An 18ct gold Patek Philippe Nautilus (pictured top) is already at $88,000 in online bidding while a titanium Richard Mille Big Date is at $50,000 in the auction.
The sales total for the holiday period is expected to increase to between $717.45bn and $720.89bn from $687.87bn last year.
Beth Moeri takes charge of watches and jewelry licensed from Armani Exchange, Emporio Armani, Diesel, Kate Spade New York, Michael Kors,and Tory Burch.
The auctions kick-off today with a GMT Master Batman timepiece with a starting bid price of $5000.
The company is hoping the scheme will allow customers to realise a broader range of options for their timepieces.
Toureau's Time Machine in New York will be the first with a spectacular refurb
TrueFacet says Silicon Valley is already its third largest market, and sees the value of adding physical space with a business known in the local market for its prestigious watches.
The top lot of the sale was a 1957 Rolex “Big Crown” Submariner that sold for $567,000.
Dating site says the best way to secure a Patek Philippe World Time 5131R for Christmas is with Chrono24.