Eleven James
Eleven James is a New York–based, private luxury watch subscription service founded in 2013 that provides annual members with rotating access to curated fine timepiece collections starting at $249 per month, serving ultra-high-net-worth consumers, watch enthusiasts, and younger affluent subscribers.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Eleven James does
Eleven James (legally RB Watch, Inc.) is a New York–based, privately held luxury watch subscription and rental service founded in 2013 by Randy Brandoff, the former chief marketing officer of NetJets. The company sells annual memberships that give members rotating access to two curated collections of fine timepieces — the Aficionado Collection (IWC, Panerai, Rolex, Hublot, Zenith) and the Connoisseur Collection (Audemars Piguet, Vacheron Constantin, Patek Philippe, Girard-Perregaux) — delivered through a concierge-driven direct-to-consumer model. Pricing starts at $249 per month with watches averaging $10,000+ in retail value rotated approximately every two months, alongside higher-tier Access Levels with three or six watches per year, watch purchase and consignment options, rewards credits, private events, and exclusive partner offers. The customer base targets ultra-high-net-worth consumers, watch enthusiasts and collectors, and younger affluent subscribers seeking access over ownership. The current leadership team comprises a CEO (Olivier Reza), SVP Marketing (Meredith Feiner), and SVP/Head Curator (David Lee), with concierge delivery initially restricted to New York City and national reach supported by pre-paid shipping and member events.
Eleven James firmographics
Firmographics- Name
- Eleven James
- Legal name
- RB Watch, Inc.
- Website
- https://elevenjames.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Eleven James is a New York–based, private luxury watch subscription service founded in 2013 that provides annual members with rotating access to curated fine timepiece collections starting at $249 per month, serving ultra-high-net-worth consumers, watch enthusiasts, and younger affluent subscribers.
- Ownership category
- akta.pro rank
Eleven James industry classification
Industry- Product category
- Luxury Watch Subscription Services
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Used Merchandise Retailers (459510)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Pre-owned, Vintage & Certified Pre-owned Watches (CRAKADAM)
- akta.pro secondary industries
- Premium/Upmarket Membership Clubs (CRAEADAG), Luxury Mechanical Watches (CRAKADAA)
Keywords
Where Eleven James is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Eleven James business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Annual Membership Fees: Annual membership program where members pay recurring fees for access to watch collections. Membership fees are set forth on the Application Form and are non-refundable. Members can select Access Levels that determine their benefits and watch access.
- Watch Sales: Members can purchase watches from inventory at quoted prices. All watches sold to members are provided on an 'AS IS' basis. This is a separate transaction from membership and does not affect membership terms.
- Watch Purchase Option: Members who pay the full quoted price for a watch currently in their possession can keep it. Purchase prices are available through the Eleven James Concierge.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual membership starting at $249/month |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Eleven James product offering
Product offeringCore offering
Eleven James operates an annual membership program, starting at $249 per month, that gives members access to curated collections of luxury timepieces (Aficionado and Connoisseur Collections) featuring brands such as IWC, Rolex, Panerai, Hublot, Zenith, Audemars Piguet, Vacheron Constantin, Patek Philippe, and Girard-Perregaux. Members receive watches worth an average of $10,000 or more for two-month rotations, with access to three or six different watches per year, complemented by concierge service, rewards credits, private events, exclusive partner offers, and options to purchase or sell watches from inventory.
Product overview
Eleven James is a luxury watch subscription and rental service offering an annual membership program that redefines how luxury watches are discovered and enjoyed. The core offering consists of two watch collections—the Aficionado Collection (featuring IWC, Panerai, Rolex, Hublot, Zenith, and similar brands) and the Connoisseur Collection (featuring higher-tier brands such as Audemars Piguet, Vacheron Constantin, Patek Philippe, and Girard-Perregaux)—accessible through the Annual Membership Program starting at $249/month. Members receive watches worth $10,000+ for two-month rotations, with additional benefits including dedicated concierge services, rewards credits, private events, exclusive partner offers, and options to purchase or sell watches from inventory.
Differentiator
Problem solved
Functional benefit
Products and services
- Annual Membership Program Flagship subscription service beginning at $249 per month, billed annually, that gives members access to watches worth an average of $10,000 or more for two-month rotations, with three or six different watches per year depending on Access Level tier. Includes concierge service, rewards credits, private events, and exclusive partner offers.
- Aficionado Collection Curated watch collection featuring classic, sporty, and novel timepieces from brands including IWC, Panerai, Rolex, Hublot, Zenith, and others. Many pieces include precious metal accents and intricate complications and are part of the membership offering.
- Connoisseur Collection Curated higher-end watch collection featuring distinguished timepieces from iconic brands such as Audemars Piguet, Vacheron Constantin, Patek Philippe, and Girard-Perregaux, incorporating gold, silver, platinum, and other precious metals.
- Watch Purchase Option Members can purchase watches from Eleven James inventory at competitive quoted prices; a member who pays the full quoted price for a watch currently in their possession can keep it. Purchase prices are available through the Eleven James Concierge, and all watches are sold on an AS IS basis.
- Watch Selling/Loaning Service Members who own watches can contact the Eleven James Concierge to sell or loan their watches to Eleven James, supporting inventory expansion.
Quantifiable outcome
- Members can access watches worth an average of $10,000 or more
- +2 more outcomes
Companies that use Eleven James
Customer profileSegments3 records
Ideal customer profiles3 records
Eleven James technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Eleven James partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EVINS, Ltd.minorPR and communications agency representing Eleven James for media inquiries, press kit access, and general information requests. Contact: Rosanne Romanello at (212) 377-3578.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Eleven James competitors and assessment
Company assessmentDirect peers
- Crown & Caliber: Online pre-owned luxury watch dealer (now part of The Watchbox) offering buy/sell/trade. Closely comparable inventory model (pre-owned luxury watches) and target customer, though distributed via outright purchase rather than subscription rental.
- Bob's Watches: Specialized pre-owned Rolex and luxury watch dealer. Comparable in operating exclusively in pre-owned luxury timepieces and serving enthusiast/UHNW collectors, though distributed as a transactional marketplace rather than a membership program.
- Analog:Shift: Curated pre-owned vintage and contemporary luxury watch dealer. Closely comparable in curation-driven positioning and target collector customer, with explicit emphasis on the same iconic brands (Rolex, Patek Philippe, Audemars Piguet).
- HODINKEE: Pre-eminent watch enthusiast media and commerce platform. Directly comparable in target customer (luxury watch collectors/UHNW enthusiasts) and overlapping in content, pre-owned watch sales, and member-style community engagement with the watch-collecting customer that Eleven James serves.
- Xupes: Pre-owned luxury watch and bag retailer with a strong collector focus. Comparable in pre-owned luxury timepiece inventory and UHNW customer targeting, with a broader product assortment including Hermès bags.
Broad incumbents
- Watchfinder: Established global pre-owned luxury watch retailer (Richemont-owned). Comparable inventory and customer base; broader international footprint and full retail/distribution operations that dwarf Eleven James's membership scale.
- The 1916 Company: Pre-owned luxury watch retailer formed from the combination of Govberg, Hyde Park, and Radcliffe. Comparable in pre-owned luxury watch inventory and UHNW customer, but operates as a multi-store authorized and pre-owned dealer rather than a membership rental model.
- Watches of Switzerland Group: Largest multi-brand luxury watch retailer in the US/UK. Overlaps in carrying the same premium brands (Rolex, Patek, AP, IWC) and serving UHNW consumers, but as an authorized retailer with a much broader scale and capital base.
Emerging players
- TrueFacet: Online pre-owned luxury watch and jewelry marketplace. Comparable product category and enthusiast target, but operates as an open marketplace model rather than a curated membership program.
- Revolution Watch: Watch media and retail platform focused on collectors and the higher end of the enthusiast market. Comparable customer base and luxury brand relationships, with a stronger media/content focus and a smaller retail footprint than Eleven James.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Eleven James social profiles
Digital presenceEleven James financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eleven James leadership team
Management profileNumber of profiles
Profiles1 record
Eleven James funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eleven James M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Eleven James
What does Eleven James do?
Eleven James operates an annual membership program, starting at $249 per month, that gives members access to curated collections of luxury timepieces (Aficionado and Connoisseur Collections) featuring brands such as IWC, Rolex, Panerai, Hublot, Zenith, Audemars Piguet, Vacheron Constantin, Patek Philippe, and Girard-Perregaux. Members receive watches worth an average of $10,000 or more for two-month rotations, with access to three or six different watches per year, complemented by concierge service, rewards credits, private events, exclusive partner offers, and options to purchase or sell watches from inventory.
Is Eleven James a public or private company?
Eleven James is a private company. It is classified as venture growth investor backed and is currently operating.
When was Eleven James founded?
Eleven James was founded in 2013. It employs 11 to 50 people.
Where is Eleven James based?
Eleven James is headquartered in New York, United States, in the North America region.
How does Eleven James make money?
Three revenue lines are on record. Annual Membership Fees are the primary driver. The others are watch Sales and watch Purchase Option.
Who are Eleven James's main competitors?
Direct peers on record are Crown & Caliber, Bob's Watches, Analog:Shift, HODINKEE and Xupes. Broad incumbents are Watchfinder, The 1916 Company and Watches of Switzerland Group. Emerging players are TrueFacet and Revolution Watch.
Does Eleven James have an API?
No public API is recorded for Eleven James.
What industry is Eleven James in?
Eleven James's product category is Luxury Watch Subscription Services. Its primary akta.pro industry code is CRAKADAM, Pre-owned, Vintage & Certified Pre-owned Watches, with a secondary code of CRAEADAG, Premium/Upmarket Membership Clubs. Its NAICS code is 458 and its SIC code is 5944.