My Story

My story started in 2014 when I bought my first watch, a Corniche Heritage on a black leather strap with a butterfly clasp. I loved it and used it every day, but after a few months the leather strap became worn out and the clasp stopped working so I had some difficulties to lock the clasp. My initial thought was to buy a new watch, but as a 14-year-old with limited financials, that was not an option. 

So I went to Hagströms Ur on Odenplan in Stockholm and bought a blue Perlon strap. I was mind blown by the new look of my watch and how small changes really can make such a difference. At that moment, I knew that I wanted to share this experience with everybody I knew and that I wanted to start a company selling watch accessories to help people have the same experience as I had.

This was the final result!


A few months later, the minut hand dropped of and I realized that I had to do an upgrade to a Seiko SKX007. Probably one of the best decision I have made since it made me much more interested in watches. 

And today, 7 years later, I'm running my own online store selling affordable high quality watch straps worldwide to share my experience with fellow watch lovers.

//Samuel