As we dive headfirst into the new year, there is some magic in the air. We enter 2026 with a sense of possibility, optimism, and potential. We can feel it: This is going to be the year that you make your watch collecting dreams come true!
Whether you are a seasoned watch collector or you are new to the horological sphere, almost everyone has a certain holy grail watch in mind. This is a piece you have been eyeing for years but have not been able to get your hands on. Maybe it is supremely expensive, especially rare, or long discontinued. Whatever the reason, this prestigious timepiece has proven elusive.
The why of your holy grail watch is different for every person. Some seek a particular model or reference of a watch because their grandfather wore one and it holds a sentimental value. Others turn to celebrities for inspiration or look for limited edition collections that are likely to hold or even increase their value over time. Some people are searching for watches they can wear every day, while others are on the hunt for special occasion beauties that will be displayed more than they are worn. There is no right or wrong answer here.
No matter which watch you are searching for and why it means so much to you, Avi & Co. is here to help source the perfect piece. Our inventory of prestigious timepieces is vast, but if you do not see exactly what you are looking for, we might just be able to find it. We are here to help you make your horological dreams come true.
Building Your Watch Collection
As you begin to build a watch collection, you might be looking at the big four watch brands: Patek Philippe, Audemars Piguet, Rolex, and Richard Mille. You cannot go wrong with any of these horological heavy hitters, but you do need to think about the balance of your collection. There are many decisions to be made as you collect watches, so here are a few questions you may want to ask yourself.
What brand or brands resonate with me most?
The most important tenet of a watch collection is simply purchasing pieces that you love. If there are certain brands that speak to you over others, why not favor those brands? After all, this is your watch collection, not anybody else’s. There is no singular “right way” to build a luxurious watch box, so tapping into your own preferences is going to be the key to your success.
Do I favor breadth or depth?
One of the biggest queries that needs answering when you begin collecting watches is the matter of breadth versus depth. Breadth looks like aiming to collect a diverse swath of watches. Maybe you are hoping to acquire pieces from as many different brands as possible or represent every decade holistically. On the other side of the spectrum, depth is about specificity. This descriptor might be used for a collection of exclusively Rolex watches. Or you could get even more specific, as there are some people who collect only a certain model or even reference.
Will my watch collection have a theme?
Branding is not the only thematic direction that you can take your watch collection. For example, you might decide to collect watches with military roots, discontinued timepieces, dive watches, or exclusively watches from the 1990s. You do not need a theme to build a cohesive watch collection, but it can be an anchor to help guide you in a seemingly endless sea of choices.
How much money am I comfortable spending on my watch collection?
Now, we get into one of the more practical questions. What is your budget for this exciting new endeavor? Can you be flexible with your budget if the perfect watch comes up for sale? Your budget will also influence the brands and types of watches available to you. For instance, a high-end Richard Mille watch can be more than 100X the price of an entry-level Rolex.
Read More: Why Are Richard Mille Watches So Expensive?
Finding Your Holy Grail Watch
Once you have established some parameters for your watch collection, you can zoom in on that holy grail watch. Maybe it is a timepiece you have been lusting after for decades, or maybe you recently saw it on a celebrity’s wrist and fell in love at first sight. Whatever the backstory, here are some tips to ensure that your holy grail watch becomes a reality in 2026.
Budget and Save
Oftentimes, a so-called grail watch is on the more expensive side of the spectrum. Budgeting and allotting money toward this cause might seem boring, but ultimately, it is going to pay off tenfold when you get to fasten the watch you have been dreaming about around your very own wrist! In order to make sure you are ready to pounce at the perfect moment, having the funds set aside to make this timepiece your own is crucial. You can do some market research to determine the approximate cost of the watch you have in mind.
Work With Trusted Secondary Market Sources
Many fan-favorite watches have been discontinued by the maker or were initially produced in limited edition runs. Limited production and discontinuation makes certain watches even more valuable on the secondary market, but that also means they can be hard to find. Building relationships with secondary market sellers, like our team here at Avi & Co., can help you keep a finger on the pulse of the horological world. In our decades of business, we have built relationships throughout the watch collecting space, and we can help you find the watch or watches that you have been looking for.
Do Your Research
Reading up on the watch world might sound mundane, but knowing the ins and outs of your holy grail watch is going to make your journey to securing it that much easier. Understanding how many units were made, special features to look out for, and more can help you build a more transparent picture of the landscape surrounding the watch of your dreams.
What Makes Certain Watches Highly Collectible?
You might be wondering, why are certain luxury watches more in-demand than others? There are a few key factors that make certain timepieces especially collectible.
Limited Edition: When a watch is made in a limited quantity, that immediately adds to its value in the eyes of collectors. It all goes back to the classic economic principle of supply and demand: When there is less of something, it is worth more. This also applies to discontinued pieces, especially those that were already had to lock down when they were still being made.
Historical Significance: A watch that signifies an important chapter in a brand’s history can also be a particularly attractive collectible piece. Maybe you are looking for a first edition in a certain collection, or maybe you are hoping to find a watch that was issued during an important period in cultural or geopolitical history.
A-List Love: When a celebrity rocks a certain watch, it tends to get a bit more attention from collectors as well. For example, a host of celebs have been photographed wearing Audemars Piguet’s Royal Oak Perpetual Calendar line in its various ceramic finishes. Other A-listers have been loving uber functional editions, such as the openworked flying tourbillon.
Brand Prestige: Certain brands carry a bit more weight than others. For instance, Patek Philippe has been in business since the early 1800s. As the brand approaches its 200-year anniversary with centuries of elite watchmaking under its belt, it becomes even more of an accomplishment to call one of these gorgeous timepieces your own.
Proven Investments: Some timepieces, such as the Rolex Daytona Panda, have proven to be highly popular on the secondary market. These watches are often sold for more than 2X their retail price, making them a worthwhile investment. For those who consider watches an important asset class, those that have proven track records of growth speak for themselves.
Bring Your Dreams to Life at Avi & Co.
Here at Avi & Co., we can help you build a watch collection that exceeds even your wildest fantasies. We are a trusted provider of prestigious luxury watch brands, including Rolex, Patek Philippe, Audemars Piguet, and Richard Mille. Plus, we have launched three of our very own Avi & Co. watch lines that take horological sparkle to the next level. And do not forget our recent addition, Diamonds by Avi & Co., which showcases fine diamond jewelry made to impress.
Make an appointment to shop in store with us today at any of our three locations. We cannot wait to give you a warm welcome into our Avi & Co. family.
