People that have three or four hundred dollars a month to throw at watches are in a bracket that they can also afford to buy a decent watch. I see a number of exotic car experiences in my area that seem to be doing well, however watches are a little different story. The whole replica game gives those that are interested in high end watches but too poor to afford one, a viable option. That said, I think the business model could work if you concentrated on daily rentals instead of long term leases. Hook up with wedding planner and run the business similar to a tuxedo rental business. There are enough high end weddings out there to make it work. Think about an average of 5 watch rentals per wedding (groom, best man & ushers) at say $100 per watch per day. Maybe you have three or four weddings a weekend, that could work out to about $5 or $6K per weekend assuming 2 day rentals.