Don't own a luxury watch? Swiss brand will now let you rent one

The days of saving for ages to own a luxury watch appear to be nearing an end as a leading brand prepares to enter what it describes as the “fascinating world of sharing”.

Luxury watchmaker DuBois has put together a revolutionary watch rental concept – “Rent your Luxury Watch” – becoming the first luxury watch brand in the world to do so. Beginning July 1, DuBois will start offering some of their most exclusive timepieces for rent for 1-12 months.

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“In our digitized, global company, ownership is increasingly seen as a burden. Sharing is becoming the new norm, access more important than ownership,” Thomas Steinemann, CEO of the Swiss brand which was founded in 1785, said in a statement.

According to Steinemann, even in the luxury price segment the rise in the “sharing economy” continues inexorably. “The watch industry seems to have closed its eyes to this new development; not so at DuBois et fils,” he said.

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The rental charges will include a monthly fee plus a one-time processing fee of 150 Swiss Franc in Switzerland and 250 Swiss Franc abroad. The fee will vary between 80-150 Swiss Franc every month, depending on the watch model. The reservations can be made online.