The Tool Desk
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What Eleven James offered
Eleven James presented itself as a way to wear a range of luxury watches through a recurring membership. Rather than purchasing each watch, a member paid for access and rotated watches during an annual plan. The company’s undated legacy How It Works page said membership started at $249 per month and described watches as having an average value of $10,000 or more. It offered annual plans covering three or six watches. These figures describe the published historical offer; they should not be read as current prices or availability.
The proposition was variety and a chance to try watches before deciding whether to buy. Founder Randy Brandoff described the idea to JCK as giving customers more variety and a chance to “date watches before they marry.” That was the founder’s framing, not proof that the subscription saved money compared with buying.
How the historical membership worked
Matching and selection
Members browsed the collection and worked with a concierge to create a watch profile. According to the company’s legacy FAQ, the concierge used members’ interests and feedback to refine future selections.
#1 Best Overall
Two-month rotations and returns
The legacy How It Works page and FAQ described keeping each watch for two months per rotation. Watches could be returned by mail or at an event; the FAQ also described concierge courier delivery and pickup in New York City. The How It Works page said concierge delivery and pickup were initially limited to New York City. These are historical logistics, not confirmation that any option remains available.
Care, insurance, and other services
Eleven James said it cleaned and inspected each watch before dispatch and insured its inventory against damage, loss, and theft. The company also encouraged members to consider additional insurance and contact the concierge if a problem arose. These were company statements, not an independent audit or a guarantee of coverage for every member’s circumstances.
Rank #2
- Features a classic big dial and quartz movement with stable quality. High hardness coated glass mirror is wear-resistant, scratch-proof, Butterfly double buckle ensures comfortable wear
- Mirror diameter is 1.6 inches (41 mm), case thickness is 0.43 inches (11 mm), and band length is 7 inches (180 mm). The length of the watch can be adjusted, and it weighs 132 g(4.65 ounces). Maximum applicable to about an 8-9" wrist
- Luminous function can be activated by illuminating the watch under strong light for 30-40 seconds, providing a new visual experience at night. Manual includes detailed instructions for adjusting time and calendar
- Fashionable and elegant design for any man who appreciates quality and style. Versatile and stylish men's watches are suitable for any occasion, including parties, work, daily life and dating
- Water resistance for daily life, waterproof to 100 feet (30 m), generally resistant to splashing or brief submersion, but not suitable for swimming or bathing
Its membership page also promoted private events, collection-maintenance assistance, appraisals, buying and selling help, rewards credit, partner offers, concierge service, and a member community. The current availability of these benefits is unverified.
What one reviewer experienced
A 2017 Forbes first-person account described a three-month trial in which the writer received an Audemars Piguet Millenary, a Rolex Datejust, and an A. Lange & Söhne. The writer reported concierge matching, reminders, prepaid returns, and an option to buy a watch.
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- Movement: Japanese Imported quartz analog movement, provide precise time and long term running.
- Waterproof: Water resistant to 30M. Daily use waterproof, washing hands, raining or splash. But not suitable for swimming, diving, shower.
- Material: Anti-scratch mineral glass and environmental protection vacuum plating case never fade. Genuine leather strap, delicate and soft.
- Multifunction Design: Simple and luxurious dial, covers the week,date, time display, chronograph, LED light functions.
- Perfect Gift: This elegant looking luxury wristwatch can be worn for a variety of occasions, whether formal, business or casual, or from indoor, outdoor events or everyday use.
That account offers a useful example of how the service could work for one member, but it is not a representative survey. It cannot establish typical watch selection, member satisfaction, or value for money across the customer base.
Was the subscription good value?
The model’s financial appeal depended on what a member valued. A subscription could provide access to multiple watches without paying each watch’s purchase price, and the concierge could help tailor selections. But the recurring fee bought temporary use, not ownership; a member who wanted to keep one watch would need to pursue a separate purchase. The published $249 monthly starting price is therefore not directly comparable to a watch’s retail price without accounting for the length of membership, chosen plan, and whether the member ultimately wanted to own a watch.
- More likely to suit: someone who wanted variety, enjoyed trying watches, and valued concierge selection enough to pay recurring fees for temporary access.
- Less likely to suit: someone focused on owning one particular watch, minimizing ongoing costs, or requiring a currently verified service and clear present-day terms.
The available material does not establish a current competitor comparison or broad customer-satisfaction data, so it cannot support a claim that Eleven James was cheaper or better than other ways to access luxury watches.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Historical prices are not one consistent schedule
Eleven James’ later legacy pages and its 2013 launch coverage describe different price details. They should be treated as separate historical snapshots, not combined into a single price list.
Best Value
| Source and period | Published detail |
|---|---|
| Undated legacy How It Works page, accessed in 2026 | Membership from $249 per month; watches described as averaging $10,000 or more in value; three- or six-watch annual plans, with two months per rotation. |
| TechCrunch launch report, 2013 | Reported $249 per month for three watches valued around $10,000 per year; $449 per month for six; $459 per month for a Connoisseur selection; and $899 or $1,599 per month for three or six Virtuoso watches. |
The launch-era figures are from TechCrunch’s 2013 account; they do not establish what a later member would have paid. The later legacy page does not provide enough detail here to reconcile its starting price with every launch plan.
What happened to Eleven James?
Hodinkee reported on August 22, 2018 that Eleven James was winding down. The report, based on conversations with former employees and other sources, said former head of corporate strategy and development Robi Cai described an unsuccessful attempt to raise funds earlier that year. After the fundraising failed, the company’s main lender withdrew its credit line, and management and the board began winding down operations around mid-June.
JCK also reported that the site appeared to have shut down and that requests for comment to the company and executives went unanswered. JCK described an earlier shift toward a luxury marketplace and the Watch and Earn consignment program.
Legacy pages may still be accessible, but that does not show that the company is accepting members or fulfilling rotations today. The available reporting establishes a 2018 wind-down, while present-day operating status remains unresolved.
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Verdict
Eleven James’ historical offer was a distinct, concierge-guided way to try luxury watches in two-month rotations, and one Forbes writer described a positive personal trial. But the evidence does not show how typical that experience was, and the company was reported to be winding down in 2018. Treat it as a former service to understand, not a verified subscription option to join now.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
