Rihanna is no stranger to making bold fashion statements, but her latest appearance at the Louis Vuitton Spring-Summer 2024 fashion show turned heads for more than just her stunning outfit. The billionaire singer and entrepreneur showcased an unconventional accessory—wearing a luxury watch as a choker necklace. What seemed like an impromptu styling choice turned out to be a calculated PR move that blended high fashion with strategic branding. The move not only showcased her unique style but also sparked conversations about luxury fashion trends and strategic brand collaborations.

A Star-Studded Fashion Show & Rihanna’s Iconic Presence

On June 20, 2023, the fashion world witnessed a groundbreaking moment as Pharrell Williams made his debut as the Men’s Creative Director for Louis Vuitton. The event attracted a constellation of A-list celebrities, including billionaire power couple Jay-Z and Beyoncé, media mogul Kim Kardashian, and NBA legend LeBron James. However, despite the presence of numerous high-profile guests, it was Rihanna who stole the spotlight.

Dressed in a chic plaid outfit that accentuated her baby bump, the 35-year-old mogul paired her look with an accessory that had fashion enthusiasts buzzing—a dazzling Jacob & Co. Brilliant Flying Tourbillon watch worn as a choker.

The $670,000 Timepiece That Redefined Luxury

Rather than sporting the watch on her wrist, Rihanna redefined luxury fashion by transforming it into a statement necklace. According to Jacob & Co., this marked the first time in history that a timepiece from their collection was worn in such a manner. The 47mm white gold watch is encrusted with a staggering 338 baguette-cut diamonds that are invisibly set, including:

• 136 gemstones on the watch face

• 170 diamonds on the 18K white gold case

• 15 additional diamonds on the crown, including a 1-carat cabochon-cut gemstone

The watch, priced at $670,000, is part of an ultra-limited edition collection with only 18 pieces available worldwide. Rihanna’s decision to debut the accessory at one of the most-watched fashion events of the year was no accident—it was a calculated marketing move that elevated both the brand and her personal style icon status.

How Rihanna & Jacob & Co. Teamed Up for the Ultimate Fashion Flex

Jacob & Co. revealed that Rihanna personally approached them with the vision to create a watch necklace that would stand out as a bold fashion statement. The collaboration resulted in an accessory that is as much an art piece as it is a timepiece.

“When Rihanna came to us, she already had a clear vision—she wanted something that would redefine how a luxury watch could be worn,” the brand shared. “This piece is more than just a watch; it’s a declaration of creativity and personal style.”

Rihanna: A Fashion Icon for the Ages

This isn’t the first time Rihanna has used accessories to cement her place in fashion history. Her ability to mix high-end luxury with streetwear influences has made her one of the most influential style icons of her generation. A fashion analyst noted:

“Decades from now, when designers look back for inspiration, Rihanna’s name will be mentioned alongside icons like Cher in the ‘70s and supermodel Kate Moss in the ‘90s. Her fearless approach to fashion ensures she will always be a reference point in the industry.”

Her latest watch choker moment solidifies her reputation as a trendsetter who dares to challenge traditional norms.

A History of Luxury Timepieces in Rihanna’s Collection

Rihanna’s love for extravagant watches has been evident over the years. During her Super Bowl halftime show in February, she rocked another eye-catching Jacob & Co. timepiece—the Brilliant Skeleton Northern Lights.

• The watch, valued at $72,000, featured a transparent red sapphire crystal dial

• A diamond-encrusted bezel with 251 diamonds

• An additional 30 diamonds on the crown and 42 more on the buckle

• A matching red strap to complement her custom Loewe outfit

Even Jacob Arabo, the founder of Jacob & Co., has publicly praised Rihanna’s unique taste, calling her both a fashion goddess and one of the most discerning clients he has worked with.

Beyond Fashion: Rihanna’s Billion-Dollar Empire

Beyond her headline-grabbing style, Rihanna’s influence spans across multiple industries. According to Forbes, her estimated net worth is $1.4 billion, making her one of the richest women in entertainment. She first rose to fame as a Grammy-winning artist, but in under two decades, she has expanded her empire to include:

Fenty Beauty – A revolutionary cosmetics brand valued at over $2.8 billion Savage X Fenty – Her lingerie brand that disrupted the fashion industry  Fenty Skin – A skincare line catering to diverse skin tones and types

With her business empire thriving, Rihanna has seamlessly transitioned from a music superstar to a business mogul, proving that her fashion choices are not just about style but also about branding and strategic marketing.

The Future of Rihanna’s Fashion Legacy

As Rihanna continues to push boundaries, the world eagerly watches what she will do next. Her choice to turn a luxury timepiece into a groundbreaking fashion statement proves that she is not just following trends—she’s setting them.

Her ability to merge high fashion, luxury branding, and celebrity influence into one seamless strategy has positioned her as one of the most powerful figures in both music and business. Whether she’s launching a new beauty product or redefining how we wear watches, Rihanna remains an unstoppable force in the world of luxury and style. 

Rihanna’s decision to wear a $670,000 Jacob & Co. watch as a choker was far more than just an extravagant fashion choice—it was a brilliant marketing move that showcased her power, influence, and innovation in the fashion world. As she continues to dominate music, fashion, and business, one thing is clear—Rihanna’s legacy is just getting started.

Fashion is all about breaking boundaries and redefining norms, and Rihanna has proven time and again that she’s fearless in her choices. Will other celebrities and fashion influencers follow in her footsteps by transforming watches into statement necklaces? Only time will tell.

One thing is certain: Rihanna’s $670,000 watch necklace has already made history, leaving an indelible mark on both luxury fashion and pop culture.