A former NetJets exec saw how much rich people loved luxury watches - so he started a service where they could rent them for months at a time

We share cars through Uber and Lyft, and homes through Airbnb. Why not do the same with luxury watches?

Two-year-old startup Eleven James has made that idea a reality. Founded by ex-NetJets exec Randy Brandoff, the company basically operates like Netflix used to, back when its primary business was sending you DVDs via snail mail.

After filling out your profile, you select a membership plan, and then hop on the phone with an Eleven James "concierge" for a welcome call. After that, your first rental watch will be mailed to you in two days. When your time with that watch is up (usually 3 to 6 months, depending on the plan), you send it back and receive your next one.

There are a few different membership tiers, starting at $150 and going all the way up to $800 a month. The more you pay for an Eleven James membership, the more expensive the watches you can access. The name itself is a reference to the man whom Brandoff calls the prototypical Eleven James member: James Bond, the spy who's always equipped with gadgets.