There’s something magical about a nice watch. It can convey an air of sophistication and prestige. A watch like a Rolex lets everyone know ‘you’ve made it’. And some watches carry a bit of history, like a Seiko or an Omega, passed down through family. And some watches are just plain beautiful works of art, like a Hublot or a Patek Philipe.
But sadly, beautiful timepieces like this are out of reach for the average person. Eleven James looks to bridge that gap.
Eleven James, often referred to as ‘The Netflix for Watches’ is an online subscription rental service for luxury watches. Founded in 2013, it offers curated watch collections to both men and women for a flat monthly subscription.
The company offers vintage styles, as well as the usual players in the luxury watch field: Rolex, of course, as well as Patek Philippe, Audemars Piguet, Breitling, Cartier, Hublot, IWC, Omega, Tag Hauer, and the ever popular ‘and more.’ Watch aficionados can also consign or sell their unworn watches to the site.
Upon joining, you browse their selection and pick watches you like. Eleven James then sends you a different watch from your collection every three months. And If you happen to fall in love with one of these beauties, they’ll give you 25 percent off the purchase price. Collections start at $150/mo.for the Studio collection and but individual watches can go as high as $1200/mo.for an Audemars Piquet.
The company was founded by Randy Brandoff, the former CMO of NetJets. You may also know Randy also as one of the co-founders of the Tequila Avion spirits brand (made popular by the HBO show Entourage) prior to its sale to Pernod Ricard in 2014.
To date, Eleven James has secured $38.12 million in funding from both private investors and corporations including BoxGroup, Kenny Dichter, and Jason Saltzman.