The Fifth Watches is known for an unlikely business model -- its watches are only available on the 5th of each month.
Those looking to buy the watches have five days from the 5th to buy them, as long as they are high up enough on the brand's wait-list. This business model, along with the classic and minimalist aesthetic of the watches themselves, provides the illusion of exclusivity without the hefty price tag that often comes along with items marketed as "designer" or "luxurious."
The website's main page features a large live countdown clock until the next 5th day of the month. The watches are sold online and signing up for a VIP membership allows people to access the collection nine hours before the general public.