Our philosophy is simple: "Be good and do good."
Originally working in the diamond industry, everything changed when an elderly couple visited the store I was employed at. They told me, “You don’t belong here. I’m going to teach you about watches. That’s the business you need to be in.” This advice sparked a new passion in me.
At that time, my knowledge was limited to brands like Seiko and Casio. Intrigued by their guidance, I sought out more information and discovered the world of high-end watches. I vividly remember rushing across the street to Mr. Lee, a pocket watch dealer, to learn about luxury brands like Patek Philippe. This was the start of a new chapter.
Seeing an opportunity, I delved into the world of watches, spending nights studying auction catalogs and horology books. Realizing that many people were unaware of these exquisite timepieces, I saw the potential to create a knowledge-based business that suited my strengths perfectly.
In 1990, I called my brother Eli, who was in the Bahamas, and shared my vision. He joined me in San Francisco, bringing his technical skills to the table. Together, we built A&E Watches from the ground up. Eli meticulously created manual catalogs, learning about each watch in detail. We joined prestigious industry guilds and began buying watches from the public, slowly growing our business.
A pivotal moment came when we purchased a watch lab under the condition that the seller would teach us how to clean a Rolex. Eli, with his technical prowess, mastered the skill in one night. This hands-on experience was invaluable, and within six months, we opened our first storefront in San Francisco.
By 1996, as the internet era dawned, A&E Watches became one of the first in the industry to establish an online presence. This innovative approach allowed us to reach a global audience while maintaining the personal touch that defines our brand. We quickly learned how to sell high-end watches online, something few could do at the time.
For over 20 years, A&E Watches has been a family-owned business, now in its second generation. My wife and children are integral to our success, helping us grow and thrive. We believe in giving back to the community, supporting various initiatives and ensuring that our success benefits others.
At A&E Watches, we offer a wide range of authentic luxury watches, expert repair and maintenance services, and personalized customer service. We pride ourselves on building lasting relationships with our clients, helping them find the perfect watch for any occasion.
The Unexpected Journey into the World of Watches
A&E Watches was founded in San Francisco in 1990 by brothers Avi and Eli Dayan. Avi was the first to discover the watch business unintentionally. His dream was to lead the diamond industry, and started his path working as an employee at a humble store in San Francisco.
One day while working at the store, an old couple came in and changed my life. After a short conversation with the man, he told me, “You don’t belong here. I’m gonna teach you about watches. That’s the business you need to be in.” Watches? I didn’t want watches. I wanted diamonds, and at that point, all I knew were names like Seiko and Casio in the watch industry. The gentleman threw names like Patek Philippe, and I couldn’t believe there were watches worth $250,000. That lit a spark in me.
I ran across the street to a pocket watch dealer and asked him if he knew about Patek Philippe. He pulled out books, showing me these incredible watches. That moment opened my eyes. I thought to myself, If I didn’t know about these luxury watches, then neither do many. There’s a huge opportunity here. I started reading as many books as I could find, spending countless hours looking at auction catalogs. The more I learned, I saw an opportunity to create a business based on knowledge, and that excited me.
I called my brother Eli, who was at the time working in the Bahamas. I told him about the potential in the watch business, and he quickly agreed to join me in San Francisco in pursuit of the dream. Eli was the perfect fit, he’s the most technical person I know. Back then we didn’t have Excel sheets, he created manual catalogs by cutting out watch descriptions from auction books. At one point we heard of a someone looking to sell their watch lab, so we bought everything they had on the condition they teach us how to clean a Rolex. Eli sat with the man and learned everything in one night, becoming our in-house technical expert.
Establishing A&E Watches and Embracing the Digital Age
We were among the first to join the International Watch and Jewelry Guild of America. The business was small back then, nothing like it is today. We would walk around pawn shops and watch shows, learning and growing.
Within six months, we opened our first storefront in San Francisco in the year 1996. This was right at the start of the internet era, and we became the first watchmakers in the world to have an online presence. This was a game-changer. We learned how to sell high-end watches online when even the biggest companies hadn’t figured it out yet.
Over the last 20 years, A&E Watches has been a family business, now in its second generation. My wife and children are integral to our success.
