Many people who love great timepieces either can’t afford them, grow tired of the example they’re wearing, or sometimes both. Recently formed company, Eleven James, comes in and offers a solution to this problem.

Eleven James is sort of like Netflix back when its main form of business was sending DVD rentals through the mail. The two-year-old rental company serves as a subscription service that loans out timepieces to its clients and sends a new one when customers mail it back.

Started by former NetJets executive Randy Brandoff, Eleven James offers different levels of access to beautiful and sometimes rare timepieces based on a monthly price ranging from $150 to $800. The more a customer pays per month, the more expensive the watch selection becomes.

Getting started with Eleven James is as easy as going online, filling out a profile, selecting a plan, and then calling one of the company’s concierge agents for a welcome call. Two days later the first watch comes in the mail.

Eleven James’ selection includes examples from brands such as Rolex, Patek Philippe, Tag Heuer, Breitling, and others.