We are an independent brand founded in 2020, fueled by a deep-rooted passion for watches. As watch enthusiasts, we know the thrill of searching for the perfect strap and the excitement of switching things up to match different styles or occasions.

Years of experimenting with various straps led us to the discovery of integrated straps and we instantly fell in love with the seamless and clean look. But the excitement quickly faded with the limited options available—most catered for luxury watches with price tags that stretch into the hundreds.

For avid watch collectors like us, who love to swap straps as much as the watches themselves, the restrictions of integrated straps were frustrating. They often fit just one specific watch, leaving little room for variety.

We knew there had to be a better way, and that’s when we made it our mission: to redefine integrated straps through creativity and innovation. We’re obsessed about making the perfect strap without compromising quality and affordability.

Remember that feeling when you put on a new strap that perfectly complements your favorite watch?—that rush of satisfaction. We’re here to help you rediscover that feeling again, making your watch-collecting journey a joyful one.

OUR STRAP

We developed the world’s first interchangeable integrated strap that features a steel end-link attached to a pair of premium rubber. This unique design seamlessly integrates with your watch, giving it a refined, modern aesthetic. What sets our End Link Rubber Strap apart from most integrated straps is its innovative pairing system, which allows you to interchange straps across our entire collection. This flexibility allows you to mix and match as you please, bringing versatility and personalization to your Seiko collection like never before.