A Day in the Life: Behind the Scenes at Avi & Co.

At Avi & Co., we are proud of our reputation as Manhattan’s trusted source for luxury watches and fine diamond jewelry. We have been in business for decades, amassing countless crucial relationships and invaluable watch world connections that help us build an unparalleled inventory of the most desirable timepieces across the globe.

In recent years, we have expanded our offerings beyond secondary market watches. We have launched three of our very own watch lines that showcase the very best in aesthetics, engineering, and precision. These exquisite collections are loved by celebrities and savvy collectors around the world. We have also premiered a collection of fine diamond jewelry, Diamonds by Avi & Co. Every one of our bespoke, unique pieces tells a story of sophistication and prestige that you will not find anywhere else.

Many of our clients wonder about what happens behind the scenes at Avi & Co. How do we find all of the incredible timepieces in our three showrooms? Can we source other watches if you do not see what you are looking for? And how do we support our clients through a lifetime of luxury watch collecting? Join us as we step behind the curtain to reveal the inner workings of Avi & Co.

In some ways, we think of our inventory as a watch collection of our own: one that is constantly fluctuating and changing, growing and blooming. When we acquire timepieces to add to our own collection, we do so in a number of different ways. Sometimes, we seek out particular pieces, keeping an eye out on the secondary market to find highly desirable timepieces at competitive prices. Other times, we acquire new pieces through the consignment process, which we will talk more about shortly. Either way, building a prestigious collection of timepieces for our clients to shop takes an abundance of effort and expertise.

Part of our role as your trusted destination for luxury timepieces is ensuring that we always have a finger on the pulse of the horological market. Our team of veteran watch world experts understands the latest trends, staying apprised of the hottest new fashions as well as timeless looks that never go out of style. This allows us to understand pricing, inventory, and desirability in a way that our competitors simply cannot match.

We specialize in elite brands like Rolex, Richard Mille, Audemars Piguet, and Patek Philippe. These four creators are often dubbed the “big four” in the luxury watch world, but we also sell other brands like Cartier, Breitling, Panerai, F.P. Journe, Hublot, and many more.

When we notice a rising trend, we act fast. For instance, take the Patek Philippe Cubitus, the newest line from the Swiss masters in Geneva. This line debuted in October 2024 and immediately sent shockwaves through the horological sphere. It was Patek Philippe’s first all-new collection in 25 years, how could it not?

We knew right away that the Cubitus would be a highly desirable acquisition for serious watch collectors. It represents innovation and prestige and is truly a historical milestone in this elite world. We moved quickly to acquire a few high-end Cubitus timepieces for our own inventory, tapping into our network of watch world connections to find pieces that we could get quickly and at fair prices. Our team searched far and wide, bringing home Cubitus models in every variation.

This gamble paid off: Many of our long-term clients reached out to ask about how they could get their hands on a Cubitus without the hassle of a years-long waitlist from Patek Philippe. We were thrilled to provide them with the watches they were looking for, minus the wait times.

The story of the Patek Philippe Cubitus is one of many. We work hard to ensure that our showrooms are stocked with the most desirable watches on the market at any given moment. If you do not see what you are looking for, or have a particular reference number in mind, we are more than happy to source that timepiece for you. More often than not, we can find the exact watch you have been dreaming about at a competitive price. That is the level of service that we are proud to provide to our close-knit family of clients.

There is another place where we get luxury watches, and that is through what is called consignment. Basically, consignment means that luxury watch owners who are looking to sell a timepiece can work with us to make that selling process easier. We have the expertise to fairly price your timepiece and help you achieve the necessary exposure with our vast network of interested, qualified buyers.

Trying to sell a luxury watch on your own terms often means accepting less than the true market value of the watch, as you will likely not be able to reach a broad audience to find the perfect buyer. When you consign your watch with Avi & Co., we will handle the marketing and advertising on your behalf, connecting your timepiece buyers we already know and have rich relationships with through years of interactions. This means that you can often garner a higher price for your watch through the consignment process.

The trade off? We get a small cut of the sale in exchange for our marketing and advertising expenses and the work of finding the perfect buyer for your timepiece. Ultimately, however, this tends to even out: Even though we receive a percentage of the sale, you may still make more money due to the higher purchase price achieved through consignment.

Our consignment process benefits customers who are shopping for their next luxury watch at Avi & Co. as well. Through our consigning, trading, and selling programs, we get access to numerous incredible timepieces that you will not find anywhere else. This helps us build a truly unique and diverse watch collection. Whenever you visit us, you are sure to find a watch that appeals to your unique taste and sensibilities.

As you can see, we have an incredible inventory of luxury timepieces from a huge variety of brands. But why shop at a secondary market vendor like Avi & Co.? Why not go right to the watchmakers, visiting a Rolex boutique or a Richard Mille storefront? There are a few key reasons that the savviest watch collectors stick to the secondary market.

Wide Selection: Traditional watch retailers offer the latest models and production lines, but you will not usually find vintage, discontinued, or limited edition pieces in these stores. If you are looking for a more unusual model or reference number, exploring the secondary market is often going to be your best bet for finding that one-of-a-kind timepiece.

One-Stop Shopping: When you visit a Patek Philippe store or an Audemars Piguet boutique, you can only shop for watches from that particular brand. At a secondary market retailer like Avi & Co., on the other hand, you will be able to browse watches from multiple brands at one time. This makes it easier to compare and contrast which timepiece you truly like the most.

Avoiding Waitlists: Some watch sellers have years-long waitlists to access their most desirable pieces. Many aspiring buyers report joining a waitlist and never receiving a call to purchase directly from the retailer. Shopping on the secondary market gives you an opportunity to obtain the watch you want, when you want it, avoiding the administrative hurdles associated with retail.

Competitive Pricing: Pricing on the secondary market is often considered more fair, as it more accurately reflects the true market value of a watch. Of course, some timepieces are resold for far more than their original retail prices based on supply and demand. You can also find pieces listed for less than their initial value (as ascribed by the manufacturer).

Customer Service: At Avi & Co., we offer unmatched customer service. We consider every person who shops with us a member of our family, and that means we will go out of our way to give you the best experience possible. From sourcing rare watches to guiding you through the in-store shopping process, we are here for you every step of the way.

Are you ready to expand your luxury watch collection with a timepiece that you will treasure for the rest of your life? Join us at any one of our three boutiques, located in Manhattan, Aspen, and Miami. You can also explore our inventory online right now.

Make an appointment to shop in-person with us today. We cannot wait to give you a warm welcome into the Avi & Co. family.