Btw how much do they charge per day to rent these watches? I wasn't able to see the website.
Here's a part of the article:
Users make two primary choices: what type of watches they want to wear and how frequently they want to change. There are currently three tiers, based on watches that retail for $10,000, $20,000 and $40,000. They then choose how many times they want to switch it up -- between three and six times per year. They fill out a preference sheet based on brands and styles they're interested in, and work with a concierge to figure out which watches they'll try next
Membership for the least expensive watches, brands like Breitling, Panerai and Rolex, start at $199 per month, or $2,150 per year. On the high end, for watches like Patek Philippe and A. Lange & Sohne, it can reach $1,379 per month, or $14,900 per year.