Time, craft, and Avi Mercer.

I have long been fascinated by mechanical watches and the quiet ingenuity inside them. Horology brings together engineering, design, history, and craft in a form that can be carried every day.

Avi Mercer grew from that personal interest. The company is a watch retailer built for people who value distinctive design and the stories behind the objects they wear. It is my way of sharing a hobby I love with a wider community of collectors and curious newcomers.