for everyday wear, Aqua di Gio by Georgio Armani is without a doubt one of the best. a close second is ckONE and Crave, both by Calvin Klein.
if you're after something with a bit more bite to wear out, Diesels new Fuel for Life is great - my girlfriend got it for me for christmas and i love it. at first its a bit alcohol heavy, but give it a bit and it fades to a heaps nice woody fragrance. deisels older one Masculine is nice aswell, and i don't half mind both go! and jump by Joop.
so pretty much, if your mate has any taste, he should be more than happy with any of the above.