Fez — Moroccan-Canadian star Nora Fatehi has become the latest face of luxury watch and jewelry house Jacob & Co., bringing her high-glamour image into one of the most recognizable names in celebrity-driven fine watchmaking.
Jacob & Co. also shared the collaboration in a post showing Fatehi in Morocco’s national team colors, tying the luxury watch campaign to her Moroccan identity and football-stage visibility.
The announcement places Fatehi in a luxury universe long associated with bold design, diamonds, and pop culture visibility.
A luxury match built on spectacle
For the campaign, Fatehi appeared wearing the “Brilliant Skeleton Northern Lights,” a Jacob & Co. timepiece that blends high jewelry with exposed mechanical watchmaking. The model features a 44mm case, a manual-winding skeleton movement, and diamond-set detailing across the bezel, crown, and clasp. Jacob & Co.’s product details list the watch with 323 round white diamonds totaling approximately 11.2 carats.
The choice fits both sides of the partnership. Jacob & Co. has built its reputation on watches that function as visual statements, while Fatehi has shaped her career through performance, fashion, and a carefully constructed global image. Her public style often moves between Bollywood glamour, Arab influences, and Western pop aesthetics.
Founded by Jacob Arabo in 1986, Jacob & Co. began as a New York luxury label before expanding into high-jewelry watches and technically ambitious pieces. The brand’s official history says Arabo launched the label in 1986, while the company describes its identity through creativity and designs “inspired by the impossible.”
FIFA World Cup spotlight
The Jacob & Co. announcement also comes after another major global stage moment for Fatehi this year. Fatehi was among the artists performing at Canada’s FIFA World Cup 2026 opening ceremony in Toronto on June 12, alongside names including Michael Bublé, Alessia Cara, Elyanna, and other artists.
Her song “Siir Siir,” released with Vegedream, Sanjoy, and FIFA Sound, has become part of the Official FIFA World Cup 2026 Album, adding another global milestone to her expanding music career.
Nora Fatehi’s global rise
Fatehi, born in Toronto to Moroccan parents, built her career in India as a dancer, actress, singer, and performer. She became widely known through Bollywood dance numbers, including “Dilbar,” and later strengthened her Arab and Moroccan connection through the Arabic version of the song with Moroccan group Fnaire.
Her international profile has continued to grow beyond cinema. In 2024, Warner Music Group announced that Fatehi had signed her first major global record deal, with the partnership aimed at expanding her music career through teams in the United States and worldwide.
A Moroccan name in global luxury
The Jacob & Co. partnership reinforces Fatehi’s positioning as a cross-cultural celebrity with links to India, Morocco, Canada, and the Middle East. It also shows how luxury houses are increasingly choosing public figures whose appeal crosses markets, languages, and entertainment industries.
