A watch doesn’t just tell time; it tells our time. Time, a man-made concept, doesn't exist in the natural world. What's out there is only infinite space and eternal cycles. We created time to measure our lives and the productivity that defines human society. Deadlines, efficiency, and competence are all tethered to this idea.
Since the ancient sundial, humankind has ingeniously tracked time. The earliest record dates back to the Egyptian shadow clock around 1500 BC. It took over 3,300 years for 'time' to find its way to the wrist when Abraham Louis Breguet crafted the first wristwatch for the Queen of Naples in 1810. Even after this monumental moment, men refused to wear wristwatches for almost a century, relying on pocket watches! In 1906, Louis Cartier designed a timepiece for his friend and aviation pioneer Alberto Santos-Dumont. This iconic creation, now known as the Cartier Santos, endures through various incarnations to this day.
Wearing time on our wrists has persisted for over two centuries. The watch industry's growth and allure, particularly among younger audiences catalyzed by platforms like Instagram, have sparked a fervor for finely crafted timepieces. More recently, the watch world has seen a surge with the emergence of numerous micro-brands worldwide. Passionate individuals, armed with an undying love for watches and a plethora of ideas to create well-crafted timepieces, are making waves.
Despite the industry's evolution, one aspect often overlooked is the watch strap. Unlike the intricate design of watches, straps often remain basic and uninspiring, failing to complement even the most elegant timepieces. Dissatisfied with this norm, we immersed ourselves in crafting straps that resonate with fellow watch enthusiasts. Our passion for watches is evident in every strap we create.
To all watch aficionados around the globe, we extend a big HEllO. Let's embark on an exhilarating journey together—strapped up and ready for what lies ahead.
