The Real Time Show – Geneva Watch Days 2025: Bahman Tagharrobi of Jacob & Co

Date: September 7, 2025
Hosts: Rob Nudds & David Vaucher
Guest: Bahman Tagharrobi (Lead Watchmaker Instructor, Jacob & Co)
Location: Jacob & Co Boutique, Rue du Rhône, Geneva

Brief Overview

This episode of The Real Time Show dives into the world of Jacob & Co through an in-depth, candid conversation with Bahman Tagharrobi, the brand's lead watchmaker instructor. Set during Geneva Watch Days 2025, hosts Rob Nudds and David Vaucher explore Bahman's journey in horology, Jacob & Co’s philosophy of creativity without limits, the technical challenges of their boundary-defying watches, the realities of global luxury watch markets, and the advent of safety and practicality concerns around ultra-high-end timepieces. Delivered with the show's trademark mix of sharp questions and watchmaking banter, this is a window into one of the industry’s most provocative brands.

Key Discussion Points & Insights

1. Bahman Tagharrobi’s Journey in Watchmaking

• Background: Born in Iran, moved to Germany as a child, trained in German (Chronoswiss) and Swiss watchmaking traditions.
  • "I was born in Iran and... my family moved to Germany. That's where I also learned watchmaking... but I was very from the very beginning quite influenced of the Swiss watchmaking because I learned my profession at Chronoswiss." — Bahman (01:30)
• Move to Jacob & Co: Sought creative freedom, found it at Jacob & Co.
  • "Other brands have a lot of restrictions. I like to develop watches, I like to design watches. And I realized in these companies you have more restrictions..." (01:30)

2. Jacob & Co’s Creative Ethos: No Limits, Only Possibilities

• Brand Philosophy: Jacob & Co breaks industry norms—size, boldness, function.
  • "When you say, oh, this watch should be not bigger than 40 millimeters. [Jacob] says why? Who wears it written? Is it written in stone?" — Bahman (01:30)
• Design Diversity: Each watch could fit another brand's identity, but Jacob & Co embraces eclecticism—from Astronomia and the Godfather to bespoke jewelry.
  • "Each watch could be from another company... It's all under the roof of Jacob & Co because Jacob and we do the things we really like to do." (01:30)

3. Does Jacob & Co Care About Timekeeping?

• Provocative Question: Do they prioritize accuracy in their avant-garde watches?
  • "Any quartz watch for a hundred dollars will be more precise than the most expensive mechanical watch... But we care because, well, if it's not precise, the clients realize that." — Bahman (04:52)
  • "Mechanical watchmaking is pure luxury. There's no doubt on that." (04:52)
• Technical Challenge: Impossible to chronometer-test multi-axis tourbillons easily; still aim for good tolerances.
  • "A multiple axis tourbillon is hard to measure its precision... We are in between the tolerances of, let's say average chronometrical watchmaking." (04:52)

4. Creative Constraints, or Lack Thereof

• Freedom vs. Constraints: Jacob’s only restriction is the expectation of “crazy,” not traditionalism.
  • “Your restriction might be the expectation that everything you do is crazy... But people are going to say, oh, you’re not supposed to do that.” – David (06:33)
• Example – Jean Bugatti: Exceptionally complex, deceptively classic watch defied those expectations.
  • “We released a watch for the Bugatti collection called the Jean Bugatti... From the front it looks very classic... When I was turning the watch, the backside, then I realized, okay, that’s a Jacob & Co. What is happening inside is really crazy.” — Bahman (07:18)

5. Market Uncertainty & Clientele

• Luxury Market Psychology: Fluctuations (tariffs, global fears) don't affect ultra-high-end buyers.
  • "When we go in a higher level, all about above 250,000, 300,000, because they're so exceptional... These people are looking for that." — Bahman (09:09)
• Accessible Line Impact: For models priced 15–40k CHF, buyers are a bit more cautious, but high-value buyers remain resilient.

6. The Experience of Unlimited Creativity

• Potential for Aimlessness: Total freedom can be daunting; creative direction often comes from Jacob and bespoke client ideas.
  • “There are periods coming up when... Jacob gives us just a hint of an idea and you have no branches to grab... Then he sees when we’re not going towards his vision, he gives us a little bit more.” — Bahman (10:20)
• Bespoke Culture: Many key designs originate from customer requests—e.g., Astronomia Dragon inspired by a client.
  • “Jacob’s DNA is actually bespoke pieces for clients... The first dragon we did... the main idea came from a client.” (10:20)

7. Presence at Geneva Watch Days: Boutique vs. Pavilion

• Client Experience: Chose to operate from the boutique for privacy, full collection display, and client comfort.
  • “We cannot sit down with the client and ask him sit on a cube for half an hour and watch at $2 million watches...” — Bahman (12:46)
• Participation in the Pavilion: Still important—presenting key novelties, like the Astronomia Regulator.

8. Jacob & Co’s Global Market Footprint

• Main Markets: U.S. leads in volume and value, followed by Middle East (especially Dubai), then Mexico, Japan, Singapore, Australia/New Zealand are growing.
  • “United States is the biggest market in terms of volume, also value... Dubai is really the strongest in the United States. And then we have local markets, like, for example, Mexico.” — Bahman (14:36)
• Boutique Strategy: Limited by exclusive production (5,000 watches/year). Many markets clamor for boutiques but supply constrains expansion.
  • “Annual production of 5,000 pieces and around a thousand pieces never reach a boutique. These are bespoke pieces.” (17:30)

9. Security, Safety, and the “Wearability” of Extreme Luxury Watches

• Rising Crime Concerns: Some regions less safe for wearing luxury watches; Singapore, Dubai, Japan highlighted as safe zones.
  • “Any watch is a danger, any luxury watch... But we have the really strong markets... Singapore [is so safe], not even allowed chewing gum in Singapore." — Bahman (14:36, 20:49)
• Behavior Choices: Bahman travels with low-key watches for safety (and to avoid intrusive attention from customs or fans).
  • “I have a mission. And then when I'm on the spot, I wear what I can wear.” — Bahman (23:45)
• Insurance/Practicality: Jacob & Co considered offering watch insurance, but chose not to; unique sculptural pieces are rarely targeted because they’re “special occasion” watches, not daily wearers.
  • “Astronomia is really not an everyday watch. This is like as a smoking. You will not walk around... buying some croissant.” — Bahman (19:26)

10. Transforming Watches into Table Clocks

• Exploration of Table/Desk Pieces: With some watches being impractical, Jacob & Co has ventured into clocks—like the collaboration with Bugatti and Lalique.
  • “We actually did an astronomy table clock... We just released also a new collaboration with Bugatti & Lalique for a table clock. It's a beautiful piece for the table.” — Bahman (21:25)

11. Memorable Customer Interactions

• Anecdote of Recognition: Bahman shares a story where a car rental agent was more interested in his wristwatch (the Bugatti Chiron) than the rental transaction—a testament to the impact and curiosity their timepieces provoke.
  • “The wife doesn't exist anymore. The car rental wasn't important what car they give. He said, yeah, take any car. I'm occupied here.” — Bahman (23:45)

Notable Quotes & Memorable Moments

• On Defining Jacob & Co:

  • “Jacob has such an open mind and he questions everything.” — Bahman (01:30)

• On Market Perception:

  • "The restriction might be the expectation that everything you do is crazy." — David (06:33)

• On Bespoke Origins:

  • “Jacob’s DNA is actually bespoke pieces for clients...The first dragon we did...the main idea came from a client.” — Bahman (10:20)

• On Luxury Watch Safety:

  • "I have to say astronomy is really not an everyday watch. This is like as a smoking. You will not walk around with smoking buying some croissant." — Bahman (19:26)

• On Customer Fascination:

  • “He said, yeah, I read so much about it. Is it the... Does it work inside the pistons or is it just an anime sh. On in 3D animation? I said, no, no, here, you winded it. So the wife doesn't exist anymore. The car rental wasn't important what car they give. He said, yeah, take any car. I'm occupied here.” — Bahman (23:45)

Important Timestamps

• 01:30 – Bahman shares his watchmaking journey and entry to Jacob & Co
• 04:52 – Philosophical debate: Does Jacob & Co care about timekeeping?
• 07:18 – The story behind the “Jean Bugatti” watch
• 09:09 – On the impact of market uncertainty and client profiles
• 10:20 – Creative challenge: Dealing with total freedom and bespoke client ideas
• 12:46 – Why Jacob & Co prefers the boutique to the pavilion during Geneva Watch Days
• 14:36 – Global market strength: U.S., Dubai, and emerging regions
• 17:30 – Limited production, bespoke business model explained
• 19:26 – On personal and customer safety regarding luxury watch crime
• 21:25 – From watch to table clock: expanding horological art
• 23:45 – Anecdote: Chiron watch encounter at a car rental desk

Episode Takeaways

This episode is a rare look inside the mind of Jacob & Co’s technical team—a brand that thrives by ignoring conventions, fueling clients’ wildest dreams, and blurring the boundary between horology and kinetic art. Bahman Tagharrobi offers witty, reflective perspectives on what it means to build watches for those seeking the impossible—and what it’s like living (and traveling) with those creations in an unpredictable world.