Avi & Co. Makes an Appearance on “Owning Manhattan” Netflix Show

After a successful first season, the Netflix hit Owning Manhattan is back for Season 2. The popular show hit streaming services on Friday, December 5, and it is already dominating on Netflix and viewers from around the world tune in to see stylish realtors selling ultra-luxurious abodes to their extravagantly wealthy clients. Starring Ryan Serhant, New York City real estate mogul, the show follows Serhant and his fellow realtors as they work to build their brokerage to become an indomitable #1.

In Episode 7, however, we are hit with a commercial real estate twist (fair warning: spoilers ahead). Serhant meets with Avi Hiaeve, our very own founder and CEO, to investigate an iconic commercial property: the former Playboy Club at the corner of 59th Street and 5th Avenue. Nestled in the heart of New York’s most luxurious shopping district, there is no question that this location is a winner. But can Hiaeve and Serhant make it a viable investment?

Join us as we stream Episode 7 of Owning Manhattan’s second season and enjoy our insider perspective and behind-the-scenes looks at this uber-luxurious adventure.

Before we dive headfirst into the latest juicy Owning Manhattan insights, let us catch you up on what to expect from this engaging series. If you missed the first season of Owning Manhattan, you might not be familiar with the silver-haired host behind it all. Real estate mogul Ryan Serhant is not exactly a new name in luxury real estate. He starred on Bravo’s Million Dollar Listing New York for nine seasons until that show ended in 2021. In the past few years, however, real estate series like Selling Sunset and Buying London have gotten major traction on Netflix. Between these trends and Serhant’s media prowess, it should come as no surprise that Owning Manhattan was renewed.

Season 2 is just as glitzy, dramatic, and fun-filled as the first. You will immerse yourself in the lives of Manhattan’s ultra-wealth. Plus, the Serhant team finds themselves venturing into the fabulous and vibrant Miami real estate scene. Our tip? You do not necessarily have to watch these episodes in order, as Owning Manhattan often showcases new exceptional properties in every episode. Instead, choose the one that speaks to you, sit back, and watch the drama unfold. High-stakes real estate mingles with interpersonal drama, iconic outfits, and raucous laughter on this endlessly appealing Netflix original. Bonus points if you make some popcorn before you cozy up on your couch and binge all eight episodes!

Now, without further ado, we would like to take you with us as we watch an episode that is very close to our hearts. You might just see someone you recognize!

Episode 7 of Owning Manhattan takes us from Miami to New York and back again, exploring elite listings in the Big Apple and bespoke Mercedes-Benz Place residences in Florida. Toward the end of the episode, however, we catch sight of a familiar face.

Wait a second, is that Avi Hiaeve? It sure is! Realtor Tricia and real estate lawyer Serge head into a chic 5th Avenue building to meet with its owner: our very own founder and CEO, Avi Hiaeve! Tricia has been looking for the perfect client, and she has found it in Avi, who is looking for a commercial realtor to help him sell spaces in his building that would complement his own business. Avi & Co. is a luxury watch and fine diamond jewelry seller, so other upscale tenants would be perfect to complete this gorgeous space.

Tricia and Avi take a look at the building’s renderings, which showcase Avi’s plans to bring this building into the 21st century with an elegant facade update. It is clear to both parties that the space will require luxury clients who will fit right in with their 5th Avenue neighbors: Apple, Balmain, Christian Dior, Balenciaga, and many others. This prestigious real estate location demands tenants that will attract similar clientele.

Notice some sparkle on Avi’s wrist? You cannot miss his diamond-studded watch, which is an Avi & Co. creation. Avi is wearing the Iced Collection watch in 18K white gold. He loves the oversized 44 mm silhouette, which makes a bold statement on any wrist. The dial, bezel, and bracelet are all decked out in flawless diamonds, each one meticulously chosen and set by Avi & Co.’s talented jewelers.

Tricia and Avi head up to the building’s upper floors, where you can look out the window and see Dior, Bergdorf’s, and others. They discuss what tenants might be a good fit. Tricia suggests up-and-coming luxe faces like Kith, and they also consider office space for luxury brands to put their headquarters in the center of NYC’s upscale shopping district.

For a moment, suspense takes over: Will Avi decide to go with the Serhant team to represent his space? Both parties consider each other as tense music crescendoes in the background. Avi tells us he has to go with his gut.

Great news: His gut says that Tricia, Serge, and the Serhant team are the perfect people to represent his property! Whew! Go ahead and breathe a sigh of relief, we just did. Avi wants the best of the best, and Tricia and Serge are exactly that.

You saw the story of Avi & Co.’s new Manhattan property unfold on Episode 7 of Owning Manhattan, but we are here to fill in a few more details that you might not have caught on the show! The building in question is the former Playboy Club in Manhattan, located on the corner of 5th Avenue and 59th Street. Hiaeve purchased this iconic building in 2024 at a foreclosure auction and paid $26.7 million for the property.

Hiaeve told The Real Deal that he plans to transform the first two stories into luxury boutique space for the new Manhattan headquarters of Avi & Co. He plans to rent out the rest of the building to fellow luxury tenants (now with the help of the Serhant real estate team). The former Playboy Club has nine stories in total, meaning there is plenty of space for Hiaeve to open up to other prospective tenants. Some upper-floor space will also be used for the Avi & Co. offices, which are currently located above the company’s Diamond District location

As Hiaeve and Avi & Co. become household names in the world of New York City luxury goods, acquiring real estate has risen to a key focus for the businessman. Hiaeve has also collaborated with Floyd Mayweather’s real estate company to purchase a corner property at the intersection of 6th Avenue and 47th Street. His partnerships with both Serhant Real Estate and Floyd Mayweather underscore his goals of continuing to expand his real estate holdings and diversifying his company. In Hiaeve’s own words, “We can be anything, watches, real estate, cars, aviation. Avi & Co. is a foundation for an empire.”

Hiaeve’s journey into the luxury watch and jewelry space began in his teenage years. From 14 to 15 years old, he worked at Arturo’s Jewelry on Canal Street. At 16, Hiaeve decided to go into business for himself, and he opened his own jewelry business with the support of his family. When Hiaeve was 19, he moved his business to New York City’s Diamond District. His 47th Street has been the home of Avi & Co.’s flagship location since 2009.

But now, it is time for a change. Hiaeve told The Real Deal that he wanted to distinguish himself further as a major player in the luxury watch and jewelry world. His move from the Diamond District to the world-famous 5th Avenue cements his place as one of the city’s most trusted and prominent providers of opulent accessories for Manhattan’s elite.

Manhattan is not the only place that Hiaeve has made a mark. Avi & Co. also has two other bespoke showrooms, one in Miami and one in Aspen, Colorado. The Miami showroom opened with much fanfare in May 2023. The Design District boutique opening was a celebrity-studded event with attendees including J Balvin, Itay Levy, Nicky Jam, Anuel, Papi Steak (David Einhorn), Alec Monopoly, and Anvi Parekh.

In June 2024, Hiaeve also branched out into Aspen, Colorado with a third Avi & Co. boutique, expanding his business out West. In March 2025, the Aspen store celebrated its Grand Opening with an elegant event well-suited to the ritzy ski town where the store is located.

Although Avi & Co.’s 5th Avenue store is not yet open for business, you can still explore our incredible collection of luxury timepieces and fine diamond jewelry at our original 47th Street headquarters. From Rolex to Richard Mille and from Audemars Piguet to Patek Philippe, our three showrooms are stocked with glamorous accessories that go beyond your wildest dreams. Plus, do not miss our very own Avi & Co. watch lines.

Make an appointment today to shop with us in person. We cannot wait to meet you!