If you have been paying attention to the latest in the watch world, then you already know about Avi & Co.’s three lines of branded watches. But if you have not heard about our luxurious creations, we are excited to share a behind-the-scenes look.
The Avi & Co. watch revolution began in 2023. We had been operating in the horological space for decades, cementing our place as a staple of Manhattan’s renowned Diamond District and as a trusted jewelry and watch reseller for our elite clients. Our founder and CEO, Avi Hiaeve, had long dreamed of launching his very own watch lines. His dream was about to come true.
Enter, the Iced Collection. Premiered at the opening event for our Miami boutique, the Iced Collection watches flew off the shelves. The resounding success of this collection made it clear that there were more great things to come from Avi & Co. Now, three years later, Avi & Co. has introduced two more renowned lines of glamorous watches. We have also expanded our collections to provide more sizes that accommodate and flatter every wrist. With each new release, we are proud to showcase the boldness and versatility that has come to define our pieces.
Compare and Contrast: Avi & Co. Watch Lines
We mentioned that we have three exclusive watch lines in our repertoire. What are they, and what are the differences between them? In other words, how do you know which Avi & Co. watch was made for you? It is time to take a look at each collection and see how they align and differ.
The Iced Collection by Avi & Co.
As Avi & Co.’s debut line of watches, there is no doubt that the Iced Collection holds a special place in our hearts. It was released in May 2023 to resounding praise and success. The Iced Collection highlights countless baguette-cut diamonds on the bracelet, bezel, and dial of the watch. If you appreciate a fully iced-out look, the Iced Collection is the one for you.
Now, we need to talk about sizing. The collection features 37 mm, 40 mm, and 44 mm watch sizes in both white gold and rose gold. The watches are entirely iced out with fine diamonds and retail for between $285,000 and $400,000 US dollars. In other words, there is an Iced Collection watch sized perfectly for every wrist.
We typically think of 40 mm in diameter as a midpoint: These watches are substantial without being over the top. For someone who likes a more petite watch (or simply has a smaller wrist), the 37 mm option might just be the perfect fit. For those with heftier wrists or anyone who is looking to lean into the oversize watch trend, the 44 mm silhouette could be your ideal pick.
FAQs About the Iced Collection
What sets the Iced Collection apart from other Avi & Co. watches?
The Iced Collection was our first release. It is decked out with opulent diamonds on the dial, bezel, and bracelet. In contrast, the Frosted Collection retains diamonds on the bezel and dial but replaces the bracelet with a proprietary “frosted” metal look. The Hue Collection trades out the translucent diamonds for colorful gemstones.
What sizes are available for Iced Collection watches?
The Iced Collection is available in three case sizes: 37 mm, 40 mm, and 44 mm. As for the bracelet, when you purchase your Iced Collection watch in store, our knowledgeable customer care team will add or remove links as needed to ensure you have the perfect fit for your wrist.
What metals are available for Iced Collection watches?
The watches in the Iced Collection are available in two prestigious options: 18K rose gold or 18K white gold. The white gold offers a clean, cool look, while the rose gold provides a warm and inviting appearance.
How much do Iced Collection watches cost?
The cost of an Iced Collection watch depends on its case size. The 37 mm watch starts at $285,000, while the 44 mm watch reaches up to $400,000.
The Iced Collection: Color in Motion
We have some big news here at Avi & Co. Our debut line, the famous Iced Collection, is getting a versatile and vivid makeover with an exciting new release: Colorful rubber straps. Now, you can put a sporty spin on your Iced Collection timepiece. Made to fit 37, 40, and 44 mm Iced Collection watches, these rubber straps are perfect for adding some personality and flair to your favorite accessory.
They come in seven different colors, as pictured above. You will love the orange, yellow, blue, white, red, pink, and black shades that all complement the body of the Iced Collection watches perfectly. And you do not have to pick just one: Switching out these straps can be done at home, so you can tailor your look to your mood or outfit on a daily basis. You can even switch between the classic Iced Collection bracelet for a dressier look with ease.
If you already own an Iced Collection watch, you can purchase the strap and buckle separately from the watch’s main core. If not, you can begin your journey into the Iced Collection with a package deal to get the rubber strap, Iced Collection body, and diamond-pave buckle all in one.
While these gorgeous accessories were unveiled to the public at 2025 Aspen Watch Week on August 8, some lucky celebrities got in on the ground floor ahead of the time. Puerto Rican singer and rapper Myke Towers left our store with a bold yellow strap for his Iced Collection watch. If you are considering getting your hands on one of these memorable and iconic straps, do not wait. Discover the full lineup right here.
The Frosted Collection by Avi & Co.
With the resounding success of the Iced Collection, it was only a matter of time before Avi Hiaeve created another masterpiece. The Frosted Collection debuted in January 2024 and was a highly regarded follow-up to the splashy Iced Collection. For those seeking a slightly more subdued watch, the Frosted Collection preserves the glamour and sophistication of its predecessor while offering a refined “frosted” bracelet, as you can see above.
The “frosted” finish on these precious metal bracelets (available in 18K rose gold or 18K white gold) is the result of a masterful, innovative tooling method. This unique look exudes luxury and sophistication from every angle, and it is a favorite of numerous celebrities who consider Avi & Co.’s expert team part of their family. Now, you too can get your hands on the Frosted Collection with two much-loved case sizes to choose from. The line is available in 40 and 44 mm sizes.
The Frosted Rainbow Watches
We are proud to introduce the latest addition to our lineup of exquisite luxury timepieces. Our limited edition Frosted Rainbow watches preserve the original architecture and prestige of the Frosted Collection while adding a delightful burst of color on the watch’s bezel. Here, the diamond bezel of the classic Frosted watches is replaced with a rainbow of colorful sapphires in eight different shades, ranging from fiery crimson to aquatic teal. Thirty-two decadent sapphires adorn the bezel of our Frosted Rainbow watches, elevating them to the highest echelons of haute horologie and high jewelry. These timepieces are a must-have addition to any savvy collector’s watch box.
The Frosted Rainbow watches are available in either 18K white gold or 18K rose gold. They are limited to the bold and impactful 44 mm silhouette. Furthermore, they are compatible with the Color in Motion rubber straps, making it easy to personalize your watch to the maximum. The vibrant bezel perfectly complements each Color in Motion hue for a mix-and-match arrangement that you will never tire of.
FAQs About the Frosted Collection
What sets the Frosted Collection apart from other Avi & Co. watches?
The Frosted Collection was our second release. These watches are covered in pavé diamonds on the dial and the bezel. However, they depart from the Iced Collection by replacing the diamond bracelet with a metal bracelet in a unique “frosted” finish.
How is the Frosted Rainbow watch different from a classic Frosted timepiece?
The Frosted Rainbow watch substitutes colored sapphires for the baguette diamonds on the watch’s bezel. You will find 32 stunning, naturally-mined sapphires in eight different shades around the bezel of the watch. Furthermore, the Frosted Rainbow watches are compatible with our Color in Motion straps, whereas the original Frosted watches are not.
What sizes are available for Frosted Collection watches?
The Frosted Collection is available in two case sizes: 40 mm and 44 mm. The 40 mm watch is an ideal midpoint that can work for wearers of any gender. The 44 mm Frosted watch is perfect for those with a larger wrist or anyone seeking a “boyfriend watch” aesthetic. The Frosted Rainbow watch is a limited edition available in only the 44 mm size.
What metals are available for Frosted Collection watches?
The watches in the Frosted Collection are available in two precious metals: 18K rose gold or 18K white gold. The white gold offers a suave, chic look while the rose gold presents an elegant, timeless appeal that you can pass down for generations.
How much do Frosted Collection watches cost?
The cost of an Frosted Collection watch depends on its case size. The 40 mm watch starts around $160,000, while the 44 mm watch reaches up to $180,000. The Frosted Rainbow watches purchased with a Color in Motion strap are priced at $155,000.
The Hue Collection by Avi & Co.
Hiaeve’s most recent collection, the Hue Collection, was released in July 2024. This collection resembles the Iced Collection, but swaps out the translucent diamonds for colorful precious gems on the bezel, bracelet, and dial. The Hue Collection includes four different watches: a blue sapphire watch, a red ruby watch, a green tsavorite watch, and a pink sapphire watch.
When the Hue Collection was first released, it was immediately swept off the shelves by American boxing professional Floyd Mayweather, who purchased all of the Hue Collection watches for a whopping $1 million, as reported by Forbes.
The first Hue Collection watch to hit the market was the pink sapphire watch, often dubbed “Pink Ice.” With the popularity and recognition that this beautiful timepiece gained, it only made sense to expand the line into the three other colors you see today. Each watch offers a vibrant hue, a captivating aesthetic, and a commitment to excellence you will not find anywhere else.
FAQs About the Hue Collection
What sets the Hue Collection apart from other Avi & Co. watches?
Unlike its sister collections, the Iced Collection and the Frosted Collection, the Hue Collection trades out transparent diamonds for colorful precious gemstones. That is also how it got its name. The gemstones cover the bracelet, dial, and bezel for an all-over sparkle effect.
What sizes are available for Hue Collection watches?
All four Hue Collection watches are available in two case sizes: 37 mm and 44 mm. A 44 mm watch is normally considered an substantial “oversize” look that can work on many different wrists. The 37 mm silhouette is more of a petite watch that is perfect for women or anyone with a smaller wrist or a preference for a more understated look.
What metals and gemstones are available in the Hue Collection watches?
Each watch in the Hue Collection was crafted with meticulous precision and artistry, and we chose the perfect metal to complement each stone. Here is the breakdown:
How much do Hue Collection watches cost?
The cost of a Hue Collection watch depends on its case size. The 37 mm watch starts at $275,000 while the 44 mm watch reaches up to $350,000.
Find Your Perfect Watch at Avi & Co.
Are you ready to take your watch collection to the next level? At Avi & Co., we are here to help. In addition to our own exclusive watch lines, we specialize in curating a supreme collection of timepieces from renowned brands across the globe. In our three showrooms, you will find options from premier manufacturers like Richard Mille, Audemars Piguet, Rolex, and Patek Philippe.
Make an appointment to visit us in person today. We cannot wait to meet you.
