Davidson & Licht has survived two World Wars, the Great Depression, and many economic downturns. With the knowledge, guidance, and expertise of past family members, the fifth generation of Davidson & Licht enters its 100th year of business. As the oldest family owned jeweler in the Bay Area, Davidson & Licht is not just a jewelry store. It is a store of jewelers-generations of jewelers who consider their greatest asset to be their loyal customers, many of whom started their jewelry and watch experience with Davidson & Licht generations ago.