Jacob & Co Quietly Deletes Posts Featuring Wicknell Chivayo Following His Death
Luxury Swiss watchmaker Jacob & Co has sparked controversy online after it reportedly removed Instagram posts featuring the late Zimbabwean businessman Wicknell Chivayo, shortly after he died in a tragic helicopter crash on September 30, 2026.
Chivayo, 45, and his wife, Lucy, died when their helicopter went down near Marondera. Prior to his death, Chivayo had developed a highly public association with the brand, regularly showcasing his visits to their Geneva headquarters and his jaw-dropping collection of their most expensive timepieces.
The Multi-Million Dollar Association
The relationship between Wicknell Chivayo and Jacob & Co had blossomed publicly in the months leading up to the tragedy. In July 2026, Chivayo revealed that he had spent an astonishing amount on several watches during a private visit to the brand’s Geneva facility, where he was personally hosted by founder Jacob Arabo.
At the time, Arabo described Chivayo as a "good friend" and openly praised his philanthropy. Chivayo reciprocated, publicly describing Arabo as his friend and boasting that he had added five more Jacob & Co. masterpieces to his collection.
The Sudden Disappearance
The tone shifted dramatically following the September 30 crash. Observers noted that Jacob & Co removed the Instagram posts highlighting Chivayo's visit and his high-end purchases almost immediately after news of his death broke.
“The watchmaker has not publicly explained why the content featuring Chivayo was removed. The timing of the deletions, coming shortly after his death, has prompted immense speculation.”
Social media users immediately began questioning whether the company was trying to distance itself from Chivayo. His wealth had generated considerable public debate in Zimbabwe over the years, with lingering questions and allegations concerning his business dealings.
While the removal of the posts alone does not establish that Jacob & Co was involved in any wrongdoing—nor does it definitively prove wrongdoing by Chivayo—the erasure of a man who spent nearly $5 million with them just weeks prior raised eyebrows.
Social Media Reacts
The swift action by the brand drew sharp and sarcastic reactions online, with many users feeling that the company was happy to take his money but unwilling to stand by him in death.
At the time of publication, Jacob & Co had not issued any public statement regarding the removal of the content.
The Price of Luxury
Wicknell Chivayo built a highly visible persona around immense wealth, extravagant gifts, and ultra-luxury goods. His relationship with Jacob & Co was a crowning jewel in his public display of affluence, marked by custom engravings and high-profile handshakes with the brand's founder.
However, the brand's rapid move to erase him from their digital footprint following his death highlights the often transactional and fragile nature of these high-society relationships. For a man who spent millions to secure his status among the global elite, being quietly deleted from their timeline serves as a stark, controversial epilogue to his luxury-filled life.
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