Wednesday, September 23, 2009

Time Is On Your Side

My coworker Jason tipped me off to Steal the Time, a watch-loaning service started by his boyfriend Justin (Jason & Justin -- cute!), who, I'm pretty sure, is the better looking, exceedingly entrepreneurial, and illegitimately begotten younger half-brother of the late JFK Jr.  Kept a secret by the Kennedy clan, I suspect he quietly launched his business with pay off money the jealous elder Kennedy had given him to stay away from the media, lest Jack Jr. be outshone.

The concept behind Justin's online business is similar to that of purse rental site Bag, Borrow or Steal, if you're familiar. Once registered, you can peruse a selection of high-end wristwear and lease whichever model you fancy. To return, just drop off at a UPS drop box. It's a great way to test drive a watch before buying,  or to just pretend you're living larger than your paycheck allows you to believe. Like BBoS, you can rent for as long as you like, and if you grow attached and find yourself unable to part with it, there's an option to buy.

It's kind of a genius concept when you think about it, and the timing couldn't have been better (no pun intended), as it's sure to be embraced by former Wall Streeters who've fallen upon hard times, Madoff'd elites desperately attempting to save face in front of friends and colleagues, or just your average broke blokes hoping to make an impression on an interview or at a fancypants event. Fledgling stylists who might not yet have access to expensive accessories could also benefit from such a service. And surely rappers are not recession-proof -- I'm sure the hip-hop community would be grateful to Justin for ensuring that their music videos continue to feature appropriately luxe labels and blinding blingage.

But seriously,  I know plenty of guys who wouldn't/couldn't shell out for a high-end watch, but might be in need of something more substantial than their Casio for a special occasion. If you find yourself in such a situation, just remember that a Rolex, Cartier, Hermes, or Tag Heuer is but a few clicks away.

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