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Carl Moon at Dubai Watch Week 2026 wearing his Jacob & Co watch
Dubai Watch Week has just wrapped its 2025 edition at Burj Park beside Dubai Mall, and organizers are already positioning the 2026 fair as the next step in the event’s rapid expansion. What began a decade ago as a regional gathering for enthusiasts and independent brands has grown into one of the most watched fixtures on the horology calendar. Recent editions have drawn tens of thousands of visitors and more than ninety brands, making Dubai a serious counterweight to Geneva in the world of watch fairs. Among the collectors and creators walking the 2025 halls was YouTube and social media personality Carl Moon. Known primarily for his cryptocurrency content and mindset videos, he spent part of the week documenting his own watches, including a Jacob & Co piece built around a seven-figure NFT, as well as pieces he encountered around the Burj Khalifa and the new Burj Park venue.
From DIFC To Burj Park, Dubai Watch Week 2025 Marked A Shift In Scale
Earlier editions of Dubai Watch Week were staged at The Gate in Dubai International Financial Centre, with a layout that mixed brand boutiques, horology forums and temporary structures built specifically for the show. By 2023 the event had already grown into its biggest version yet, attracting more than twenty-three thousand visitors and increasing attendance by more than forty percent compared with the previous edition. For 2025 the fair moved to an expanded footprint at Dubai Mall and Burj Park beneath the Burj Khalifa. The new location allowed for larger stand-alone brand spaces, more masterclasses and a broader independent section. Reports from organisers and local media point to around ninety participating brands and crowds approaching thirty thousand visitors, confirming the fair’s shift from regional meet-up to a major international event with free public access but exhibition fees on par with the biggest trade shows. Dubai Watch Week 2026, scheduled again for November in Downtown Dubai, is being promoted as a continuation of that growth, with advance material describing a further increase in brands and programming.
YouTube Star Carl Moon’s Personal Watch Collection And His One-Million-Dollar NFT Jacob & Co Piece
In the days around the fair, Carl Moon published a video walking viewers through several of his own watches. He began with a Rolex Day-Date, which he says he acquired for about twenty-one thousand dollars, describing it as his first serious step into high-end watches. He then moved to a Patek Nautilus, a piece he recalls paying roughly one hundred thirty-seven thousand dollars for, positioning it as a pivotal purchase that marked the moment he began viewing watches as assets as much as accessories.
The centrepiece of the video was a Jacob & Co watch built around a CryptoPunk NFT. At the time Moon bought it, he says the embedded NFT alone carried a market value close to one million dollars. The watch marries a digital collectible with a physical, limited-run timepiece from one of the most visually ambitious makers in contemporary horology. For Moon, whose career was built in cryptocurrency and digital assets, the piece reads as both a statement of identity and an experiment in how on-chain value can be expressed in traditional, mechanical form. He acknowledges that the price of the NFT has moved with the broader crypto market. The logic he outlines is simple: if digital asset prices rise again, the Jacob & Co piece, as a combination of rare watch and significant NFT, could appreciate as a single, indivisible object.
Carl Moon’s Jacob & Co watch, featuring a $1,000,000 NFT
The Ultra-Rare Jacob & Co Billionaire Line And The “Billionaire 2” Watch
Separate from his own collection, Moon has also filmed one of Jacob & Co’s most extreme creations, an ultra-rare piece in the Billionaire family of watches. In a recent video, Carl tries on a seven-million-dollar watch known as the “Billionaire” and it’s fully configured version known as the “Billionaire 2”, reaching around 8.8 million in value. Carl draws attention to details that generally only serious collectors and industry insiders discuss.
The “Billionaire” and “Billionaire 2” watches feature a full pavé diamond setting accompanied by architectural skeletonisation. Even a small alteration to the bracelet involves removing links that he values at roughly two-hundred-thousand dollars each. To give his audience a reference point, he compares the watch’s total value to the cost of several Bugattis or a major cryptocurrency portfolio. That video provides context for his posts from Dubai Watch Week 2025, where he is seen wearing a domed Jacob & Co model and tagging the brand, its founder Jacob Arabo and its regional operation while walking through Downtown Dubai and around Burj Khalifa. The footage ties his private collecting habits to the public event without turning him into the centre of the fair.
How Carl Moon’s Crypto Background Bleeds Into His Watch Choices
Moon’s watch preferences reflect his professional history. His breakout years came from making early, high-conviction bets in cryptocurrency and building an audience around those decisions. The Jacob & Co piece containing a CryptoPunk sits at the intersection of that world and the traditional craft of mechanical watchmaking. By holding an NFT that once cleared the million-dollar mark inside a complex mechanical housing, he effectively treats the watch as a frame for a digital work of art. The NFT’s floor price and the watch’s own desirability move on different curves, but in combination they create a hybrid object whose value is tied to both markets. For a segment of his audience that understands crypto more than tourbillons, the Jacob & Co piece acts as a bridge into horology. For those already immersed in watches, it is an example of how the asset class is evolving.
Carl Moon x Christian Louboutin, Burj Park And The Visual Language Around Dubai Watch Week
In photos taken during Dubai Watch Week 2025, Moon is seen wearing Christian Louboutin sneakers as he walks the Burj Khalifa promenade and circulates near the Burj Park venue. He tagged the French footwear brand in the same posts that mention Jacob & Co. The red-soled shoes have long been part of Dubai’s luxury streetwear landscape and sit comfortably alongside the kind of watches on display at the event. Those images underline an important part of Dubai Watch Week’s appeal. The fair is not just about closed-door industry meetings. It is staged in a location where the public, visiting collectors and online personalities move through the same space, blurring the line between trade event and cultural festival.
Carl Moon wearing Christian Louboutin shoes on the day of his Dubai Watch Week attendance
Why Dubai Watch Week Matters As The 2026 Edition Approaches
Reports from recent editions of Dubai Watch Week emphasize that the fair remains non-commercial in structure, with no direct retail sales on site, in contrast to older trade-show models. Exhibitors pay for space, but visitors enter free of charge. Horology forums, debates, masterclasses and hands-on sessions run alongside brand booths, giving enthusiasts access to watchmakers who are often unreachable elsewhere. With the 2025 edition now completed at its expanded Burj Park venue and the 2026 edition already being promoted with promises of a larger footprint and programming, Dubai Watch Week has clearly moved beyond its early niche. It operates as both a showcase for technical innovation and a social hub for a community that mixes traditional collectors, new-wealth buyers from across the region and digital-first figures such as Carl Moon. For Moon, the week offered a backdrop to show how his own collection fits into that world: a Rolex Day-Date as the starting point, a Patek Nautilus as an early leap in value, a Jacob & Co watch with a seven-figure NFT at its core, and an interest in ultra-rare pieces like the 8.8-million-dollar Billionaire example. For the event itself, he was simply one attendee among thousands, another sign of how far Dubai Watch Week has travelled from a local gathering to a fair that now shapes the conversation around high-end watch culture, and is already looking ahead to what 2026 will bring.
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