Some might think that with the debut of the Apple Watch comes the demise of the Rolex. But one luxury retailer expects the smartwatch craze actually to stimulate demand for the classic timepiece.
Eleven James is a subscription service that allows its users to rent out luxury watches. With the debut of its newest collection, the "Enthusiast," the start-up now offers three collections and a variety of brands, including Cartier, Rolex and Hublot. Membership fees begin at $149 per month. The least expensive subscription allows its users to select three watches per year (or one watch every four months).
But why feature a brand new collection the day before the much-anticipated rollout of the Apple Watch? After all, preorders for the wearable sold out within six hours of becoming available due to such strong demand.