MANH April 2014 : Page 45

[STYLE] NEWS BORROWED TIME Once Randy Brandoff discovered his fi rst luxe timepiece in high school, things were never the same. Today, the former NetJets CMO is the driving force behind Eleven James (elevenjames.com), a members-only online concierge service he founded to rent high-end watches—think Rolex and Patek Philippe—for membership fees ranging from $249 to $1,599 a month. Here, Brandoff explains his new venture and his obsession with haute horology. –Yelena Shuster What inspired your love of watches? WATCH OUT From top: Members of Eleven James can choose from top timepieces like the Rolex Daytona; company founder Randy Bradoff. FOREST RANGER Amour Vert will plant a tree for every item purchased from their T(r)EE collection, like the Madelyn black V-neck T-shirt, seen here with the Megan ikat-print pants. One of my buddies got a blue-faced Audemars Piguet Royal Oak for graduation. I didn’t know anything that nice even existed. I just got curious, learned more, saved up and bought one, then another, and next thing I knew, it was a passion. Where did the idea for Eleven James come from? you’re approved, you ll out your watch pro le, then our concierge pairs you with a watch. In NYC, we send it to you via hand delivery or overnight FedEx. Every watch rotation begins at the start of every month and lasts two months. And where do the watches come from? Buy a Tee; Plant a Tree Founded on the philosophy that you shouldn’t have to sacrifi ce style for sustainability, eco-clothier Amour Vert creates fashion-forward, environmentally conscientious apparel. Now, as a way of giving back, the company is working with the conservation nonprofi t American Forests to plant one tree for every piece purchased from the T(r)EE by Amour Vert collection—to the tune of 100,000 trees by 2015. Marked by a distinctive gold rivet made from recycled materials, the line features T-shirts (from $70) in soft, comfortable fabrics like organic cotton, modal and linen. amourvert.com –Ana Jean Healey When I was younger I had a handful of watches, but couldn’t justify spending on the collection I wished I had. I realized that borrowing allowed someone who could a ord a luxury watch—but not necessarily dozens of them—the opportunity to get the volume and variety they crave. How does the rental process work? We have active and ever-growing relationships with many of the top brands—the manufacturers themselves as well as the top retailers and auction houses. Who are Eleven James’ members? Inside of three minutes you can apply for membership on elevenjames.com. Once ere are some who are using this as their rst foray into high-end watches, and others who have 20 or 30 and just say, ‘I love watches and can’t get enough. But wait a second—for a fraction of the price of buying one, I can wear six more this year?’ HOT UNDER THE COLLAR From left: ManuelRacim founders Manuel Guardiola and Racim Allouani were inspired by Parisian made-to-measure shirt shops. Anything but Buttoned-Down The made-to-measure menswear business is as old-school as it gets, but at Tribeca shirt shop ManuelRacim , tradition is getting a convenience-oriented, tech-savvy update. Created by Manuel Guardiola and Racim Allouani , who were inspired by a tailor they frequented in the hip Le Marais district of Paris, the store streamlines the custom shirt-making process for time-strapped New Yorkers. After being expertly measured in person, clients choose from 200-plus fabric options; they then customize their shirt on a touch screen, and the details are sent to an expert Parisian tailor. Two to three weeks later, the shirt (from $125 to $295) arrives—and more can be ordered with just a click of the mouse on the ManuelRacim site. 44 Hudson St., manuelracim.com –Heather Corcoran 45 M ANH ATTAN APRIL 2014

Style News

BORROWED TIME

Once Randy Brandoff discovered his first luxe timepiece in high school, things were never the same. Today, the former NetJets CMO is the driving force behind Eleven James (elevenjames.com), a members-only online concierge service he founded to rent high-end watches—think Rolex and Patek Philippe—for membership fees ranging from $249 to $1,599 a month. Here, Brandoff explains his new venture and his obsession with haute horology. -Yelena Shuster

What inspired your love of watches?

One of my buddies got a blue-faced Audemars Piguet Royal Oak for graduation. I didn't know anything that nice even existed. I just got curious, learned more, saved up and bought one, then another, and next thing I knew, it was a passion.

Where did the idea for Eleven James come from?

When I was younger I had a handful of watches, but couldn't justify spending on the collection I wished I had. I realized that borrowing allowed someone who could afford a luxury watch—but not necessarily dozens of them—the opportunity to get the volume and variety they crave.

How does the rental process work?

Inside of three minutes you can apply for membership on elevenjames.com. Once you're approved, you fill out your watch profile, then our concierge pairs you with a watch. In NYC, we send it to you via hand delivery or overnight FedEx. Every watch rotation begins at the start of every month and lasts two months.

And where do the watches come from?

We have active and ever-growing relationships with many of the top brands—the manufacturers themselves as well as the top retailers and auction houses.

Who are Eleven James' members?

There are some who are using this as their first foray into high-end watches, and others who have 20 or 30 and just say, 'I love watches and can't get enough. But wait a second—for a fraction of the price of buying one, I can wear six more this year?'

Buy a Tee; Plant a Tree

Founded on the philosophy that you shouldn't have to sacrifice style for sustainability, ecoclothier Amour Vert creates fashion-forward, environmentally conscientious apparel. Now, as a way of giving back, the company is working with the conservation nonprofit American Forests to plant one tree for every piece purchased from the T(r)EE by Amour Vert collection—to the tune of 100,000 trees by 2015. Marked by a distinctive gold rivet made from recycled materials, the line features T-shirts (from $70) in soft, comfortable fabrics like organic cotton, modal and linen. Amourvert.com -Ana Jean Healey

Anything but Buttoned-Down

The made-to-measure menswear business is as old-school as it gets, but at Tribeca shirt shop ManuelRacim, tradition is getting a convenience-oriented, tech-savvy update. Created by Manuel Guardiola and Racim Allouani, who were inspired by a tailor they frequented in the hip Le Marais district of Paris, the store streamlines the custom shirt-making process for time-strapped New Yorkers. After being expertly measured in person, clients choose from 200-plus fabric options; they then customize their shirt on a touch screen, and the details are sent to an expert Parisian tailor. Two to three weeks later, the shirt (from $125 to $295) arrives—and more can be ordered with just a click of the mouse on the ManuelRacim site. 44 Hudson St., manuelracim.com -Heather Corcoran

Read the full article at http://digital.modernluxury.com/article/Style+News/1676725/203548/article.html.

Previous Page  Next Page


Publication List
Using a screen reader? Click Here