The First-Time Watch Owner's Guide to Entry-Level Timepieces

The first time you purchase a luxury watch is a momentous occasion. Some buyers are looking for an investment piece, while others are seeking to celebrate a milestone in their careers, relationships, or another important area of life. In many cases, it is a little bit of both.

Dipping a toe into the world of haute horlogerie can feel daunting: There are numerous brands to choose from, countless disembodied voices on the internet advising you in one direction or another, and plenty of sellers tossing in their own two cents along the way. But ultimately, choosing your first luxury watch boils down to one key mission. Your first priority is finding the high-end timepiece that speaks to you.

Here at Avi & Co., we have been a staple of Manhattan’s famed Diamond District for decades. Now, we are in the process of a move to Fifth Avenue, the iconic shopping capital of the city. But no matter where our journey takes us, our priority remains the same: helping clients like you find the watches that resonate with them the most. Whether you are purchasing your first or fiftieth timepiece, we are here to support you at every step.

In this article, we hope to share a bit of insight into the process of purchasing a luxury timepiece. By the time you are finished reading, we hope that you will feel informed, empowered, and ready to take the next step forward on this exciting adventure.

So few people simply see a watch that they like online, press add to cart, and check out. Especially when you are shopping for your first big investment watch, the process of making the actual purchase can take a bit of time. There are a few key phases that we notice along the way.

More often than not, first-time watch buyers begin the process with a bit of research. They dive into the stories behind different brands, look at market prices, and develop some perspective regarding what timepiece suits their preferences, needs, and budget.

During your initial research, you will probably discover what many refer to as the “big four” watch brands: Patek Philippe, Audemars Piguet, Rolex, and Richard Mille. These horological heavy hitters are Swiss watch companies with storied histories, large rosters of celebrity and A-list clients, and significant price tags associated with their creations. They also often have lengthy waiting lists in order to purchase one of their timepieces.

As in much of life, watch buying harkens back to the basic economic principle of supply and demand. In order for these elite watchmakers to retain their high levels of demand yet prevent their timepieces from feeling like everyday commodities, they restrict the supply of watches that they create. The same phenomenon has been observed with other luxury goods, such as Hermès bags, as well.

At first, this discovery can feel disappointing: How long will you have to wait to get that Rolex you have been eyeing? What about a popular Patek Philippe Nautilus? And is the waitlist fair? The answers to these questions are a bit elusive, as brands can be opaque about the metrics used to determine who gets a watch (or bag) and when.

Luckily, there is another option for savvy watch connoisseurs who want to avoid lengthy waitlists and artificially inflated pricing. Shopping for luxury timepieces on the secondary market affords you the opportunity to purchase a high-quality watch without the hassle of going directly through the original vendor. At Avi & Co., for instance, we have a vast selection of Richard Mille, Rolex, Audemars Piguet, and Patek Philippe watches that are like new. Many are still packaged in their original box and papers and have barely been worn, if at all.

You have done some research about different brands, different vendors, and how to obtain the luxury watch that you want. Maybe you have narrowed down your search to a few contenders, be it brands or models or both. Maybe you even have a couple of specific reference numbers in mind that you would like to try on.

Much of the luxury watch business is conducted in person, especially for those buying their first investment timepieces. Even if you do research and look at prices and options online, you might want to visit a boutique or two to try on timepieces in person before you commit to the purchase. After all, you want to know how a specific watch will look on your wrist. Trying on timepieces in person can also help you validate the right case size, shape, or band for your build and tastes.

Visiting store after store to try to find the right watch can be exhausting. When you shop at a secondary market boutique like Avi & Co., you can try on all of the finest pieces from the world’s top brands in one place. Our upscale, comfortable boutiques will make you feel right at home as you enjoy first-class service from our knowledgeable, experienced team.

You can try on as many timepieces as you would like in pursuit of finding the perfect watch to start your collection. If you do not see a specific model or reference number in our showroom, we would be happy to source it for you from our widespread network of watch lovers.

After researching and trying on different luxury watches, it is time to make a decision. Which one will be the timepiece you always remember as your first? You will take home your new timepiece in perfect condition, adding an exciting new accessory to your wardrobe. You can be proud of everything that this watch symbolizes: your accomplishments, success, power, and class. And of course, your impeccable taste.

We are here to help you navigate the luxury watch purchasing process every step of the way. To kickstart your research, here are a few of our favorite entry-level watches that are perfect for building out your watch collection in the early days.

The Rolex Oyster Perpetual line is an excellent entry point into the world of luxury watch collecting. These timeless and sophisticated watches showcase the best of Rolex’s iconic style with a wide range of dial colors and case sizes. They are crafted from durable and versatile stainless steel and offer a chance to invest in a watch that will last a lifetime at a price point normally between $10,000 and $20,000 on the secondary market. While some limited edition or especially desirable Oyster Perpetual pieces will sell outside of that price range, these figures offer a solid estimate reflecting what you can expect to pay. It is tough to beat that price tag for a watch from the brand rightfully dubbed “The Crown.”

If you are someone who prefers a larger, sportier profile, you might consider looking at Breitling watches. The brand was founded in the late 1800s in Switzerland, but it truly gained its footing in the 1930s and ‘40s when it began to specialize in aviation and pilot’s watches. The Breitling Navitimer is an excellent example of the brand’s adventurous prowess and impressive functionality, all while keeping prices under control. For a Breitling Navitimer on the secondary market, you will likely spend under $5,000. It is difficult to say exactly what qualifies as entry-level luxury, but we consider this exquisite watch an ideal starting point for any collection.

Another stellar place to start your collection? Panerai watches, hailing from Italy. These stunning timepieces prioritize exquisite craftsmanship and attention to detail, offering memorable silhouettes that do not shy away from oversized profiles and bold, black dials. The SLC layout of this watch is free of numerals and other distracting features, letting minimalism reign and highlighting the timeless appeal of design and engineering with a light touch. Panerai watches rose to fame in the United States through a partnership with brand ambassador Sylvester Stallone, who wore a Panerai timepiece in his 1990s action film Daylight.

Here at Avi & Co., we specialize in other renowned luxury watch brands from around the globe, including Rolex, Richard Mille, Audemars Piguet, and Patek Philippe. Our three showrooms are stocked with glamorous accessories and collectible timepieces that you will be thrilled to fasten around your wrist. Do not forget to explore our own Avi & Co. watch lines as well as our decadent Diamonds by Avi & Co. jewelry line, perfect for the sophisticated modern woman, when you visit. Whether you are purchasing your first timepiece or your fiftieth, we are here to help you pinpoint the perfect accessory.

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