Stealing the spotlight from Rihanna, one of the most iconic female music artists of all time, is no small feat. During Rihanna’s NFL Super Bowl halftime show on February 12, her US$72,000 Jacob & Co. watch became the cynosure of attention as the songstress and her exquisite timepiece literally painted the big event red. The Jacob & Co. Brilliant Northern Lights timepiece complemented the “Umbrella” singer, as she illuminated the crowd with her blazing energy and stunning scarlet Loewe jumpsuit . Rihanna’s timepiece match The 44mm timepiece looked amazing with its 251 pavé-set, round-cut diamonds on the bezel, and dazzling crown flaunting 30 round-cut white diamonds, as reported by Hypebeast. The fully red crystal cover on what is easily one of Jacob & Co.’s most alluring timepieces made it the perfect pick for Rihanna on her special night. Founder and creative director Jacob Arabo said, “Rihanna is like a goddess. She has it all, a sense of leadership like no other, heaps of talent and unique, vibrant energy . During the Super Bowl performance, she showed once again that she owns the stage, just any stage. And she’s a demanding customer. She only ever goes for the best of what we do.” Hard work and celebrity endorsement combined have catapulted the luxury brand to gain sales and success A catchy collaboration with Cristiano Ronaldo , a plan to build the world’s tallest residential building in the heart of Dubai, and association with The Godfather movie have grabbed the luxury watchmaker plenty of headlines. These significant developments have led to an impressive rise in sales for Jacob & Co.: 132 per cent from 2022 to 2013, per Watchpro. 8 times K-pop’s ‘sold-out stars’ reigned the fashion world, from V to Jennie The New York-based jeweller and watchmaker is making a mark in every corner of the world, from Tokyo and Mumbai to the Caribbean. According to WatchiLove, 2023 will see the brand open more boutiques in regions like Hong Kong, Vietnam and Australia. “Joining my father to run the company, doubling our business activities in two years has been incredibly challenging and rewarding. Supporting Jacob & Co.’s growth is the implementation of a strategy based on total independence, an agile management structure, a laserlike focus on innovative creations and absolute excellence,” shared Benjamin Arabov, who oversees the business with his father, per WatchiLove. “We see attractive opportunities in the US as we further develop our lower-end timepieces, with substantial growth happening in 2024 and 2025,” Arabov revealed. This article originally appeared on Luxurylaunches . Want more stories like this? Follow STYLE on Facebook , Instagram , YouTube and Twitter .