Let Your Watch Talk For You (And Have It Say, “This Baby’s A Loaner”)

Always wanted to own a Patek Philippe or Rolex but never wanted to lay out the cash? If you’ve got 17k lying around and don’t mind giving the piece back after 2 months, Eleven James has got a deal for you.

A start-up company called Eleven James has launched a timepiece timeshare that allows customers to get a new luxury watch every couple of months for an annual fee. The watches range in value from $7,000 to $50,000 or more, and include top names like Rolex, Audemars, Cartier and Patek Philippe. Randy Brandoff, Eleven James’ founder and a former executive at fractional-jet giant NetJets, said that today’s wealthy want to be smarter about their spending. They prefer to rent rather than own when possible…Its “Aficionado” plan offers watches valued at between $7,000 and $15,000, and clients pay $2,700 for three two-month long watch rotations per year, or $4,850 for six two-month long rotations per year. In other words, customers can either choose to have a different watch all of the time or some of the time. The other plans work in similar fashion, but offer members the chance to have access to more valuable timepieces. The “Connoisseur” plan includes watches priced between $15,000 and $30,000, and costs $4,950 for three watch rotations a year or $8,950 for six watch rotations a year. The “Virtuoso” plan includes watches in the $30,000 to $50,000 range, and costs $9,700 for three watch rotations or $17,250 for six rotations per year.

If that’s not enough of a hook, consider that joining the club will allow you exclusive access to meet and greets with other likeminded watch men.

To add to Eleven James’ allure, Brandoff has also built a series of events and parties for clients. The company holds regular parties, for instance, so customers can come and exchange their watches. Customers who just want to do their exchanges by mail can use FedEx.

According to founder Brandoff, the allure of Eleven James is not about not being able to afford the wrist candy of your choice, but about being a watch slut.

“Most watch lovers follow the same pattern,” he said. “The first six months after they buy a watch, they love it. The second six months, they don’t love it as much. And by the third six months, it gets put on the pile and replaced by one or numerous others.”

Rent-a-Rolex? Luxe watches go timeshare [CNBC]

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19 Responses to “Let Your Watch Talk For You (And Have It Say, “This Baby’s A Loaner”)”

  1. guest says:

    "watch sluts" ftw

  2. investorcluzo says:

    I'll take "Bull Market Companies" for $1,000 Alex…

  3. - me at the urinal says:

    "hey, I love your watch!"

  4. Captain Oblivious says:

    Do you have anything in a Flava Flav?

    This is a stupid idea and if you are a member of this club than you are a member of another. The league of dicks

  5. Guest says:

    Too lazy to make the "what a cunt" joke but this:

  6. Guest says:

    easier to go to the guy with a suitcase on 6th and 57th for a fake.

  7. Crunchy Snacks says:

    I wish they had a club like this except it was for celery instead of watches.

  8. PermaGuestII says:

    Presumably the "events" will be held in conjunction w that luxury-car-share outfit that lets you lease a Maserati for your weekend in The Hamptons.

  9. Bandersnatch says:

    I already have enough opportunities to mingle awkwardly with annoying pretentious douche bags and talk about things I don't care about. But I appreciate the thought. L'enfer, c'est les autres.

  10. UBS Watch Quant says:

    MD level wrist piece… Analyst level salary.

  11. St. Copious says:

    Sign me up for a rotation of watches with leather bands please. Because I want not just one but multiple other guys' sweat, dead skin, bacteria and god knows what else communicated from their wrists to mine. And what better way than something that is worn 12+ hours a day and is expensive or impossible to clean without destroying it?

  12. Guest says:

    All these watches mentioned all retain their value much more than shelling out $9 grand plus a year to rotate ones collection. If people truly got tired of their luxury watch after a year or two, they could always sell it. Even if they took a discount on the retail value to liquidate, they still likely aren't losing enough to justify the $9k annual fee this racket costs.

    "Eleven James….the watch club for those who made it in business void of any business sense."