Gray & Sons Jewelers

What Gray & Sons Jewelers does

Gray & Sons Jewelers is a privately held, independent pre-owned luxury watch and estate jewelry retailer founded in 1980 and headquartered near Bal Harbour Shops in Surfside/Miami Beach, Florida. The company sells certified pre-owned timepieces from Rolex, Cartier, Patek Philippe, Audemars Piguet, Omega, Breitling, Vacheron Constantin, and 50+ other Swiss luxury brands, alongside estate jewelry from designers such as Bvlgari, Cartier, Tiffany & Co., Van Cleef & Arpels, David Yurman, Chopard, and Roberto Coin, plus GIA-certified diamonds, vintage and pocket watches, sterling silver flatware, and luxury accessories. It is explicitly an unauthorized dealer, not affiliated with or endorsed by any luxury brand, and substitutes its own 1-2 year warranty plus a 'Like-New for Life' policy for the manufacturer-authorized dealer trust signal.

Revenue is generated through four streams: one-time pre-owned watch and jewelry sales, in-house watch repair and restoration services performed by master watchmakers with over 150 years of combined experience (600+ repairs completed in 2025), and a trade/sell/consign operation that buys, trades, or consigns pieces from consumer sellers. Distribution is hybrid: a Miami Beach showroom at 9595 Harding Avenue plus an e-commerce storefront (grayandsons.com) that accounts for approximately 60% of revenue and ships globally, supported by monthly digital and printed catalogs and a multilingual interface (English, Spanish, Russian, Portuguese). GTM is sales-led across phone, live chat, and in-person consultations.

Leadership is led by President Keith Gray, and the company remains founder/family-owned with no institutional investors, parent company, or disclosed funding rounds. Customer base is a long-tail of luxury collectors, watch owners seeking service, executive professionals, gift buyers, and luxury investors, with no disclosed enterprise or institutional accounts. Headcount is reported in the 11-50 range; revenue is not publicly disclosed.

Name

Gray & Sons Jewelers

Legal name

Gray & Sons Jewelers

Website

https://grayandsons.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Gray & Sons Jewelers is an independent, family-owned retailer founded in 1980 that sells certified pre-owned luxury watches and estate jewelry, offers in-house repair services, and runs a buy/trade/consign business, serving global online buyers and walk-in clients from its Miami Beach showroom near Bal Harbour Shops.

Ownership category

akta.pro rank

Product category

Luxury Watch and Estate Jewelry Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Pre-owned, Vintage & Certified Pre-owned Watches (CRAKADAM)

akta.pro secondary industries

Pre-owned Watch Dealers & Exchanges (CRAKAKAB), Pre-owned Fine Jewelry Dealers (CRAKAKAC)

Keywords

• Pre-owned luxury watches
• Estate jewelry retail
• Watch repair services
• GIA certified diamonds
• Jewelry consignment

Headquarters

HQ city

Surfside

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Pre-owned Luxury Watch Sales: Sale of certified pre-owned luxury watches from brands including Rolex, Cartier, Patek Philippe, Audemars Piguet, Omega, Breitling, and other Swiss watch brands. Products include modern, vintage, and antique timepieces.
2. Estate and Designer Jewelry Sales: Sale of pre-owned fine jewelry including designer pieces from Cartier, Tiffany & Co., Van Cleef & Arpels, Bvlgari, David Yurman, Chopard, Roberto Coin, and others. Includes GIA certified diamonds and colored gemstone jewelry.
3. Watch Repair and Restoration Services: In-house watch repair and restoration services performed by certified watchmakers with over 150 years of combined experience. Services range from routine maintenance to full vintage restorations for luxury timepieces.
4. Sell/Trade/Consign Services: Company buys watches and jewelry outright, offers trade-in options, and accepts items on consignment. Customers can sell their pieces directly or consign for sale.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Gray & Sons Jewelers sells certified pre-owned luxury watches from 50+ brands including Rolex, Cartier, Patek Philippe, Audemars Piguet, Omega, and Vacheron Constantin, along with estate and designer jewelry from Cartier, Tiffany & Co., Van Cleef & Arpels, Bvlgari, David Yurman, and others. The company also provides in-house watch and jewelry repair and restoration services, GIA-certified diamonds, vintage and pocket watches, sterling silver flatware, and trade/sell/consign services for luxury pieces.

Product overview

Gray & Sons Jewelers operates as a pre-owned luxury watch and estate jewelry retailer offering a curated portfolio of authenticated luxury timepieces and fine jewelry. The core product portfolio centers on Certified Pre-Owned Luxury Watches (including Rolex, Cartier, Patek Philippe, Audemars Piguet, Omega, Breitling, and 50+ other brands) and Fine Estate Jewelry (featuring Bvlgari, Cartier, Tiffany & Co., Van Cleef & Arpels, David Yurman, Chopard, Roberto Coin, and others). Supporting offerings include GIA Certified Diamonds, Vintage Watches, Pocket Watches, Sterling Silver Flatware, and Luxury Accessories (watch winders, straps, cufflinks, pens, glasses). The company distinguishes itself through complementary service offerings: Watch Repair Services (with in-house watchmakers having 150+ years combined experience), Jewelry Repair Services, and Trade/Sell/Consignment Services. All products are authenticated and meticulously inspected, with restoration capabilities to 'Like-New for Life' condition.

Differentiator

Problem solved

Functional benefit

Products and services

• Pre-Owned Luxury Watches

Quantifiable outcome

• Over 600 watch repairs and restorations completed in 2025
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• EraGem / Estate Jewelry Buyers: Online-focused pre-owned estate jewelry and luxury watch buyer/seller with trade-in and consignment programs. Directly overlaps Gray & Sons on estate fine jewelry from Cartier, Tiffany, Bulgari, and luxury watch resale.
• Chrono24: Global online marketplace for new and pre-owned luxury watches with authentication services and dealer verification, directly competing for buyers browsing the same brands Gray & Sons specializes in.
• Jomashop: Large online discount retailer of pre-owned and new luxury watches and fine jewelry from brands including Rolex, Cartier, and Omega. Comparable on online-led luxury watch and jewelry distribution.
• The RealReal: Online luxury resale platform for authenticated pre-owned jewelry and watches including Rolex, Cartier, Tiffany and Van Cleef. Comparable business model in authenticated pre-owned luxury jewelry resale.
• Bezel: Online-first pre-owned luxury watch specialist with authentication, buyback, and consignment programs for Rolex, Patek Philippe, Audemars Piguet, and similar brands. Competes with Gray & Sons for the same authenticated pre-owned buyer.
• Crown & Caliber: Pre-owned luxury watch retailer offering authenticated Rolex, Omega, Cartier and similar timepieces with trade-in, sell, and consignment services — directly overlapping Gray & Sons' sell/trade/consign flywheel and online luxury watch catalog.
• Bob's Watches / Watchfinder & Co. One of the largest dedicated pre-owned luxury watch dealers, operating a hybrid online and physical model focused on Rolex, Patek Philippe, and other Swiss luxury brands. Closest direct analogue to Gray & Sons' certified pre-owned watch retail model.

Broad incumbents

• The 1916 Company: Authorized luxury watch and jewelry retailer (formerly Hyde Park Jewelers, Radcliffe, Tourneau stores) operating multi-brand showrooms. Comparable multi-brand luxury watch and fine jewelry showroom model, though authorized rather than independent.
• Watches of Switzerland Group: Authorized multi-brand luxury watch retailer with U.S. showrooms operating Rolex, Patek Philippe, Cartier boutiques. Anchors the authorized side of the pre-owned and new luxury watch market; sets competitive context even though Gray & Sons is unauthorized.
• Sotheby's (Watches & Jewelry): Global auction house with dedicated luxury watch and fine jewelry departments. Competes at the high end of the collector/investor segment for the same authenticated pre-owned luxury watches and estate jewelry Gray & Sons sells.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/grayandsons
• YouTubeyoutube.com/user/grayandsons
• Facebookfacebook.com/grayandsonsjewelers
• LinkedInlinkedin.com/company/grayandsons/posts
• Instagraminstagram.com/grayandsons
• Pinterestpinterest.com/grayandsons

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gray & Sons Jewelers