Holiday Shopping Dos and Don’ts for Luxury Watches and Jewelry

This holiday season, you have the opportunity to up the ante on the best gift of the year. Investing in a luxury watch or a piece of fine diamond jewelry for a deserving person in your life is the perfect way to show them how much you care. You will be gifting them a treasured heirloom that they can cherish for a lifetime before passing down to future generations. And the best part? They will think of you every time they fasten the clasp.

Of course, when you are purchasing big-ticket items for the holidays, it is important to go into your shopping experience with a strategy. Today, we are going to share some key dos and don’ts to keep in mind while you are shopping for luxury goods this year. Make sure to keep this list in a convenient place so that you can reference it as you explore the incredible variety of watches and jewelry we have in stock at Avi & Co.

Need some extra help choosing the perfect gift? We are at your service! Our expert team of customer service pros is here as a resource for you while you shop. Find our boutiques in Manhattan, Miami, and Aspen. With the perfect gift in hand, we will help you ensure that this year’s holiday gatherings feel more like a celebration than ever before.

If you are considering purchasing luxury watches or jewelry for someone special this holiday season, now is the time to pay attention to what they gravitate toward on their own. Does he seem to have a penchant for white metal watches? Do you notice her wearing gold jewelry far more often than silver? These personal preferences are often a core part of a person’s favored accessorizing style, and sticking to them can help ensure that they get plenty of wear out of your thoughtful gift. Next time you see them, take a look at what metals dominate their palette.

Not sure what metal tones he prefers? Seen her wearing a mix of silver and gold, sometimes even at the same time? Do not fear, we have got you covered. Whether you are looking for a failsafe gift or an addition to an already eclectic style, a two-tone watch is the perfect complement to any wardrobe. Take this Audemars Piguet Royal Oak, for instance. With a combination of stainless steel and rose gold, it will seamlessly meld with any of their other accessories. This 41 mm watch is versatile, comfortable, and chic all over.

Make your holiday gifts stand out with a little extra attention to detail. This year, diamond-studded watches and jewelry are all the rage (yes, even for men). You can make an already special gift even more memorable when you choose a piece that shows off some sparkle. Diamond jewelry is perhaps the most obvious example, but this goes for watches, too. Often, watches that showcase precious gems are special-edition pieces that hold their value well on the secondary market, making them strong investments as well as meaningful gifts.

As you probably know, tennis bracelets are a hot-ticket item right now. They are perfect for the sophisticated, elegant woman in your life. But that does not mean that men have to miss out. While we have not spotted too many men sporting diamond tennis bracelets (yet, anyway), your favorite guy can still show off some bling with a diamond-set watch that matches this level of sparkle and then some. For example, consider the haute couture Avi & Co. Iced Collection watch below, which is available in a masculine 44 mm silhouette and is set with countless flawless baguette cut stones.

Watches and jewelry are incredibly personal items, so it can be helpful to pay attention to someone’s existing accessory collection when you are shopping for them. There are two sides to this coin: You may want to use their current collection for inspiration and an indication of their style, but you will also want to be careful to avoid duplicates. For example, if you know someone is an avid Rolex collector, it is crucial to ensure that they do not already own the watch you have been eyeing for them.

Our tip for avoiding duplicates? Shop for one-of-a-kind jewelry or limited edition watches that they are unlikely to have acquired. You could also consider picking up newer releases that your intended recipient may not have had the chance to score yet. To return to our Rolex collector, he might have been scoping out the recent additions to the Rolex lineup released at 2025’s Watches and Wonders convention in Geneva, but maybe he has not yet had the time to grab one for himself. With brand-new sophisticated dial colors that replace the bright and bold tones of the past decade, Rolex has reinvented the look of the modern Oyster Perpetual line. We are loving the appearance of this new pistachio dial, seen on a 41 mm Oyster Perpetual. That looks like an instant classic to us!

Knowing what brand someone gravitates toward can be helpful when you are shopping for them, but it can also complicate matters, especially if you are not sure which watches they already own. Sometimes, it can be better to depart from someone’s go-to brand and surprise them with a watch they had not necessarily thought about before. Using their brand of choice as inspiration, find a watch that matches those standards from a different maker.

For example, imagine that your dad loves Audemars Piguet Royal Oak watches for their horological history and versatility. But it seems like he already has every Royal Oak in the book! You might consider shaking it up with a Patek Philippe Nautilus, a line that began in the same 1970s era and offers a similar prestigious status as a revelatory stainless steel sports watch.

It is true that classics are named so for a reason, but there is also a time and place for of-the-moment icons that reflect the latest trends. For example, unusual watch sizes are making waves right now. Whether that is massively oversize timekeepers like 50 mm Richard Milles or teeny tiny Cartier Baignoire watches, adventurous fashionistas are mixing things up in terms of the dimensions of their wristwear. If you are shopping for someone who is open to trying out a new look, consider a watch that leans into this modern slant.

The perfect example? The Rolex Datejust 28, once considered a ladies’ watch, is now gaining popularity in the world of men’s fashion. If you do not believe us, just take a look at tastemakers like Bowen Yang and A$AP Rocky, who have been sporting teeny-tiny watches at red carpet events throughout the year, sometimes even layering on multiple at once.

Especially during the holiday season, it can be tempting to look for discounted luxury goods. The fact is, however, that these prestigious items rarely go on sale. If you do see steeply discounted luxury watches, that should prompt you to ask questions. After all, these items tend to have a consistent market value. Most of all, it is crucial to work with a vendor that you trust to source, validate, and provide luxury goods in the best condition.

Instead of shopping for sales, look for luxury watches that have a proven reputation for holding onto their resale value. That way, you can trust that you are investing in a long-term asset that is truly a valuable addition to anyone’s portfolio. Limited edition and discontinued watches tend to exhibit strong secondary market resale prices, and these are great additions to even the most seasoned watch collector’s inventory.

Whether you are looking for the perfect holiday gift or shopping for a memorable birthday or anniversary present, you will never go wrong with a luxury watch or fine diamond jewelry. Here at Avi & Co., we will work with you to find the perfect present. We have built an incredible collection of luxury timepieces, ranging from Richard Mille to Patek Philippe and from Audemars Piguet to Rolex. Plus, you can explore our very own Avi & Co. watch lines and our Diamonds by Avi & Co. jewelry collection.

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