Dubai's 'Crystal Crown' tower set to become tallest residential building in the world

A new residential tower could soon be the crown jewel of Dubai's skyline.

This week, luxury watchmaker and jewellery brand Jacob & Co. revealed it will be entering the real estate market after signing on to design what it claims will be one of the tallest skyscrapers in the world.

The company has partnered with leading developer, Binghatti, to construct a 100-storey co-branded building in Business Bay, the heart of Dubai's financial district.

Aptly named the Burj Binghatti Jacob & Co Residences, the so-called "hypertower" will comprise two and three-bedroom units, in addition to five penthouses named after the watchmaker's flagship timepieces.

"Both our brands are born from the sheer desire to achieve what breaks boundaries. What Binghatti has done in real estate by creating a brand through a distinct design philosophy and architectural identity is very similar to what Jacob & Co. has done in the world of jewellery and horology," Muhammad Binghatti, CEO of the eponymous real estate company, said in a press statement.

The biggest perk? Buy a condo in the new tower and you can shop Jacob & Co.'s selection of exclusively curated timepieces and limited-edition jewellery pieces - as a preferred customer. All interested parties will have the opportunity to register during an event that will be held on 16 November in Dubai.