimmering yellow sapphires of the rose gold Caviar Tourbillon stood out as a symbol of refined flamboyance, and the brand’s bet paid off handsomely.
The watch sparked immediate curiosity. Social media lit up with close-up shots and questions about the gleaming piece that seemed more like a jewel than a timekeeping instrument, as pointed out by Women’s Wear Daily. Fashion outlets, watch collectors, and mainstream media all took note, elevating Jacob & Co.’s visibility far beyond its usual haute horlogerie circles. For a brand that thrives on merging technical prowess with over-the-top luxury, the Super Bowl placement could not have been more perfect. It wasn’t just about being seen – it was about being remembered.
The Caviar Tourbillon is a masterstroke in watchmaking and gem-setting. The version worn by Brady is crafted from 18K rose gold and fully encrusted with baguette-cut yellow sapphires. The dial features a mesmerizing opening that showcases a one-minute flying tourbillon, a hallmark of mechanical sophistication.
But Jacob & Co. didn’t stop at the dial. Flip the watch over and the sapphire caseback reveals the movement itself, Caliber JCAA43, set with 338 brilliant-cut diamonds across the rotor and bridges.
It is one of the few self-winding movements in Jacob & Co.’s collection, chosen here to give both kinetic function and visual drama. Every element, from its 47mm case size to the diamond-draped mechanics, screams intention. It is a piece designed to command attention and admiration in equal measure.
Tom Brady’s relationship with Jacob & Co. is not new. The former quarterback has become a beacon of elevated taste in the world of luxury watches. In 2024, Brady auctioned part of his personal collection with Sotheby’s, including a yellow gold Rolex Daytona “John Player Special” and a custom Audemars Piguet Royal Oak worn during his Netflix roast.
But in terms of public resonance, nothing matched the media coverage that came with his Super Bowl wristwear. In an interview with Bloomberg, Jacob & Co. CEO, Benjamin Arabov, confirmed Brady reached out to the brand “looking for a timepiece that would have a strong presence on his wrist.” The Yellow Caviar watch stood out from the options that were presented to him. The superstar wore it during his debut as a Super Bowl broadcaster for Fox, and not only viewers but even the media were so captivated by the timepiece that the brand racked up more than 6 billion impressions.
Jacob & Co., ever aware of how to wield celebrity power, has previously outfitted the likes of Cristiano Ronaldo, Lionel Messi, and Drake; all figures whose style is as influential as their talent. In choosing Brady, the brand not only aligned itself with American sporting royalty but also with a personality known for its meticulous image.
Beyond the world of athletes and musicians, Jacob & Co. has also found a place in modern pop culture. The brand made a memorable appearance in the hit HBO series The White Lotus, where its opulent aesthetics served as a visual metaphor for the wealth and excess depicted in the show. By weaving its watches into storylines about privilege and power, Jacob & Co. positioned its creations not just as accessories, but as cultural statements. That narrative, that a timepiece can reflect identity, status, and drama, echoes in its choice to place the Caviar Tourbillon on Brady’s wrist.
In a sea of standard celebrity endorsements, Jacob & Co.’s move was refreshingly bold. It didn’t lend the watch. It gave it. And in doing so, it bought not just exposure but cultural impact. At $740,000, the Caviar Tourbillon may have seemed extravagant. But in the theater of the Super Bowl and the court of public opinion, it was a small price to pay for global attention.
