Avi and Co. has unveiled a range of watches that take the art of gem-setting to new levels.
The company is the passion project of a New York watch retailer called Avi Hiaeve.
Hiaeve is a friend to many famous faces, and his Instagram account is full of love-ins with the likes of Floyd Mayweather and Sylvester Stallone.
He came to America from Israel as a child and worked in the NYC diamond district before he even learnt to speak English properly.
He started his own business when he was still a teenager and has never looked back.
Avi and Co. has branches in Miami and upscale Aspen, Colorado, as well as Manhattan.
The boutiques sell brands like Richard Mille, AP, Rolex and a select few others.
In addition, it has now expanded its own exclusive line of stone-encrusted Avi and Co. watches.
As you would expect, they are not for the shy and retiring.
There is the AH10, with a 40mm white-gold case and bracelet entirely covered in diamonds.
In total – across the case, strap and dial – there are 738 diamonds.
It has an automatic movement and costs a pretty $275,000. Swimming is not recommended.
If you fancy a bit of pink instead, there is the Hue by Avi and Co. AH17, with a 44mm white gold case and bracelet.
On this watch, the dial, bracelet and case are set with 495 natural pink sapphires.
The pink watch costs $250,000.
All watches in the collection are well-iced, but the “entry level” pieces do not have precious stones on the strap, and therefore start at a relatively accessible $130,000.