It All Began with a Problem
Like so many people, we noticed how quickly the Apple Watch became part of everyday life - at work, in the gym, and at events. But one thing always stood out: the straps. Most options felt either too sporty or too plain, leaving little choice for those who wanted something both stylish and professional.
Founders: Two Best Friends, One Shared Vision
That’s where our founders come in. Lifelong best friends, we’ve always shared an eye for detail and a passion for making everyday essentials better. When we realised how much the right strap could transform not just the look, but the whole Apple Watch experience, we knew we had to offer something better.