Topline
Social media star Jake Paul sported a one-of-a-kind $5.5 million Jacob & Co. watch studded with more than 700 emeralds while promoting his upcoming Netflix fight against boxer Gervonta Davis, while Mark Zuckerberg was recently seen at a UFC event wearing a specialized watch that may have carried a seven-figure price tag.
At a Sept. 23 press conference in Miami, Paul wore the Jacob & Co. Billionaire III, which is made of 18K white gold and contains 714 natural emeralds across the case, inner ring, movement bridges and bracelet, with a total carat weight of 147.65.
The following weekend, billionaire Zuckerberg rocked his own mega-luxurious piece at the UFC 320 event in Las Vegas: an Astronomic Souveraine from watchmaker F.P. Journe.
Zuckerberg was appearing to wear a custom version of the watch in titanium with a black dial that is not listed for public sale, but similar timepieces from the brand have sold for as much as $2 million.
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Conor McGregor also brought luxury watches into the ring over the weekend when he gifted his business partner, David Feldman, a Rolex in front of a full arena at the BKFC 82 event in Newark, New Jersey. McGregor gifted what appeared to be a Rolex Sky-Dweller in stainless steel and yellow gold with a black dial, worth an estimated $25,000.
Jacob and Co. has made roughly two dozen "Billionaire" watches since 2015 and each is a one-of-one creation sold privately. The first, which was set with 260 carats of emerald-cut diamonds that weighed as much as three carats each, was ultimately sold to former professional boxer Floyd Mayweather for $18 million. The Swiss watch brand F.P. Journe, which was founded in 1999 by François-Paul Journe, is a favorite of collector Zuckerberg. He's been seen wearing an F.P. Journe Chronomètre Bleu Byblos worth an estimated $250,000 and a piece from the brand's Souveraine collection estimated to cost about $50,000, among other watches.
Zuckerberg, the third-richest person in the world, had an estimated net worth of $244 billion as of Monday. Internet creator-turned-boxer Paul was ranked No. 3 on Forbes' list of the top-earning creators in 2025, earning an estimated $50 million as of June. McGregor was ranked among the world's highest-paid athletes in 2022 with estimated earnings of $43 million that year.