I personally think it can work (depending on the social acceptance level of course). I'm certain that there are strategies and insurance plans crafted to insure the watch in inevitable incidences or when watches are returned back to them with scratches, dings and dangs.
In this case and after looking at their fee, I also think the model evolves in the circle of highly.. I mean truly highly luxury watches.
It comes with concierge service (in NY only), so u can imagine how highly luxurious it can be. Circle of loaned luxury watches.
