Let's say you're a movie star. You go to Chopard to borrow jewels to walk the red carpet! Chopard insures the jewels. The wear and tear is minimal. And it's only used for one occasion and for some photographs. While Chopard doesn't charge for this service, you could conceivably charge for the service and make it very short term. If hundreds of people a year are willing to pay money to rent a $300,000 Rolls Royce car with a chauffeur for 8 hours (normally for weddings or special occasions), maybe they'll pay you X amount to borrow a special watch for an evening, or for a rap video. You can also insist on certain security measures and insurance requirements. Or more likely, you have to buy a specific insurance policy for each time this happens (like Chopard does). And assuming the person leasing the watch is going to a black tie event, then hopefully the wear and tear is pretty minimal. I'd have a clause in the contract, "the lessor should avoid consuming too many alcoholic drinks or other influences while wearing the watch."