The Story

In 1973, the British Ministry of Defence (MoD) needed a watch strap for military personnel that could endure combat conditions. The goal was to create a strap that could withstand tropical humidity that often wreaked havoc on leather watch straps and prevent spring bar failures that caused watches to be lost or broken.

How We Improved the Design

We refined the original design, enhancing strength and durability with a sewn construction. We replaced chrome-plated brass with solid stainless steel hardware for resilience and longevity. The space between keepers was increased to fit larger watch cases. Additionally, we extended the strap length to 300mm to accommodate various wrist sizes and provide extra security by folding the strap tail back through the keepers.

Introducing the APEX Nylon Collection:

Apex Nylon Material:
The Apex is made from 100% polyester material, ensuring exceptional durability. It is long-lasting and environmentally friendly, reflecting our commitment to quality and sustainability.

Innovative Production Techniques:
Cutting-edge production techniques, including high-temperature and high-pressure dyeing, as well as filament twisting, to create the Apex nylon material. These methods result in vibrant, fade-resistant colours that maintain their brilliance over time.

Precision Weaving:
Advanced high-power shuttle looms, combined with premium yarn technology and special pattern threading techniques, produce a thick and dense ribbon. This ribbon boasts a luxurious feel, akin to pure cotton, offering a skin-friendly and warm sensation that sets the Apex nylon watch strap apart