It has also opened its own timepiece facility in Geneva. The facility, designed by Patrick Reynaud and Philippe Gaillard in conjunction with Frédéric Legendre, has 100 employees and is based in the watchmaking district in Plan-les-Ouates. Production, excluding dials, international sales, marketing and other offices, will be there. O'Neill said there are no plans to alter the exclusive watch distribution. Like Cartier, the firm's jewelry is not wholesaled.

An issue that has arisen along with the high-profile growth of high-end diamond jewelry companies is that of security. In October, several armed, masked men stole about $28.2 million in gems in broad daylight from the Harry Winston Paris store. Nobody was hurt and no arrests have been made.

"It's the cost of doing business," said O'Neill, who explained the company's security is tight and high-tech. "A company could risk being vulnerable, if they don't take the proper measures. We vet our customers carefully and don't spare any expense. Our priority is to make sure our staff is safe and feels safe."