Instead of buying $50,000 watches you can rent them wrote Cam Wolf:

• Services like Eleven James allow people to rent out premium luxury watches for a membership fee ranging from $170  to $900 with a minimum six month commitment.
• Watches are good for this kind of business since they don’t depreciate, are durable, and have high margins.
• That said luxury watches are typically bought for their sentimental value – buyers think about passing them onto their grandchildren.
• Perhaps this is why the services let you pay to keep the watch if you like it – an option that’s used often as clients form emotional connections with their accessories after, for example, a successful first date.
• The rental companies position themselves as embodying a particular lifestyle. Subscribers to the service can make reservations at pricey bars, meet watchmakers, and network in private jet hangers.
• One subscriber was upgraded to first class on a plane after a flight attendant noticed the timepiece.

Read many more fascinating details at GQ.