Jacob & Co. x Amrita Sethi

Astronomia Art UAE — Where Time Meets Sound

Overview

In 2023, globally renowned luxury watchmaker Jacob & Co. partnered with Amrita Sethi, the UAE’s first NFT artist and inventor of SoundBYTE art, to create a one-of-a-kind timepiece and artwork hybrid titled “Astronomia Art UAE.” This collaboration brought together the worlds of haute horology and immersive digital art, resulting in a statement piece that redefined storytelling through both time and technology.

Project Details

• Name: Astronomia Art UAE

• Year: 2023

• Medium: Fine Art + Augmented Reality + SoundBYTE + Haute Horology

• Partners: Jacob & Co. × Amrita Sethi

• Art Style: SoundBYTE (visualized voice wave + illustration)

• Tech Integration: Augmented Reality + NFT (digital collectible)

Concept

The project was built on a single, resonant phrase:

“Astronomia Art UAE”

Amrita captured the soundwave of that phrase using her signature SoundBYTE technique—turning the literal shape of the voice into a visual framework. She then illustrated detailed symbols of the UAE’s cultural identity, innovation, architecture, and energy within the wave itself. The resulting artwork became a visual voiceprint of the UAE’s creative heartbeat.

This SoundBYTE was then woven into the design of Jacob & Co.’s Astronomia timepiece, one of the most technically complex and visually striking watches in the world.

Augmented Reality Integration

The experience didn’t stop at the surface.

A custom AR layer allowed collectors and viewers to scan the artwork and activate a 3D animation that brought the voice and visuals to life.

• The soundwave animates

• The elements move and shift in time

• The voice plays in tandem with the artwork

The result is a fully immersive storytelling loop—where you see the sound, hear the message, and feel the motion.

Innovation at Every Level

For Jacob & Co.

• Extended their legacy of innovation beyond horology

• Integrated digital fine art and AR into a traditionally analog space

• Demonstrated a next-gen collectible concept for a new generation of luxury connoisseurs

For Amrita Sethi

• Her first collaboration with a global luxury brand

• Introduced SoundBYTEs into horology—a first-of-its-kind integration

• Reached an audience of high-end collectors, watch lovers, and art-tech enthusiasts

Quote from Amrita

“A watch measures time—but this project captured a moment. With Jacob & Co., we told a story that you can see, hear, wear, and own. It’s a new kind of legacy, powered by voice and vision.”

Legacy & Impact

“Astronomia Art UAE” is more than an artwork or a timepiece. It is a cultural artifact—a collectible that fuses craftsmanship, sound, and storytelling into something that lives in both physical and digital space.

This project marked a turning point in the world of luxury:

• Where NFT meets haute horology

• Where a woman artist from the UAE redefines global collaboration

• Where a voice becomes timeless