I recommend looking into the insurance side of your business model. Do I think there is a market...YES..100%. The key to success will be risk management in not getting scammed on a runner or having one returned with damage. Risk management is so critical with something so delicate and portable. Many here drop $1000 or more a year on reps and associated upgrades and gen mods....so I think funds are there to form the basis of this business and total available market. Personally, for say $1000-$1500 a year, billed monthly, I would definitely sign up for a quarterly watch swap. I'd start with a gen Patek 5980 out the gate....and then move on to an IWC Grande Complication...yes! This business will likely not make millions in profit, but with the right pricing could generate a decent profit for a small operation. Cash flow will be the key since you can't currently lease the watches from the dealers. But, perhaps, you could get a line of credit and finance the inventory at a reasonable interest rate? And then, of course, you can wholesale the pieces (or set up a finance arm to sell them off to the members) and get 60-70% of the price back as you roll the inventory. Have you researched exotic car clubs? It's the same concept, but you get the cars for X days per year. There is also variant of this called Xtreme Xperience: http://www.thextremexperience.com/?gclid=Cj0KEQjwnrexBRDNmZzNkf7c4c4BEiQALnlxhbawUho7B-2gEDoNNy7XSoeOxYnujuQ8I9VNFxkPMo4aAmOr8P8HAQ I know the owner of this firm and he is doing quite well. He's added more cars, more staff and expanded to new cities in the US and beyond. For example, he rents a Lambo Huracan for $329 for THREE LAPS on the track (with a co-pilot from his firm). I took out the Mercedes SLR for a 3 lap run. It was $250 and lasted maybe 5 minutes...my company paid for it as a corporate outing of sorts. Hell of a lot of fun blasting that engine out of a corner! Incredible power. My point is, if someone will drop $329 for 3 minutes....I definitely think you'll find a group of rep/gen watch geeks that would subscribe to a swap program. Count me in....