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Delugs Values

Delugs has developed and matured as a brand with a large number of customers and fans worldwide. it is important for Delugs to look beyond their core business of just providing products, and think about what the brand stands for, their purpose and their direction.

They have developed a set of brand values that serves to guide our actions and thinking, and shape the decisions that they make; from the daily customer interactions up to decisions on their brand’s direction. Regardless of what products we develop, who they are talking to or dealing with, Delugs want these values to stay consistent and universal.


The materials that go into a strap’s construction determine its longevity and beauty. In contrast, it would be a wasted effort to pass poor materials through a complicated process only to yield a dull, lifeless band which offers no peace of mind and joy to its user.

Delugs sources, select, and offer among the best materials available. From exotic reptilian skins to traditional cattle hides, from time-tested tanning and finishing techniques to modern hypoallergenic interiors..


Each layer of material is processed to ensure consistency. Only flawless, choice portions of skins are selected for use. To that end, we only purchase skins with a high yield — that is to say, the skins already come with little blemish and harm, a ‘mark’ of a farm that takes good care of its animals. In this way, we do our small part to encourage humane practices in the industry.

While cattle hides are typically more homogenous and even, exotic skins have more varied thicknesses and require more care. Armour-like alligator scales are thinned down (‘split’) to maximise pliability while retaining strength.


Having been invented in the time of Constantine the Great, i.e. 4th century A.D., there can be no argument when describing saddle stitching as a time-tested technique. Its early use was, as its namesake states, for the securing of horse-riding saddles. What better guarantee of security is there for your wristwatch, then the survival of even the rough and tumble of horse-riding?

This method of stitching requires the passing through of needles from one side to the other, alternating throughout the sewn material. This first requires the meticulous preparation of stitch holes by our skilled artisans. There can be no mistake – leather is a natural surface held together by fibers at the microscopic level, and all the king’s horses and all the king’s men couldn’t put a misapplied stitch hole back together again.

Then comes the actual stitchwork, a process of honed, consistent precision. The artisan passes through two needles in each successive stitch, taking care not to tangle or spear the trailing threads. With each stitch only millimeters apart, this segment of the process is one of the most time-consuming.

Smooth round the edges

An art in itself, sealing the edges of the sewn material is necessary to improve the strap’s durability. Without the seal, the strap is prone to damage from its exposed edges, much like a house built with raw, untreated wood.

Our artisans repeat a process of painting, drying, and sanding layers of rubberised leather paint developed specially for flexibility and adhesion to leather. The end result is a weatherproof, smooth, and comfortable finish.

Simple as it sounds, extreme care is required to avoid disturbing the already-finished exterior and interior surfaces with excess paint and sanding.