Patek Philippe is the Ferrari of watches, and just like a Ferrari, there’s a solid chance you’ll never own either.
But just like expensive automobiles, expensive timepieces can now be borrowed. High-end watches are now adopting the Netflix business model, offering memberships to the average guy and giving him the chance to wear a time-keeper worth more than the sum total of all their earthly possessions.
Eleven James is offering this service to men — for a small membership fee of $249 per month, the company offers a selection of watches worth an average of $10,000 or more, on loan for two months at a time. Participants can choose up to six different watches per year. Other member benefits include invites to private events, concierge service and rewards towards upgrades or other insane benefits.
If you’re not a horologist, but just like getting shiny, expensive gifts in the mail, the company will chose watches for members based on a brief question and answer call during the initiation phase.
“Part of the fun has been being surprised by different styles I wouldn’t ordinarily choose,” explained Ted, a current member of Eleven James. Ted is watch enthusiast and regular dude but doesn’t have the cash flow to drop down on a year’s salary on a wrist ticker.
“For my last rotation I did choose a specific watch, though. I chose a specific watch for the next rotation to have for a friend’s wedding in June.”
Valid point, Ted. Here are some other reasons to rent an expensive watch.
4 reasons to join a watch membership club
1. Because it’s fun to show off — No one is going to ask “hey, are you a member of a watch club?” when you’re sporting a new Rolex at a high school reunion or dinner with coworkers. They will ask if you’ve knocked off a jewelry store or recently started a Ponzi scheme, but at least the focus will be on you.
2. Because it improves your wardrobe — It feels good to buy new clothes but after 1-2 wears it’s like “ugh, this shirt again.” Add a ridiculously expensive watch to any outfit and the focus immediately shifts award from the patterned shirt you’ve rocked every week for three months.
3. Because you’ll never own these watches — Seriously, god bless you if one day you can afford a Jaquet Droz, but if you can’t, ain’t nothing wrong with taking one for a spin.
4. Because watches are awesome — Think about the time and craftsmanship that goes into making a perfect timepiece. Watchmaking goes back generations and sadly, some day, it might become a lost art. In 2099, when the correct time is implanted into our heads with chips, we’ll all miss sporting an expensive watch on our wrists.