A $40,000 Watch That Mines Bitcoin: GoMining and Jacob & Co Present a Hybrid of Luxury and Crypto Tech

January 28, 2026. The worlds of luxury goods and digital assets are taking another step towards each other. Cryptocurrency platform GoMining, known for tokenizing mining power, and luxury watchmaker Jacob & Co. have announced a joint project – a mechanical watch that not only tells time but also allows its owner to mine Bitcoin. The collaboration, dubbed Epic X GoMining, is an attempt to transform crypto mining from a purely technological process into an element of a status accessory and attract a new, affluent audience. This move highlights the ongoing convergence of high-value physical assets and blockchain-based utilities, appealing to a niche of collectors who value both craftsmanship and digital novelty.

What’s in the Box and How Does It Work?

According to media reports citing an announcement by GoMining, the package is a hybrid of a physical and digital product.

• The Physical Watch: A model with a 44mm black titanium case with a wear-resistant DLC coating and a manual-winding movement. The dial features the GoMining logo and a stylized Bitcoin image.
• The Digital Miner: The owner receives a non-fungible token (NFT) that represents the right to use virtual mining power of 1000 terahashes per second (TH/s). This NFT is linked to an account on the GoMining platform and provides access to the company’s remote data centers.

The operating principle is paradoxically simple for such a complex product: the owner activates the NFT miner through their GoMining account and then begins receiving daily Bitcoin rewards. The company promises automatic payouts minus fees that cover electricity and equipment maintenance costs at its data centers.

Price, Edition, and Market Launch Strategy

The project is positioned as exclusive, which is reflected in its parameters:

• Price: 40,000 US Dollars.
• Edition: A limited series of 100 pieces.
• Sales Channels: The watches will be available at Jacob & Co. showrooms in New York and Miami, as well as through the brand’s official website.
• Presentation: The official debut is scheduled for February 10-12 at the GoMining booth during the major crypto conference Consensus in Hong Kong.

GoMining CEO Mark Zalan directly states the goal of the collaboration:

“Collaborating with a well-known brand will allow us to enter the luxury goods market and also introduce this audience to the world of mining and cryptocurrencies, if they are not already familiar with it.”

Context and Analysis: Luxury as a Gateway to Crypto

This project is a vivid example of the trend towards hybridization of the crypto industry and traditional markets. For GoMining, the partnership with Jacob & Co. is a strategic marketing move that allows:

1. Differentiation in an oversaturated mining services market.
2. Attracting capital from wealthy investors, for whom $40,000 is not an investment in mining, but the purchase of an exclusive accessory with an added function.
3. Creating a physical, tangible asset tied to a virtual NFT, which increases the perceived value of the token.

However, the initiative comes at a challenging time for the mining industry. As The Wall Street Journal notes, major players are beginning to repurpose their capacity for artificial intelligence tasks amid declining profitability from Bitcoin mining. In this light, the Epic X GoMining project appears to be an attempt to find a new, less volatile niche – the market for collectors and luxury connoisseurs, where profit is generated not only by the BTC price but also by brand premium and exclusivity.

What Does This Mean for the Market and Investors?

For the crypto community, such a product is more of a curious oddity, demonstrating creativity but offering no technological breakthroughs. Mining efficiency of 1000 TH/s is quite modest compared to industrial farms, and the return on a $40,000 investment solely through Bitcoin mining looks highly doubtful and drawn out over time.

The primary value here lies in the status and uniqueness of the item. The buyer is acquiring first and foremost a luxury brand watch and its associated digital novelty asset. The project’s success will be measured not by hash rate, but by the speed at which the 100 pieces sell out. If the collection sells out, it will pave the way for similar collaborations at the intersection of crypto and luxury, finally blurring the lines between these worlds. If not, it will remain a bold but niche experiment.

*Exchange rate as of 28.01.2026: ~1 USD ≈ 42.72 UAH; ~1 BTC ≈ 3,820,609.25 UAH. Calculation is approximate and not financial advice.