How to Rent a Rolex

A service for swapping luxury timepieces

By The Editors
April 23, 2015 9:00 am

Ideally, you would update your watch every few months.

You know, like your wardrobe. 

But there’s a big difference between buying a new shirt and buying a high-end watch.

Unless you rent.

Which you can, thanks to Eleven James, a subscription watch service launching a new — and more wallet-friendly — program nationwide this week.

If you don’t know Eleven James: they rent luxury timepieces under a variety of different annual membership plans.

Yes, it’s Netflix for watches, but with chrono-centric perks.

For starters, this is serious wrist candy, up to $20K in value. Plus, EJ offers a rewards program for upgrades and rent-to-buy options, access to an on-staff “timepiece counsel” and exclusive member events.

And just now, EJ’s launched the Enthusiast Collection, an “entry point” to the world of modern and vintage pieces starting at $149 per month.

The tickers you’ll get your hands on are as high-end as they come.

Tudor. Cartier. Panerai. IWC. Bell & Ross. (Rolexes come with a slightly more elevated plan.)

As for the selection process: You apply. If accepted, you receive a call within a few days, build an online profile and then work with a watch Concierge to get paired with an ideal time-keeper.

The watches are sent out at the beginning of the month. In three months, you’ll exchange the watch for something different.

Just in time for next season’s wardrobe.

Nota bene: InsideHook readers, you get a free month. Contact Steve Schaller ( to take advantage of this special offer. Valid thru May 15th.

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