Meet the Frosted Collection: Luxury Watches by Avi & Co.

Our iconic Frosted Collection is a renowned line within Avi & Co.’s limited edition series of watches. Featuring a unique “frosted” finish on both the case and integrated bracelet, this timepiece maintains the majestic diamond bezel and dial design featured in the original Iced Collection.

You might already know Avi & Co. as a company renowned for selling luxury watch brands such as Richard Mille, Patek Philippe, Audemars Piguet, and Rolex. In the past few years, however, we have begun putting our own stamp on the horological world. We are proud to showcase the latest in our collection of limited edition watches.

As a watch company that has made its name in the secondary market, launching a unique line of watches is a rare feat. But for Avi Hiaeve, the founder and CEO of Avi & Co., creating our own luxury watches was just one small step in a legendary tale of growth and creativity. Since the release of our debut collection in 2023, we have launched two additional watch lines and a collection of fine diamond jewelry, Diamonds by Avi & Co. And this is just the beginning.

Now, join us as we explore our exquisite Frosted Collection, our second release that holds a special place in your heart. We suspect you might fall in love with these glamorous pieces, too.

Evolving from the original Iced Collection designs, this collection has reached a new level. Behind the frosted version of Avi & Co.’s latest model is something that Avi always wanted to create. “We were working on this for a while,” Avi says of the models’ production. “I like the fit. I like the way it looks. I like the way it sparkles. I like the way it hugs my wrist.”

Our Frosted Collection timepieces are available in two different sizes. The AH10 Frosted is assembled with 18K white gold or 18K rose gold and features a 40 mm case and 24.07 carats of precious stones. Baguette-cut diamonds on the dial and bezel gorgeously complement its frosted bracelet and crown. Finished with a double fold-over clasp, these are priced at $160,000.

The AH17 Frosted is also assembled with 18K white gold or 18K rose gold and features a 44 mm case and 29.33 carats of precious gems. The design is the same as that of the AH10; both timepieces are decorated with countless diamonds across the bezel, dial, and crown and showcase our iconic “frosted” finish on the bracelet. At 44 mm, the larger AH17 watches are priced at $180,000.

The difference between the AH17 and AH10 comes down to the case size. For those looking for a heftier watch, the 44 mm AH17 might be the right fit. The 40 mm AH10 is an excellent versatile option that perfectly complements the wrists of wearers of any gender.

The Frosted Collection was initially limited to four watches: the AH10 and the AH17, each available in rose gold or white gold. However, those parameters would not last long. This year, we have added a touch of playfulness and whimsy to the Frosted Collection with the Frosted Rainbow watches.

These exquisite timepieces showcase the iconic “frosted” appearance on the bracelet of the watch, but they bring a new level of vibrancy to the table. The diamonds on the bezel have been switched out for stunning colored sapphires in a range of hues. There are thirty-two baguette-cut sapphires in total, appearing in a captivating gradient of eight different colors. The 44 mm silhouette of the Frosted Rainbow watch makes it a memorable statement on any wrist. Like the original Frosted watches, you can choose from rose gold or white gold for your piece.

With this new addition to the Frosted Collection comes a virtually endless range of possibilities. Why? The Frosted Rainbow watches are compatible with our much-loved Color in Motion collection of versatile and vibrant rubber straps. You can swap out the original bracelet for a Color in Motion strap or even switch between different colors depending on your mood, outfit, or event. With a Color in Motion strap, your watch becomes distinctly you, a personalizable testament to your own top-notch style and trend-conscious fashion sense. Choose from yellow, orange, red, blue, pink, white, and black straps to find the combination that speaks to you.

We asked Avi how he would recommend people style the latest additions to the Frosted Collection. His perspective? “With anything. Their underwear if they want,” he laughed. “They just have to match it with some Avi & Co. jewelry, and then it will be perfect.” To explore our extensive Diamonds by Avi & Co. jewelry collection, be sure to stop by our New York City, Miami or Aspen locations to see what catches your eye.

Avi & Co. is also known for our celebrity clients. Nicky Jam was the first person to purchase one of the latest frosted versions at the December 2023 Art Basel Miami event that Avi & Co. participated in. The singer effortlessly styled the timepiece with a sleek white button-down shirt, several rings, and Saint Laurent sunglasses. “Nicky Jam is like my brother,” Avi says. “He’s always supporting me. He was actually at the store the day before. He told me he was going to come back and buy my watch. I thought it was going to be in the near future, but he was back within 24 hours.”

While the Frosted Collection has taken off with incredible speed, it can be tough to choose between a Frosted Avi & Co. watch and one of the brand’s Iced counterparts.

Avi & Co. revealed our first-ever branded watches at the opening of our second store in Miami which took place on May, 2023.The reveal of the Avi & Co. Iced Collection was a profound success. Numerous A-listers have purchased Frosted and Iced Collection watches (sometimes both), including Floyd Mayweather, Nicky Jam, J Balvin, El Alfa, Bryson Tiller, Myke Towers, Vybz Kartel, Rick Ross, DJ Khaled, Sylvester Stallone, Raphy Pina, Yo Gotti, Itay Levi, and others.

Avi & Co. drew inspiration from the legacy of a man who built his home from the ground up. Our in-house designer created the exclusive timepiece in 2021. The pattern on the bracelet mimics the house’s deck, and the dial caricatures the brick of the driveway. It represents a legacy that future generations can carry on.

The reception of Avi & Co.'s luxury watches has been tremendous. “I’m always curious to see how they feel,” Avi says of clients who purchased the timepiece. “Hearing the feedback from Floyd, Nicky, and Balvin, they love it! They say to me, ‘Avi, I do not stop wearing this watch. It is so comfortable.’ And I agree! I have not taken the watch off since [the Miami Grand Opening on] May 4.”

Today, a number of years after the original launch of the Iced Collection, this line remains a treasured component of our Avi & Co. watch catalog. We now offer the watch in three different sizes, all of which are available in either 18K white gold or 18K rose gold and are set with countless refracting diamonds that catch the light from every angle.

The AH17: The largest of the Iced Collection watches, the AH17 offers a 44 mm case and is perfect for those who prefer a statement look. It is priced at $400,000.

The AH10: Our midsize offering in the Iced Collection, the AH10 is sized at 40 mm and is versatile enough for wearers of either gender. It is priced at $350,000.

The AH23: The most recent addition to the Iced Collection lineup, the AH23 is also the smallest Iced watch at 37 mm. It is ideal for anyone with a more petite wrist or those looking to explore the miniature watch trend that has been dominating the runways.

How does the Frosted Collection compare with our debut release, the Iced Collection? For the obvious, The Iced Collection is fully adorned in diamonds, while their Frosted counterparts have a frosted finish on both the bracelet and crown. This finish was achieved through a custom process utilizing Avi & Co. tooling methods that result in a fine grain and premium texture unlike any other.

As both collections are produced with high-quality, GIA-certified diamonds, their journeys involve several meticulous steps. After the initial design process, the stones are sourced. The design is then entrusted to a veteran model maker who meticulously scans each stone and creates a prototype. A skilled jeweler assembles the components, and a setter works on securing the stones in place. The piece then undergoes a thorough polishing process. Once it reaches the final stages, it is ready to shine.

The movement, power reserve, and bracelet clasp are all the same for both versions. Furthermore, each collection also does a beautiful job at showcasing white gold and rose gold variations.

Even in the rose gold models of the Iced Collection, where diamonds clearly reign, you will notice Avi & Co.’s attention to detail in the rose gold detail on the inside of the strap. Fine lines of this warmly colored metal surround the pave diamond inlays, adding an element of interest and style to one of Avi & Co.’s signature watches.

We would be remiss not to at least mention our third collection, HUE by Avi & Co. These gorgeous timepieces transform the all-out gemstone look of the Iced Collection with a focus on bold, vibrant hues. We have replaced the translucent diamonds with four different gemstones: blue sapphires, pink sapphires, red rubies, and green tsavorite. These timepieces are available in 44 mm or 37 mm case sizes. All you need to do is choose the hue that speaks to you.

Our commitment to color and bold fashion statements does not end there. We have already mentioned the Color in Motion straps, which perfectly complement our Frosted Rainbow watches. However, it is also worth noting that these rubber straps are compatible with Iced Collection watches as well (in all three sizes and both rose and white gold). As you can see, Avi & Co.’s catalog continues to grow as we strive to produce watches that push the envelope on classic luxury, challenging notions of prestige and sophistication and demanding more from the haute horology and jewelry industries. We are proud to exist on the cutting edge.

Richard Mille was founded in 2001. Their first watch, the RM 001 Tourbillon, sold for $135,00. It was a limited edition of 17 pieces. Now, Richard Mille watches are worth up to $7 million. As a watch brand that is also fairly new, could Avi & Co. watches be the beginning of a new watch era? We asked Avi Hiaeve, founder and CEO of Avi & Co., for his perspective.

“I mean, yes, this was the dream,” Avi said excitedly, “to become a company like Richard Mille. It is a lot of work to get there. I hope I have the ability and strength to get to the top.”

Avi has built a trustworthy business, and there is a reason Avi & Co. is regarded as one of the most trusted watch dealers in Manhattan and beyond. “Honesty is everything in a person,” Avi added. “If you are honest, you can do anything. It is important to be there for your customers entirely, celebrity or not. Anyone who spends a dollar with you, you have to appreciate and always look out for. It is a happy thing when you have a relationship rather than just selling something and not dealing with the customer directly.”

Each watch in Avi & Co.’s growing collection is different. They are beginning to make headway and stand out from other popular luxury watch brands. “I feel like my watch is very unique for what it is,” Avi told me. “The fact that the bracelet looks like a piece of art. It is a shiny watch. Eventually, we will come out with plain watches, more elegant watches, and different types of designs.”

Avi contemplated for a moment at the thought of how far his company has come. “I am going to really put my thought into what is next. We really could make this the next Richard Mille or Audemars Piguet company,” he finished confidently.

You can find the perfect fit for your wrist size by measuring the circumference of your wrist. This will help you choose the watch diameter that suits you best. Check the lug-to-lug distance. If it is too long, the watch may overhang on smaller wrists, affecting comfort.

Your style and the occasions to which you are planning to wear your Avi & Co. watch should also influence your choice. A smaller watch may be perfect for formal occasions, while a larger one could be ideal for casual wear.

In contemporary fashion, the trend in watch selection is shifting toward a more inclusive approach. Men are increasingly drawn to statement pieces adorned with gemstones, exemplified by celebrities like Floyd Mayweather who appreciates the regal feel of diamond-pave watches. Conversely, women are favoring larger, cleaner, and more simplified watch cases. Watch enthusiasts in general are prioritizing comfort and personal preference over society’s expectations. And now, with an additional AH23 model in the Iced Collection, finding your perfect size is even easier. Choose between 44 mm, 40 mm, and 37 mm. Whether you prefer a larger or smaller watch, Avi & Co. has something for you.

When in doubt, stop by our New York City, Miami or Aspen locations to try on one of our prestigious timepieces in person. Pay close attention to how it feels, as well as the overall aesthetics. If you enjoy something flashier, the diamond-pave version would be perfect for you. If you prefer something that shines without as many diamonds, a Frosted Collection timepiece should be your go-to.

At all three of our locations, you will find diamond-pave watches, frosted watches, and diamond jewelry. When I asked Avi if there was more to come, he answered in mysterious Avi-fashion, “Stay tuned. I’m very excited for what’s coming next.”

Avi & Co. is the most trusted watch and jewelry dealer with a wide variety of cases in different sizes depending on your preference. All watches are inspected by our in-house watch repairman, and they are guaranteed to be 100% fully functional and authentic. Every watch is backed by our worry-free, two-year warranty.

If you are unsure of what size would best suit your wrist, our highly knowledgeable sales executives will be happy to go the extra mile to assist you. Our outstanding customer service does not end once your watch is delivered. We strive to build long-lasting relationships with all our customers by remaining connected.

We look forward to you being part of our legacy.

At Avi & Co., we have a broad collection of exquisite timepieces for every consumer. In addition to our own watch collections, we are a trusted provider of numerous globally renowned luxury watch brands, including Patek Philippe, Rolex, Audemars Piguet, and Richard Mille. Do not miss our bespoke Diamonds by Avi & Co. collection, which showcases fine diamond jewelry that is crafted 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.