I have known Randy for a couple of months and report all positive and negative reactions to him in great detail. Eleven James is such a provocative concept there are those who think it is a great idea and those who think that it is absurd. Well, my motto is “indifference is the worst reaction” so he is golden. Whether it works for you or not, it is launching. It will be very interesting, indeed. How is it in real life?

Membership. There will initially be three levels and the ability to choose how frequently the rotation of the collection occurs. The Collections are called: Aficionado, Connoisseur, and Virtuoso. Fancy! Each level of membership includes New, Iconic, Discovery, and Vintage pieces. The Aficionado Collection watches are in the $10,000 range. Want to try that new Bamford Black Rolex? Well, Randy has you covered! The Connoisseur Collection watches are in the $20,000 range. And rounding out the trio is the Virtuoso Collection and the price point is about $40,000 for the watches in this collection. One needs to “apply” for membership. This makes sense as the investment and maintenance of a high-end timepiece is not minimal and Eleven James wants to make sure each client is someone who you’d feel comfortable wearing the same watch.

Memberships can be paid yearly or monthly. If you pay yearly, you get a 10% discount. It is certainly an investment.

Eleven James Pricing is as follows:

• Aficionado, 3 rotations – $249 per month or $2,700 per year
• Aficionado, 6 rotations – $449 per month or $4,850 per year
• Connoisseur, 3 rotations – $459 per month or $4,950 per year
• Connoisseur, 6 rotations – $829 per month or $8,950 per year
• Virtuoso, 3 rotations – $899 per month or $9,700 per year
• Virtuoso, 6 rotations – $1,599 per month or $17,250 per year

As an Eleven James member you will be invited to attend exclusive member-only events. Randy knows the uber-luxury goods consumer so you will not be disappointed. I suggest that each member gets his Tux pressed, tout de suite! You will clearly be drinking Vespers, the classic Bond cocktail.

Eleven James has what they call the “Eleven James Concierge” service. Services include watches personally couriered to your home or office for delivery and pick up (courier service is currently available only in New York City). Otherwise watches go both directions via traditional shipping, which Eleven James promises will be easy. Being in New York City, I was able to try out the Concierge delivery service that was of course convenient, reliable, and made me feel like a big shot.

Members also have access to a robust rewards program, value-added benefits from Eleven James’ alliance partners (like Wheels Up and Classic Car Club), and personal collection assistance.

I, of course, am a Charter Member, and it has been very useful in a way that I did not think of, and nor did Randy. He has a watch in his collection that I always thought about buying. I got the watch, and realized in the first few days, it was not for me. Why? Well there was an issue with the clasp. There was nothing wrong with the clasp, or watch. I was and am the problem. To the horror of retailers and brands alike, I wear my watches very loose. I can’t stand when a watch (or tie) is too tight. I feel like I am being choked. So, this particular watch, when adjusted to my liking, had a portion of the clasp that poked me and it left a series of little red marks in my wrist. I would have returned the watch if I had bought it, if that were even possible. At the end of the second day, I met Randy for drinks. After our hugs I said “Look at my wrist”, he replied “Yikes, you have an awful rash.” I told him the story, we then realized yet another interesting benefit – the power to “try before you buy.”

Another potential benefit will be the salvation of spousal relationships in the form of not having to commit to purchases without a trial period with a watch. If your spouse or loved one gives you the “stink eye” when you discuss putting that $40,000 watch on your credit card, well Eleven James can mitigate that unpleasant situation. It is much easier to explain (get away with) a yearly or monthly fee. Being creative to save relationships when purchases might be considered excessive has a long and funny history. Billy Wilder the incredible director of such movies as Sunset Boulevard, Some Like It Hot, and Sabrina to name a few, had a wicked passion for art. He would constantly buy paintings and statues, and his wife did not approve of his excessive purchases. Well, being the brilliant man that he was, he simply hid them from her. Where? In the trunk of his car. He routinely drove around Hollywood with a Brancusi sculpture or such in his car. Hilarious!

Eleven James will ultimately be judged on the available watches in their collection and value proposition of the service. No one claims it is cheap, even though it is significantly cheaper than buying each of these watches for yourself. If the appeal of wearing a wide variety of high-end watches that are promised to be properly serviced and maintained, and you don’t have the budget to buy them all, then the service might just be right for you. Heck, it might even be considered a tax write-off depending on your occupation.

If you join Eleven James you get access to some pretty swanky watches rotating at your preferred frequency. Some of the current watches in the collection are: Girard Perregaux Vintage 1945 Chronograph, a Vacheron Constantin Dual Time, a white gold Rolex Daytona with a Meteorite Dial, a Franck Muller Master Banker, a Royal Oak Offshore Safari, an IWC Big Pilot, Jaquet Droz Les Deux Fuseaux Majestic Beijing, a Panerai PAM 441 Luminor Marina 1950 3 Days GMT “Ceramica” with “Dirty” Dial, a Rolex Milgauss – Bamford all black edition, and a Zenith Pilot Montre D’Aeronef, just to name a few. Even with these big names, the service is still ramping up their inventory, and if all goes as planned, the selection should be big enough to appeal to those excited to try both newly released and existing timepieces of good repute.

I always applaud innovators, and Randy should be applauded for bringing something new and interesting to watch enthusiasts. He has many exciting additional watches that he will be continuously adding as well as additional membership options, and price points. Eleven James isn’t for everyone, but it isn’t intended to be. Luxury is about finding the right niche, and there is certainly one here. Like it or not, Eleven James will be watched by collectors and brands alike. elevenjames.com