From humble beginnings to global acclaim, Jacob & Co. and La Aurora unite in a celebration of craftsmanship and perseverance. Discover the story behind their extraordinary collaboration.
When you think of fine watches and premium cigars, they may seem worlds apart. However, Jacob & Co. and La Aurora have come together in a surprising collaboration that celebrates their shared heritage of overcoming adversity and achieving excellence. This partnership, launched in January 2024, introduced the Epic X “La Aurora 1903” capsule, a stunning fusion of horology and tobacco craftsmanship.
Jacob Arabo’s journey is a testament to the power of vision and resilience. Emigrating from Soviet Uzbekistan as a teenager, Arabo found himself in New York City’s bustling Diamond District. By 21, he had opened his store, showcasing designs that defied traditional expectations. “I displayed these designs in the showcase, which made people think I was crazy,” Arabo shared with Highsnobiety. His unique creations, initially dismissed by many, eventually caught the attention of celebrities, catapulting him to fame as “Jacob the Jeweler.”
The early 2000s saw Arabo become a fixture in the hip-hop community, with his name dropped in tracks by the likes of Kanye West, Jay-Z, Ice Cube, and Nas. Despite this success, Arabo aspired to be more than just a jeweller to the stars; he sought to establish a heritage watch brand. “It was difficult to break into the Swiss watchmaking community at first,” he recalled. “They’re a tiny industry and they don’t accept strangers easily. But it worked for me. It took me time to earn their respect, and I did.”
La Aurora’s origins date back to 1903 when third-generation tobacco grower Eduardo León Jimenes founded the brand with a small team of six cigar rollers and a donkey. Their tapered, perfecto-shaped Preferido cigars quickly gained popularity, necessitating a move to Santiago de los Caballeros, the Dominican Republic’s second-largest city.
The journey wasn’t without its challenges. The 31-year reign of dictator Rafael Trujillo brought taxes, regulations, trade bans, and targeted laws that stifled the tobacco industry. During this tumultuous time, Jimenes passed away, and his son Fernando León Asensio took over. Under Asensio’s leadership, La Aurora not only survived but thrived, experimenting with Dominican wrapper tobacco and creating celebrated products like the La Aurora 100 Años cigar, which was named the Dominican Republic’s best cigar by “Cigar Aficionado” in 2004.
Today, Jimenes’s grandson, Guillermo León Herbert, leads La Aurora. With products in 90 countries and a reputation for unparalleled quality, La Aurora’s global vision is fully realized under Herbert’s stewardship.
The Jacob & Co. Epic X “La Aurora 1903” capsule epitomizes the fruition of dreams despite long odds. “This brand collaboration has developed naturally from the origin stories of both brands,” Herbert says. “Both brands started with modest beginnings, but through perseverance, expertise, creativity, and integrity, we have sought to change the way the world interacts with seemingly common products and turn them into luxury goods.”
Limited to 10 examples and priced at $48,000 each, the capsule is headlined by a La Aurora–themed Epic X watch. This exquisite timepiece features an 18K rose gold and stainless-steel 44mm case, a manually wound JCAM45 calibre movement, and a skeletonized dial adorned with La Aurora branding. Notable details include the company’s name, its majestic lion logo at noon, and a relief of a perfecto cigar.
Accompanying the watch is a humidor filled with 10 La Aurora 120 Anniversary Limited Editions, a full Dominican puro blend wrapped in a Habana 92 seed leaf and shaped as a No. 1 perfecto, Jimenes’s preferred format. These exclusive cigars, unveiled on October 3, 2023, mark the exact date Jimenes founded La Aurora in 1903.
The partnership between Jacob & Co. and La Aurora is more than a business deal; it’s a celebration of shared values and parallel histories. Both brands have transcended their humble beginnings through innovation, perseverance, and a relentless pursuit of excellence. The Epic X “La Aurora 1903” capsule not only honours their legacies but also sets a new standard for luxury collaborations, proving that when craftsmanship meets passion, the results are nothing short of extraordinary.
