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First Watch Leasing Program


Finally, an alternative for consumers to obtain a luxury timepiece, leverage their finances, choose their own terms, and leave the retailer wearing the watch of their dreams.

First Watch Leasing, Inc. introduces EliteLease(SM) the worlds first leasing program for luxury wristwatches. A privately held company with corporate headquarters in Torrance, CA, First Watch Leasing formally launched its revolutionary leasing program to the public on January 1, 2008. The EliteLease(SM) program allows authorized retailers to offer their customers a leasing option with terms from 12 to 60 months, giving them the flexibility to tailor monthly payments by spreading them out over time. Today, thirteen brands are eligible: Audemars Piguet, Blancpain, Breguet, Cartier, F.P. Journe, Harry Winston, IWC, Jaeger-LeCoultre, Panerai, Patek Philippe, Richard Mille, Rolex, and Vacheron Constantin. FWL plans to include additional brands in the future.

With EliteLease(SM), customers choose their term, and at the end of the lease, they can either return the watch or purchase it using FWLs Affordable Purchase Option. Of course, at lease end, they also have the option to lease another watch that suits their taste. The EliteLeaseSM program lets consumers enjoy wearing the latest watches while keeping their existing credit lines available for other purchases. In the same way that leasing revolutionized the luxury automobile industry, First Watch Leasing will offer the same alternative to wristwatch enthusiasts.

If you would like more information about this topic, or to schedule an interview with First Watch Leasing, please call Kelli Noftle at (310) 328-7028 ext. 109 or email Kelli Noftle at


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