Our Story

Founded in May 2021 in the UK, by a team of former Apple engineers and strap design specialists, our journey began with a simple idea — to craft watch straps that match the precision, innovation, and timeless design language of the Apple Watch itself.

What started as a small design studio with a shared passion for materials and form has evolved into a trusted global brand, known for uncompromising quality and refined craftsmanship.

Our Philosophy

We believe that true luxury lies in simplicity, precision, and purpose. Every strap we create is designed to enhance not just your watch, but your daily experience — balancing comfort, durability, and beauty in equal measure.

From the first sketch to the final stitch, our team approaches each design with care, intention, and an obsessive attention to detail. We don’t follow trends — we refine essentials.

Our Craftsmanship

Each strap begins with exceptional materials: top-grain leather, 316L stainless steel, woven nylon, and high-durability silicone. These materials are selected for their tactile quality, longevity, and performance.

Every component is tested, polished, and assembled with precision — combining modern engineering with the artistry of traditional craftsmanship.
The result is a collection of straps that not only look and feel exceptional but are built to endure the rhythm of everyday life.

Our Evolution

Since our founding, we’ve continued to innovate alongside Apple’s own design evolution.

2021: Our first classic leather and silicone collections launched alongside the Apple Watch Series 7.
2022: We introduced 316L steel link bracelets and Milanese loops for those seeking elevated refinement.
2023: With the arrival of the Apple Watch Ultra, we unveiled new hybrid straps combining durability and elegance.
2024–2025: Our range now spans metal links, woven nylon, top-grain leather, and sport-ready silicones, trusted by thousands worldwide who appreciate precision and design integrity.

Our Vision

We exist to elevate the everyday through thoughtful design. Our goal isn’t to compete with technology — it’s to complement it.

As we look ahead, our focus remains unchanged: to craft straps that feel effortless, look timeless, and perform flawlessly.

Because a great strap doesn’t just hold your watch — it completes it.

Engineered with precision. Crafted with purpose. Worn with confidence.