Avi & Co. is convincing adorned wrists to think pink. With the launch of the Hue Pink Ice watch, the Manhattan-based, family-owned luxury watch retailer dives into a pink paradise. Bejeweled with nearly five hundred natural pink sapphires and 18k white gold, the Hue Pink Ice timepiece springs off the cuff of Avi & Co.’s separate Iced and Frosted collections. 

Like a splash of pink lemonade in a glass of ice, the Hue Pink Ice is a pop of color amongst Avi & Co.’s existing Iced watches, which typically boast classic diamonds. Diamonds—reminiscent of love, beauty and strength—take a back seat to the resilience and vitality of Avi & Co.’s pink sapphires. With hues of pastel pink and magenta, the timepiece is anything but quiet luxury. It yells at the top of its lungs, swarming with vibrancy and saturation. A refined statement piece that challenges the meaning of elegance, the Hue Pink Ice is blush on bare cheeks.

Clinging to the wrists of rappers Bad Bunny, Drake and Future, Team USA’s basketball stars Anthony Davis and LeBron James, and actors Jamie Foxx and Sylvester Stallone, Avi & Co. now differentiates itself in visions of color. Avi Hiaeve, Avi & Co.’s founder and CEO, says Hue Pink Ice isn't stand-alone. With an upcoming series of colored stone timepieces, Avi & Co. hopes to host an entire rainbow soon.