Eleven James Adds $149 Option to the Menu
Unless you’re a hedge fund billionaire with money to burn, buying a luxury watch is a major investment, one that most people do not enter into lightly. No matter how much time you spend going from one jewelry store or watch dealer to another you still don’t get the experience of actually wearing the timepiece for long enough to decide whether it is the perfect match. If you’ve longed for the ability to “test drive” a fine Swiss watch before spending thousands of dollars, Eleven James has a plan for you.
Eleven James is a subscription rental service that allows its members to try out several luxury watches for a period of time with an option to buy your favorite. The service was founded in 2013 by watch aficionado and former Net jets exec Randy Brandoff and business has been good—so good that Eleven James has added another option to their menu of subscription deals.
Now watch shoppers can pay $149 per month for a year to try out three watches for four months at a time. Other options include four watches for three months at a time starting at $179 per month, six watches for two months at a time starting at $219 per month or three watches for two months at a time over six months for $189 per month. There are also plans for $299 to $1,379 per month covering the most expensive models.
There is a wide variety of famous brands to choose from like Rolex, IWC and Omega plus lesser known niche brands. The lower monthly rate, called the “Enthusiast” level, is aimed more casual watch lovers who would like to try out as many timepieces as possible before making a final decision.
Since a luxury watch can last as long as a marriage, shouldn’t you be able to “date” a few items before making a commitment? Although if you make the wrong choice you can just sell the watch!