Why Are Sapphire Cases So Expensive? Find out with the Jacob & Co Bugatti Chiron

After a small but refreshing break here we are with finally a new video marking the opening of a new season of fascinating watch stories!
And to mark the occasion, we had the chance of visiting a supplier specialized in making sapphire components, whether simple glasses or more complex glass boxes. But we were there to see what it takes to manufacture probably the most complex sapphire case we have ever seen with the Bugatti Chiron from Jacob & Co. and we were not disappointed.
I hope you will enjoy this behind the scene video as much as we enjoyed making it!
Visit our website: www.watchestv.com/
Support us on Patreon for extra interactions and goodies: / thewatchestv

[@Chief305]

Sapphire scratches at a level 8 with deeper grooves at a level 9.

[@a_rabid_raccoon]

hi Jerry

[@asfsfas2435]

that's what i thought.

[@TertyWerty]

jerryrigeverything

[@KibbleWhite]

Give one to Jerry!

[@Intredo]

The watch may not be my cup of tea, but I really appreciate this insight view of the manufacturing. Thank you for this in-depth video!

[@WATCHESTVcom]

And many thanks to you for your very appreciated comment. The very best to you!

[@mickeyromeo]

I bet Invicta is more your cup of tea isn't it?

[@galaxysega3883]

if this watch is not your cup of tea...you don't know tea sir!

[@gkelly]

Thanks for giving this look behind the curtain! Shaped sapphire like this has always been so fascinating to me, very rewarding to see how it's done.

[@JamesAlexander14]

What a fantastic insightful video Marc. Even I didn’t realise what craftsmanship went into creating such an interesting part of the watch. What is really interesting is that the manufacture isn’t just about machining and that it requires a dedicated human touch to attempt perfection. Thank you Marc. Once again a great video. Bravo and Viva La Watchmaking❤️🙏

[@WATCHESTVcom]

Happy to have brought this up and yes, it takes a lot to do these cases!!!

[@zimbakin]

Thanks for explaining and showing the process. The detail and craftsmanship is incredible. I was always quick to dismiss the hype around sapphire glass. Not any more, cheers.

[@WATCHESTVcom]

Most welcome and thanks, very happy about this

[@marcusp905]

I have had the pleasure off seeing this watch in person ,I can hand on heart say it's an amazing work of art

[@caustic625]

All the littlest of details that the camera cant provide your eyes to appreciate as much as seeing it with your own eyes

[@SinnerAndSaint]

I don't get the hate about the brand many have... Jacob & Co. is very open and transparent about what and how they do things. I think you can't deny that they produce some really amazing timepieces that are truly incredible horological engineering! Thanks so much for showing, MAD!

[@WATCHESTVcom]

You are most welcome and always nice to go behind the scenes of such feat!

[@danny77670000]

The price is eye watering also

[@WATCHESTVcom]

@@danny77670000 True ;)

[@movadopika]

Why would anyone hate the brand, Jacob & Co. is next level with their exquisite pieces.

[@EadricRicmund]

@@movadopika I think most people's gripe is Jacob watches don't have the classic look (which isn't bad, it makes them unique). Time has yet to prove that their designs will ever be timeless and fit for all occasions. This is a reason why Rolex is so successful. They can be timeless or a little bit over the top (with the Rainbow Daytona). With that said, I don't think anyone is bashing on the engineering side of things.

[@oklmrems4958]

Love this kind of insight, i wish there were more vids about how different component of watches are made.

[@WATCHESTVcom]

Soon an announcement regarding this ;) the very best to you

[@vaughanatkinson8421]

A fantastic insight into a remarkable process. Thank you as always for your content that is always exciting viewing for our shared passion!

[@lawrencelibby3607]

Thank you for this, Marc-Andre. As a machinist with a some familiarity with hard substances, I've been wondering how they can make watch cases so cheaply, if at all! 80 to 120 hours just for one case part.

[@WATCHESTVcom]

Yes, almost the definition of cumbersome!!! Thanks for sharing this

[@GoFastJames]

Thanks for sharing a well-done video. From the very few that have seen the finished product in person say the Jacob / Bugatti Chiron sapphire is one the clearest and best examples of doing a Sapphire case watch. With more videos coming out showing close up can see the case is on another level. Will be interesting to see what's next to push the limits.

[@WATCHESTVcom]

And these limits keep getting pushed, it’s amazing and fantastic, we love it 👍👍

[@GoFastJames]

@@WATCHESTVcom What next every part Sapphire put color leds light up parts. That kind be intresting to see if someone could do that and keep it a mechanical watch even powering the leds.

[@WATCHESTVcom]

Actually this exists and here’s a really interesting example: kzbin.info/www/bejne/g3O8gmqpfceSr8U but to do this with sapphire case could indeed be quite spectacular!

[@frankcohen3514]

Wow! What a wonderful way to greet the new day. Thank you for this video. I had no idea of how crazy sapphire cases were to make. -Frank

[@WATCHESTVcom]

Happy to have been useful ;)

[@vtsax67]

J'attendais avec impatience cette vidéo, vraiment superbe de voir le processus de fabrication de cette boite. Au plaisir de vous revoir. Vincent

[@WATCHESTVcom]

Merci beaucoup et très content que ça vous ait plu!

[@hoffmancapote]

Thanks Marc Great video again Marc. It is the first all Saphire case I have seen. I can well imagine it is a case that needs time to appreciate this watch with this material because of its unusual appearance.

[@WATCHESTVcom]

You are very welcome and thanks for your comment 🙏

[@klintbartle54]

Very insightful look into Sapphire and its use in watch making. Thank you Marc

[@WATCHESTVcom]

You are most welcome and love making these!!!

[@GGMattt]

Stunning work as always from Jacob&Co

[@robertnorth1681]

Very instructive and amazing design. Can't imagine wearing this on my wrist, but the craftmanship is undeniable.

[@WATCHESTVcom]

Very nice comment, thanks a lot 👍👍🙏🙏

[@VLXVNDR]

Great video. But when will everyone stop acting like diamonds are rare??… Diamonds used within tools is incredibly common. It’s the diamond companies hoarding them and telling us they’re valuable which continues the facade. Looks cool, would rather a Casio G-Shock tbh 👌🏼

[@graealex]

Well, part of the argument here is that making diamond tooling actually is expensive, or at least more expensive than not using diamond. In the same sense that carbide tooling is more expensive than HSS tooling. The industrial grade small diamonds or the diamond dust aren't that expensive by themselves, that is true.

[@tonylee-UK]

Bravo Marc! Wonderfully educational video- thank you. VIVA KNOWLEDGE!

[@WATCHESTVcom]

That's right and thanks so much, really appreciated!!!

[@standias6407]

Nice video! Was always curious about the sapphire cases.

[@kushalthakkar1057]

Very Informative. Thank you.

[@watchclog2979]

Just unbelievable! Thanks for sharing

[@WATCHESTVcom]

Most welcome and thanks for watching

[@f.d.6667]

I summarize: the price of sapphire cases is a protection measure to prevent people from buying grotesquely over-designed -wedding cakes that show the time- watches and to help them to reflect on the benefits of minimalism. Fine by me.

[@graealex]

What? No. It's actually pretty hard to manufacture a sapphire case, vs. a stainless steel case for example. The question is whether it's a useful thing to have, but it doesn't change the fact that it is honestly a complicated and time-consuming process.

[@vasyapupken]

@@graealex yeah. those CNC grinder work so hard )) don't be silly.

[@graealex]

@@vasyapupken The simple fact that the machining operation isn't cutting, but grinding. Grinding tools aren't really indexable. That makes especially CNC very complicated. But keep talking...

[@88lew]

Thank you for showing the insight of a sapphire case , people tend to underrate sapphire because it looks less flashy for some people.

[@davidrees1840]

Thank you, this was fascinating! I would have liked to see a completed watch on someone's wrist.

[@frankcohen3514]

Congratulations WATCHES TV on 10 years! -Frank

[@WATCHESTVcom]

THANKS SO MUCH!!!!

[@jeromecarlson9144]

Producer Michael and Jacob did a video yesterday about this watch too. It's awesome to see how they are being developed

[@WATCHESTVcom]

Didn't know, quite a coincidence!!!!

[@baraki808]

Why youtube gave me this suggestion.

[@hunterthompson6574]

Love the video as always Marc. May I ask who produces your glasses frames? I love them!

[@greasyrailman]

That was very interesting, thank you.

[@20thcenturyboy85]

Awsome Vid! THANKS!!!

[@phillipmeacham]

Wow love this. Saw Jacob on producer M this week. Now I get to see what he was talking about. Awesome

[@WATCHESTVcom]

Cool and happy you did!!! The very best to you

[@valution9792]

gorgeous work

[@ManuB985]

Really really amazing!!! thank you!

[@WATCHESTVcom]

You're very welcome! Thanks for watching and commenting this. The very best to you

[@suzz1776]

That watch is so beautiful and that case makes it perfect :)

[@WATCHESTVcom]

Very impressive for sure!!!!

[@spiritedjourney5447]

I have to say the engineering is spectacular and the science is amazing but I wouldn't wear this for any price but that's what makes the world go round amazing video thankyou so much

[@johnmoorefilm]

Fascinating! Thank you MA

[@WATCHESTVcom]

Thanks and most welcome, very happy you enjoyed it

[@paulandsueroberts4121]

Really interesting....thanks Marc.

[@WATCHESTVcom]

Glad you think so! Thanks so much and the very best

[@mrglock2313]

Jacob and co catch flack I think because they haven't been around 150 plus years, but it's the hand work that goes into these gadgets/watches that I really appreciate. And Jacob has great ideas and they care about quality. As a craftsman my self I like the level of quality any good watch maker does.

[@conker9746]

really enjoyable this episode, so beatiful this peace of art

[@dioxviad]

If you get a Levi’s Jean jacket you will complete the look of a Canadian Tuxedo

[@RN-kl4kp]

For sure

[@WATCHESTVcom]

Hahahaha, am not that far then 😉👍👍

[@FirestormAA]

Yo Marc..... always nice to catch new video from u.

[@WATCHESTVcom]

Hi and thanks so much!

[@cristhian.acosta9583]

*Hi, I'm Latino, and I don't know English, but I have translated my comment, and it's the first time I've seen this channel, and it's a gem, I really liked this video, and the good thing is that it has a Spanish subtitle, I love the watch, although I could not buy one of these, but I loved seeing the process of its creation is great* 😎👍

[@WATCHESTVcom]

Muchas gracias 🙏🙏🙏🙏

[@vasyapupken]

being a product designer/engineer myself it s such a fun to watch consumer videos like this ) with all this "specialty" and awesome "uniqueness" leading to higher retail price. "wow its a special aluminium powder" - nope. its a regular aluminium powder. produced in large quantity and dirt cheap. "wow this material is so hard that only diamond will cut it" - just like other shit ton of hard materials. that's why diamond tooling are mass produced and dirt cheap. "wow we develop a special polishing technique" - you mean that good old technique of polishing optical pieces? guess the cost of it ))) and yes, the sapphire crystal itself - blank of appropriate size will cost around 100$

[@WatchMakerIrshadSulaiman20]

Great innovation 😍👏🏼👏🏼

[@WATCHESTVcom]

Thank you! 😊

[@2.Panzerdivision]

What incredible science goes into these watches

[@WATCHESTVcom]

Oh yes!!!!!

[@fernandocortess]

Amazing job 👏👏

[@WATCHESTVcom]

Thanks a lot for this!!

[@watchesaliswiss714]

hi marc-long time no see-good look with your incredibel channel-thank you from algeria

[@WATCHESTVcom]

Yes we indeed took a little break 😉 thanks my friend

[@SnowCat247]

That was very interesting.. ty

[@WATCHESTVcom]

Glad you enjoyed it

[@pwn1966]

Great video.Thanks.Lots of interesting info on the manufacturing process. US$1.3 Million if anyone is wondering.

[@WATCHESTVcom]

Yep, that's the reality ;) Thanks so much

[@VWatchie]

Thanks! I had no idea!

[@WATCHESTVcom]

happy to be useful ;) best to you

[@cyphre]

Really neat stuff. Not sure the machining process is such a big deal, however. Seems all he was referencing was the fact that diamond grit media (same as you'd find in industrial grinding applications) wears down at a certain rate. Which is the only real difference between it and traditional machining practices. So although diamond grit wheels are cheaper than carbide, they would be replaced frequently.

[@d.summers719]

Regardless of the price, we all can appreciate "art and science" in the form of a wrist watch. Great content, just subscribed.

[@WATCHESTVcom]

Great and super happy to hear this, thanks and welcome aboard!!! Best to you

[@oldestries]

Oh I also have diamonds bits & blades attachments for some of my makitas. It still sounds cheap here tho.

[@SilvaDreams]

Lol that is because industrial diamonds are cheap as FUCK.

[@oldestries]

Lets make industrial gold then!

[@SilvaDreams]

@@oldestries Sadly gold is rare, diamonds are not. Industrial diamonds are just the ones that aren't useful for the jewelry industry (so most of them)

[@oldestries]

Exactly.

[@sgtellioman]

When I wake up as lord of the universe, this will be my first acquisition

[@WATCHESTVcom]

You have a plan 👍👍👍

[@stevenuk]

brilliant !!

[@WATCHESTVcom]

Thanks so much

[@capdelaxavineta6267]

Since i started to watch ProducerMichael videos i always wondered how sapphire crystal cases were made, thanks to this video now I know

[@ericswain4177]

Must be a similar type of processing that was used in the manufacture and sculpting of the Mitchell Hedges Crystal Skull.

[@spanishjo4282]

Jacob & Co watch are the best watch ever made

[@christopherross8358]

I love how they are pretending that diamond bit tooling is expensive and rare. Also, this guy... Every case is unique, the pressure from hand tooling...blah blah blah. So is every hardwood floor.

[@keatonjones6115]

love how you pretend like you know what your on about.... As I jeweler I can tell you most stones are like aluminum in softness, sapphire is like forged steel. Lets say the same diamond wheel is cutting both of them, one just lasts alot longer on softer materials. Cut and polish sapphires at these tolerances and come back saying its cheap, ill wait =) Hardwood floors are a work of art too and each is unique to the floor contractor. difference being no one else makes these, nor could, remember these guys are growing their own stones too., which is much harder than growing trees.

[@christopherross8358]

@@keatonjones6115 Well did you make yourself feel better? You have no clue who I am, and I also raised money for my first business through my work in the gem trade in LA. My comment was directed to the FACT that most diamond bit tools are made from industrial diamonds. I know a diamond polishing wheel can get up there... and that is my point. They shouldn't cost as much as they do, they don't cost that much in other industries outside the jewelry industry.

[@FFA704]

@@christopherross8358 FACT

[@keatonjones6115]

@@christopherross8358 I''m sorry I made an assumption (in fairness not many people are in the field haha) but was an assumption none the less! That's awesome man!! I have misunderstood, text is a bit iffy out of context. Just to compare hardwood floors to this kind of machining is a bit of a stretch and why I was being defensive, I truly appreciate this kind of work and the uniqueness of what's being done. But to reduce it to cost of diamond tooling bits when I think the point is you need the machines that can do it + The knowledge and skills required to use is immense and that's what is depicted for me. Not the cost of bits, that's just 1 tiny thing he said, which I'm sure they cut out of a longer talk. Manufacturers for that equipment probably have their own patented designs for tooling/servicing bits, so would be beyond unreasonable costs I'm sure, so yeah I'm sorry I read it the wrong way!!! I totally agree with the pricing in general is way expensive for what it actually is for sure!! But these guys aren't pretending it's expensive for THEIR machines I don't think. Again sorry for the confrontation and assumption, I whole heartetly defend arts like these as it's what I passionate about !!

[@christopherross8358]

@@keatonjones6115 Thank you. I've done a lot of design work and fabrication in multiple industries - but basically it's come down for me using my skills as a sculptor and mold maker. I've cut stones before as well. It is difficult work if you have cheap equipment, especially if you don't use an angle milling tool. After getting out of the service, I took a job for a while installing hardwood flooring - and it was more challenging in my opinion. We used to do crazy stuff though like installing herring bone (it's a type of cut on the wood) flooring at 45 degree angles with a decorative border. It's all challenging work, but so much of the gem industry is hyping up the value 5X what you paid for it, that when I hear people pitch it that way - I get a bit aggressive. I'm guilty of that projecting inflated value as well, otherwise I wouldn't have made the money I did.

[@Callsign-Blade_RunnerSG]

Using Laser cutting might be more cost effective than diamond cutting in the near future, thus it’ll bring the cost down for sapphire crystals for watches.

[@rava2107]

That is amazing and gorgeous, shame that I will never own one, very lucky people who get to enjoy the watch ⌚😉

[@WATCHESTVcom]

That's right!

[@pastuh]

Reality is this.. I don't have watch.. But I subscribed for this channel to feel I have amazing watch :D

[@gavincurtis]

Because they are made of Sapphire. Beautiful!!!

[@SilvaDreams]

But industrial sapphire is cheap to make and industrial diamond is even cheaper to buy. The only excuse for the price is "it's hand made" and "name brand"

[@arcadealchemist]

damn watches are just the best artform

[@oriontackett7643]

would laser cutting possibly work on sapphire cases though? The Chiron Sapphire is so Gorgeous. what an absolute masterpiece of natural elements. The working W16 Engine is mind blowing. I would love to see this with a sapphire band and have it colour -matched to a customer car. it would be nice to see it made for something like the Bugatti Centodieci in a classy, white outfit like Hermes. That would be incredible.

[@SilvaDreams]

Laser cutting works but it's not that efficient due to it being diffused. But their excuse of using diamonds is a joke because industrial diamonds are dirt cheap, you can go buy a pound of them for a few bucks.

[@CELEBFACTOR]

Great insight. Interesting to see the manufacturing aspects. @watchestv

[@WATCHESTVcom]

Thanks a lot 🙏🙏

[@prap9774]

and AVENTI makes their 100% Pure White Sapphire Case's for under $500...?? something doesn't make sense here. The royal blue sapphire case costed them $800 or $1000 (they said ??) fitted with a "fake" garbage Tourbillion movement from China for $250. = great investment !

[@valution9792]

That yellow is beautiful

[@04dram04]

This what I expect an expensive watch to look like.

[@Ender240sxS13]

seriously? Personally it's one of the ugliest, gaudy things I've seen... sure the precision of all the little parts is impressive, but the thing is hideous.

[@TomasWatchReviews]

very interesting

[@WATCHESTVcom]

Thank you very much and happy you liked it!!

[@OrionCamps]

There's no way this is actually hard to make.

[@SilvaDreams]

Yup, industrial diamonds are dirt cheap, like you can buy pounds of them for a few bucks and all the machining could easily be done by machines... But their claims are what sell it idiots and sucks.

[@b00nsmoviesss]

Great video, as always! Much love.

[@WATCHESTVcom]

Thanks so much!

[@RamDragon32]

So, it's so expensive because of diamonds? Someone should tell them that diamonds of the size and quality to cut and polish are among the most abundant minerals on earth. They're often flushed away or burned off as industrial waste. The hype of diamonds is one of the biggest lies of the modern era. Lab-made diamonds are also remarkably easy to produce. Way easier than sapphire. I don't say any of that to diminish or dismiss the beauty and art of the watch, but just to point out that, "Because we wanted to sell the most expensive watch," would have actually been a more interesting story to tell.

[@SilvaDreams]

Not to mention industrial diamonds which are the ones not worth turning into jewelry are worth only dollars per pound and not worth squat and common as hell. The tiny amount of diamond dust used in the making of the sapphire casing is worth MAYBE pennies. But hey the people buying thee are idiots and lap this crap up, just tell them it's made with diamonds and sapphire (even if artificial and cheap) PLUS it's hand made.. Instant rich moron boner.

[@hamzehomari]

Another great video Marc, a comment on the placing of your mic, the rubbing is heard.

[@WATCHESTVcom]

Yes, i know, really embarrassed about that but was too late to reshoot 🙏🙏

[@hamzehomari]

@@WATCHESTVcom Thanks Marc, keep them coming 🙏

[@mohammedwani8515]

This is not a watch industry It is a civilization industry I hope the Pharaohs are better to sleep than to be amazed Thanks marc

[@WATCHESTVcom]

Interesting!!!!

[@abogs7848]

I used to think oh sapphire, its just another material but now I understand its value to some extent

[@SilvaDreams]

Industrial sapphires aren't worth anything unlike their natural counterparts... Kind of like artificial diamonds or industrial diamonds aren't worth anything either. It's the rarity of the natural ones that gives them their worth. (which fyi you can buy industrial use diamonds for a few bucks per pound. Come from the same mines but thousands of times more common and worth that much less)

[@NetherVoiD]

If my memory serves me correct I saw one of these in Dubai Mall.

[@PPCCO.]

That watch is amazing, Jacob has been innovating new designs for the last 5 years.

[@seethisth4753]

It's equivalent of racecare shaped bed. Great technical achievement tho.

[@midclock]

Wouldn't be possible to mold the sapphire when it's not hardned yet? I guess it's not possible, but if it is, it will save some time

[@ianboard544]

Why not go all the way and make the movement out of sapphire? Transparent gears in different colors would be very cool.

[@lefroy1]

I hope that workshop has very soft floors and surfaces. Can you imagne dropping one?

[@WATCHESTVcom]

A very big moment of solitude for sure were that to happen!!!

[@steffanjensen4927]

worth every penny

[@DecemberNames]

That sapphire Jacob watch costs one million three hundred thousand American dollars.

[@WATCHESTVcom]

It does, quite a price right???

[@Jin-Ro]

Fortunately diamond is as common as muck. Unfortunately De Beers hordes them all to artificially inflate the price.

[@thetruthexperiment]

I’m more interested in the boule process. But I didn’t know they had such decadence.

[@SilvaDreams]

Yeah the process has been around for a while and honestly sapphire is used in a lot of thing and thus the process to make it is cheap unlike a real natural sapphire. Plus industrial diamond is worth.. Well Nothing. Literally you can buy pounds of it for dollars.

[@plageran]

The meaning of Life, We are who we are and after years of refinement we find out who we really are.

[@mrt6399]

what machine were they using to machine it? it looked like a dmg

[@JS-zb1vv]

Had no idea they were lab made stones

[@momosapien9189]

oh yeah that asmr 2:49

[@leozebiosthor6242]

I wonder if they are the manufacturers of Richard Mille sapphire cases as well.

[@WATCHESTVcom]

I don't believe so...

[@leozebiosthor6242]

@@WATCHESTVcom Got it. Thank you

[@Karsonbarnes11]

I still believe that this is the coolest watch that's ever been made in the history of watchmaking.

[@BobbyDazzler888]

Why?

[@Karsonbarnes11]

@@BobbyDazzler888 from a technical standpoint and from an aesthetic standpoint I just love it. It's really difficult to manufacture in sapphire and the fact that they made a case and crown as beautifully as they did in addition to an exact replica of the W16 engine that is an automaton is just really cool.

[@WATCHESTVcom]

Really thanks a lot for your view on this amazing machine!!!

[@Karsonbarnes11]

@@WATCHESTVcom as a watchmaker, I love when your videos get specific and go into details of manufacturing. Been following you for years and never been disappointed with the content, keep up the amazing work you all do!

[@thetruthexperiment]

I wonder how many have been broken so far.

[@mohammedines6182]

J'ai dit a Jacob que c'est ma préférée.

[@WATCHESTVcom]

Elle est incroyable!!!

[@watchuwatching1286]

Many people and watch reviewers alike seem to pan these high end pieces... I assume, because the prices are so far out of range for most of them. Regardless, I do not think one can call themselves a true watch enthusiast without realizing that this watch is truly an incredible feat of horological engineering.

[@TheRausing1]

That’s not the reason. I can afford a Jacob and Co Chiron, but for the same money I feel I could buy multiple watches of much higher quality and horological significance. Yes the effect of the mechanics are cool to look at, but a Lange Triple split costs less than this watch. I think that tells you everything.

[@watchuwatching1286]

@@TheRausing1 The only reason you replied to my comment was to bullshit about how you could afford this watch. Admit it. Stroking your ego through trolling KZbin comments doesn't really make you look legit.... probably because you are not.

[@DR.ELEKTRIK]

I always wondered why Richard Mille watches cost so much!

[@patrickspapens5497]

correct, hardness does not mean toughness. the harde things are, the more brittle they are. just look at tungsten carbide.

[@Cmm4626]

I like that yellow

[@maka2211]

So sapphire is an aluminum powder? Al2O3?

[@BWRMGR]

why you took so long? 2 weeks great content BTW

[@WATCHESTVcom]

I agree, but the break was nice too ;)

[@IppiopaidFEEDBACK]

Wow.