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Starting at $249 a month, you’ll gain access to a custom curated fleet of watches that are guaranteed to pique your interest. Think big brands: Panerai, Rolex, IWC, Audemars Piguet. All it takes is for you to take a short survey about what gets you going, point out a few makes and models that you love (or already own) and they’ll hand select the perfect watch for you.
Fast forward a few hours and there’s a knock at your door. It’s not a Rob Schneider-esque delivery guy with your takeout, it’s a gorgeous brunette carrying an unmarked briefcase and a smile. She’s the concierge from Eleven James, here to deliver your first watch.
Basically imagine Christmas morning every two months, but better. You’re encouraged to use it as if it was your own, too: Scuba diving with a Rolex in the Galapagos? Go for it. Paragliding in the Pyrenees with a Patek Philippe? Right this way, sir. Just bring it back in one piece and you’ll have a spanking new one to try on at the end of the second month.
They’ve also accounted for the inevitable, making it easy and reasonable to purchase the previous month’s watch should you fall head over heels in love. To quote founder Randy Brandoff (of NetJets and Avion Tequila fame): “Our goal is to make the experience of discovering and enjoying watches as easy and fun as possible. If our service can do that for a group of discerning individuals, we will have done our job.”