Watch rental is a new concept currently being operated by a Company called Eleven James in the United States. It is a membership club and they rent luxury watches to their customers. For a fee of $149 per month, they receive a new timepiece every quarter. Sounds like a good idea, but will this catch on in the UK? Take a look at the video, in which the CEO of Eleven James, Randy Brandoff, discusses the club in more detail.
https://www.bloomberg.com/news/videos/2016-11-29/the-time-has-come-for-luxury-watch-rentals