Olivier Reza Named CEO of Watch Rental Service Eleven James

PARIS – Investment banker-turned-jeweler Olivier Reza is adding a new line to his resumé: chief executive officer of Eleven James, a site that allows consumers to rent luxury watches in the same way that Rent the Runway gives them access to designer clothes.
An early investor in the platform, Reza said he has been running the company since April, overseeing the relaunch of its web site as the company expands its consignment offer.
“We believe that there are just so many beautiful watches out there in people’s hands that are not utilized,” he told WWD of the site, which was launched in 2013 by Randy Brandoff, the former chief marketing officer of private jet fractional ownership program NetJets.
“The goal of this company is to serve customers who want to enjoy beautiful things without having to own. But we also want to serve collectors who bought beautiful things and deserve to find a way to monetize them or have them shared with others, and to put the two together,” Reza added.
As part of the new web site, to be unveiled on Monday, Eleven James has created curated collections offering subscriptions at $150, $300 or $500 per month.
The entry-price offer of the Studio collection,

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