This is the story of one of the most recognisable watches of the 2000s. When the jacobandco Five Time Zone launched in 2002, hip-hop had enormous cultural influence, but its relationship with traditional luxury watchmaking was still relatively limited. Jacob Arabo was already operating in a different world, designing jewellery for artists, entertainers and athletes whose tastes were helping reshape the language of luxury. The Five Time Zone reflected that shift perfectly. It was oversized, colorful, customisable and often diamond-set, and it quickly became associated with names like Jay-Z, Pharrell, Busta Rhymes and Bono. A few years later, collaborations between major watch brands and musicians or athletes would become increasingly common. The Five Time Zone belongs to the earlier chapter of that story. Swipe through for how a quartz watch became such a defining part of 2000s watch culture. #wristcheck #JacobAndCo