The day that you decide to invest in a luxury timepiece is one of the most important days in your life. You are choosing to elevate your lifestyle, celebrate your successes, and make a purchase that will last you a lifetime. In some cases, this watch will even become a family heirloom that you will pass down for generations. Getting this purchase right is paramount – and with that in mind, it’s crucial to choose the right business from which to buy your watch.
At Avi & Co., we are a trusted secondary market reseller with unparalleled access to globally renowned watch brands from across the world. Our inventory is simply unmatched, and with three boutique locations across the United States, you can even stop into one of our showrooms to try on your watch in person before you commit. You won’t find a better shopping experience than the one we offer in our elegant, upscale showrooms.
But don’t just take our word for it! Today, we’re diving deeper into Avi & Co.’s five-star reviews and impeccable service so that you can feel 100% confident as you shop with us.
Why Shop for Watches on the Secondary Market?
When you’re shopping for a luxury timepiece, you want to ensure that you are working with a reliable seller. Sure, you can shop directly from manufacturers like Patek Philippe, Audemars Piguet, Rolex, or Richard Mille… but more often than not, you’ll have to bide your time on a lengthy waitlist and sometimes even jump through a variety of hoops imposed by the brand in order to get your hands on the piece you’re lusting after.
Did you know that buying a Patek Philippe Nautilus watch directly from the brand means languishing on a waitlist that is estimated to be over seven years long? And the Richard Mille x McLaren collaboration offers an even more extreme example… This watch was limited to just 500 pieces and is still coveted for its rarity.
As Avi & Co. Sales Executive Oswaldo explains, “The McLaren [watch] is hard to find because there are strict requirements… When it was first introduced, one of the contingencies was that you had to purchase the McLaren car. Then you had to show proof of ownership.”
Yes, you read that right. In order to purchase a Richard Mille x McLaren watch directly from Richard Mille, you also had to own a McLaren automotive. By the way, the average price of a McLaren in 2025 is $312,000.
In short, purchasing watches directly from elite manufacturers can be more difficult than it first sounds. The better option, for most consumers, is to purchase luxury timepieces on the secondary market, where you have the luxury of buying what you want, when you want it.
At Avi & Co., we are a trusted secondary market luxury watch reseller. We have cemented our place in the industry over decades, building up an incredible list of high-profile clients and watch world connections that allow us to get our hands on the finest timepieces on earth.
Of course, shopping for elite horological marvels can come with risks if you don’t choose the right vendor. You need to look out for forgeries, suspiciously low prices, and factors that seem too good to be true. Let’s talk a little bit more about choosing the perfect place to buy a luxury watch completely worry-free.
How to Choose the Right Secondary Market Watch Reseller
So you want to buy a luxury timepiece. Congratulations! This is a major life event, and you deserve to be proud and excited about this milestone. You want your watch shopping journey to be smooth, easy, and elevated… and more than likely, you don’t want to wait seven years on a manufacturer’s waitlist before getting your hands on that special accessory.
The solution? Shopping on the secondary market. You’ll quickly realize that there are many secondary market watch shopping options… but not all of them are created equal. With that in mind, what factors should you look for when choosing where to buy a watch on the secondary market? Here are a few key tips…
Avi & Co.’s Trusted Reputation and Five-Star Reviews
Great news! Avi & Co. fits the bill if you are looking for a reputable, trustworthy secondary market watch seller with incredible reviews. We have over 500 five-star reviews on Google reviews and countless happy customers who love the timepieces they have purchased from us. When you purchase a watch with Avi & Co., you become part of our family – and that is exactly how we will treat you!
Let’s take a look at some of our reviews so that you can get a better picture of what it is like to work with us at Avi & Co.
Ross K., Five Stars – Rolex Watch
We loved hosting Ross at our New York City location in January 2025. Ross was looking for the perfect Rolex watch, and he was able to find a beautiful model that suited all of his needs. We’re so glad that Ross had a memorable and enjoyable experience working with two of our sales experts, Oswaldo and Bernil. Plus, Ross loved our fast delivery so that he could wear his watch ASAP after purchase. After all, when you’re investing in a Rolex, you don’t want to have to wait to show off your new favorite accessory!
Todd F., Five Stars – Breitling Watch
Todd visited our store in December 2024 and was delighted to explore our robust selection of Breitling watches. He worked closely with sales expert Max, who guided him through the process of finding the perfect watch. Todd already can’t wait to come to Avi & Co. for his next purchase – and we can’t wait to welcome him home. Thanks for your fantastic review, Todd!
Drew R., Five Stars – Richard Mille Watch
Drew joined us in the Avi & Co. showroom in 2024 to purchase his first Richard Mille watch. These innovative, tech-forward watches are some of our most desirable pieces, and many clients come to our stores to shop our unmatched inventory of best-in-class RMs. Drew fell in love with the Titanium Chronograph Richard Mille RM 65-01, which is a classic Richard Mille timepiece that shows off the brand’s impeccable bold style and highlights the intricate inner workings of the watch with a skeletonized dial. The 50 mm silhouette of this watch is perfect for anyone looking for a standout timepiece that is sure to turn heads.
Synergy, Five Stars – Audemars Piguet Watch and Trade-In
Customer Synergy visited our store a few years ago when visiting from out of state. They had a great experience working with our sales team, which was able to locate the exact timepiece that Synergy was looking for. Synergy also took advantage of our trade-in services, which are a great option for those who want to change up their watch collection or update their accessories with a new and exciting timepiece. If you are looking to buy, sell, trade, or even consign your watch, it’s clear that Avi & Co. is the place to do it. Synergy left our store excited to receive their new Audemars Piguet watch, and it arrived in perfect condition just a couple of days later!
Elevate Your Watch Collection With Avi & Co.
When you’re looking for an investment-worthy watch, Avi & Co. is the place to shop. We’re proud of our 500+ five-star reviews, in which clients share their stellar experiences shopping with us and praise the knowledge and insights of our sales team. Whatever you’re looking for, we’ll leverage our global horological connections to help you find it. Stop by any one of our three luxurious boutiques (you’ll find us in New York City, Miami, and Aspen) to explore our robust collection of elite timepieces that are sure to catch your eye.
Make an appointment to visit us in person – we can’t wait to meet you and welcome you into the Avi & Co. family!
