I make it a point not to advertise. Most criminals around here are the smash n grab types, the determined/professional thieves generally rob better neighborhoods. So I own two safes. They didn't cost a fortune but they'll do.
Spend as much as you can justify on the safe, but don't skimp (on money, time or effort) on making sure no one is interested in what you have. An ounce of deterrence is worth a pound of security, and there's no reason not to have both.