Luxury is taking on the sharing economy, letting fickle consumers test out everything from a Rolex to a Porsche.

Luxury is taking on the sharing economy, letting fickle consumers test out everything from a Rolex to a Porsche. Consumers can co-invest, meaning they buy “tradable stakes” in high price items—getting the chance to go “for occasional spins in [a] car or get customized bottles” from a vineyard. They can also simply rent items out. Eleven James, for instance, leases out their watches and may move into artwork and jewelry. This trend is another way luxury is being re-defined, and it “democratize[s]” an industry that many can’t participate in. (Reuters)