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Watches on the neck? This is the new trend promoted by Rihanna

For Pharrell’s Louis Vuitton debut, Rihanna arrived wearing a Jacob & Co. watch, but this time around her neck.

Watches on the neck? This is the new trend promoted by Rihanna

After the success that was to see RiRi wearing a Maison watch to match her red outfit at the Super Bowl 2023, the artist and Jacob Arabo team up once again to design the ‘Choker Watch Tour de cou’, which, as the name suggests, tells the time from the neck.

Pregnant with her second child, the artist appeared on the front row of the Louis Vuitton SS24 fashion show, alongside her partner A$AP Rocky. Showing off her baby bump, Rihanna also showed off her watch, but in a quite different way: she wore it tied around her neck, as if it were a choker. Of course, Rihanna didn’t choose just any watch.

The piece in question was made by Jacob & Co, a brand with which she has had a very special relationship for ten years. In fact, at the Super Bowl 2023, the Barbados singer wore on her wrist a Jacob & Co. with 323 diamonds. This time, she has decided to go further, with the Brilliant Flying Tourbillon model.

On Instagram, Jacob & Co. explained that the 47 mm white gold Brilliant Flying Tourbillon watch, composed of 368 diamonds, was reinvented and reconstructed to be worn as a choker. The watch showcases a variety of baguette-cut diamonds totaling more than 30 carats and justifying its $700,000 price tag.

LVers by Pharrell Williams: the beginning of a new era.

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