Rapper DJ Khaled spotted wearing a Avi & Co.

DJ Khaled recently showcased the Avi & Co. Iced Collection AH17 during production of the 'Aroma' music video alongside rapper Jadakiss, adding another six-figure timepiece to his celebrated watch collection. The sighting captures the AH17 on wrist in daylight, its full diamond pavé construction catching light as Khaled gestured against an urban backdrop. This marks a notable pivot toward independent watchmaking within mainstream hip-hop visibility.

The Avi & Co. AH17 is a 44mm dress watch housed in 18K white gold with a diamond-set dial and baguette-cut diamond bezel. The case features integrated baguette diamonds across all surfaces, creating a cohesive iced aesthetic. The dial itself is also fully diamond-paved, with applied indices and black hands providing legibility against the sparkle. Water resistance sits at 50 meters, appropriate for a high-jewelry dress piece rather than a sports chronograph. The movement remains undisclosed in public specifications, though Avi & Co. watches typically house Swiss or bespoke calibres depending on the model tier.

The AH17 occupies a distinct position in contemporary independent watchmaking: it prioritizes diamond-setting craftsmanship and wearability over limited-edition scarcity or vintage provenance. Avi & Co. produces the Iced Collection in small runs rather than continuous lines, making each reference semi-exclusive. The full diamond treatment and 44mm case size position it squarely in the luxury jewelry-watch crossover category, appealing to collectors and celebrities alike who view watches as portable wealth statements rather than technical instruments.

DJ Khaled's taste in watches spans Rolex sports models, Patek Philippe Nautilus pieces, and high-jewelry collaborations, reflecting a collector mentality that values both horological credibility and statement presence. The AH17 pairing aligns with his established aesthetic of maximalist luxury—larger cases, precious metals, and diamond settings dominate his wrist rotation. Jadakiss's concurrent wear suggests the AH17 has gained traction within A-list hip-hop circles as a bespoke alternative to established Swiss houses.

Retail pricing for the Avi & Co. Iced Collection AH17 stands at $400,000 USD, positioning it at the upper tier of independent watchmaking. Grey-market availability remains limited, with direct inquiries to Avi & Co. required for acquisition. Collectibility is driven by material weight, diamond quality, and celebrity visibility rather than model production numbers or historical rarity, differentiating it from traditional mechanical watch collecting frameworks.