Jacob & Co. creates headlines everytime it releases a new one-off, limited series, or production model to its outstanding and pricey inventory. While this Swiss watchmaker claims the unthinkable is achievable, the only way to stay ahead is to create timepieces that live up to the hype.

That usually means expensive, complicated, haute horology, and distinctive jewelry—true challenges as watches and jewelry. That also requires an unbelievable amount of rare precious stones, 18K or 24K white or yellow gold for the setting, which is often invisible, and enough diamonds to destroy the Titanic.

This ostentatious watchmaking is best shown in the 2015 Billionaire series.

Jacob & Co. introduced the newest Billionaire, the most costly ($20 million) and first to use entirely yellow diamonds with the harder Asscher cut, earlier this year. The Billionaire Timeless Treasure, a luxury watchmaking milestone, was completed over five years for Jacob & Co.’s most discerning and wealthy clients.

The rapper Rick Ross is a notable collector of rare gems, including luxury watches, jewelry, and cars. Social media reports suggest he may want to upgrade his Billionaire watch to the Timeless Treasure, but Floyd Mayweather may be more financially equipped to acquire it.

Rick Ross might remind folks that he’s already a billionaire while the world is buzzing about a fresh acquisition. His recent IG post does exactly that, as well as promote other unrelated products. He wants everyone to know he owns a Billionaire III Jacob & Co. watch.

The Billionaire III was released in late 2022 in a limited quantity of 18. It’s still one of the most expensive watches and a superb example of Jacob & Co.’s diamond artistry at $3 million.

Billionaire III is frosted with white diamonds. The case has 75 emerald-cut diamonds, the inner ring 76, and the bridges 57 baguette-cut white diamonds. The bracelet’s 18K white gold latticework lets Jacob & Co. install the stones discreetly. The bracelet alone has 504 invisible-set emerald-cut white diamonds. The crown is a 1-carat rose-cut diamond, like a cherry on a diamond cake, totaling over 129 carats.

The skeletonized Jacob & Co. manual winding caliber JCAM39 with a 72-hour power reserve powers the Billionaire III, which has anti-reflective sapphire glass on both sides. This makes the movement the jewel at the core of the jewel, with all its elements and components on a linear display to be examined from any angle.

The watchmaker describes the “mechanical splendor of the skeletonized movement” that floats in this diamond cascade without a dial. It’s glitzy, yet this watch’s intricate features are stunning. You may admire those diamonds up close if you can get past their sparkle.

Like the other Billionaire models, this one has “Billionaire” on the caseback with a smiling face for the “O”.

Rick Ross bought the Billionaire III immediately after its debut and has worn it before, but this is the first time he’s worn it with Jacob & Co. pinky diamond rings. Given his appearance on Superwatchman Magazine’s cover wearing the same watch and recent talks about buying the Billionaire Timeless Treasure, the timing is certainly not a coincidence. No doubt, this is a real flex.