Watch Innovation Straps: Building A Trusted Watch Strap Brand From The Ground Up With James Rose

A watch can feel brand new with the right strap, and James Rose knows exactly why. As the founder of Watch Innovation Straps, James walks us through the hard-won lessons of building a strap brand that collectors actually trust—from dialing in materials that feel great to solving the fitment puzzles that make integrated-lug watches sing. We get candid about the early missteps with FKM and lint-loving silicone, the path to a safer, hypoallergenic silicone blend with transparent chemical data, and the enduring pull of leather in calf and suede that never goes out of style.

We dig into the details most brands gloss over: sub-millimeter tolerances for Rolex, AP, and Cartier, quick-release systems that don’t crack nails, and why a thicker spring bar can transform confidence on the wrist. James shares how buckle geometry and finishing change how light plays across the clasp, why taper and padding should match case size and personality, and how small iterations—rounded strap ends, keeper stitching, micro-adjust deployants—add up to a better daily wear. He also tackles the murky side of the market: drop-shipped fakes, rebranded storefronts, and the cost of earning trust with responsive support and no restocking gotchas.

The roadmap is big and focused. Expect a two-lane strategy: a core collection near the $100 sweet spot for broad compatibility and a high-end bespoke arm for exotic leathers, custom lengths, and odd sizes built for Patek, RM, and F.P. Journe owners. Showrooms are coming to let you feel grain, see true color, and test fit before you buy. Through it all, the brand remains community-first: real feedback, late-night DMs, replacement-first service, and an open channel for new ideas.

If your watch feels tired, start at the lugs. Tune in for practical insights on materials, fitment, and design—and grab 20% off with code lonely wrist. If this conversation helped you rethink your strap drawer, follow the show, share it with a friend, and leave a quick review so more collectors can find us.

Use Code "LONELYWRIST" for 20% OFF at https://wisstraps.com/

Transcript

Why Straps Matter More Than Marketing

Blake Rea 0:01

Hello, everybody. Welcome back to another episode here of the Lonely Wrist Podcast. I am your host, as always, Blake Ray. And we've had so many incredible people on the show: watchmakers, collectors, micro brands, industry lifers, and brand historians. Today's guest probably touches every enthusiast every single day. Probably, I mean absolutely, because if watches are the story, straps are the voice. They are how we personalize, experiment, and make a watch it make a watch really feel ours. So today's guest is none other than James Rose, the founder of Watch Innovation Straps. Wis was a brand that was built on a simple idea that most aftermarket straps look great online and when they show up, they just look and wear like shit. So today we are going to be talking about what it takes to build a strap brand that collectors trust, how you balance comfort with performance, and why materials matter more than marketing, and what happens when a passion project becomes a global brand. So everybody, please welcome James to the show. Hello, buddy. Appreciate you, Blake. Thank you for having me. Yeah, glad to have you guys.

SPEAKER_00 1:20

Yeah, it's awesome to be here.

Blake Rea 1:22

Yeah, again, again. For those that don't know, we had we have to re-record this. We had some internet issues last time and just became unsalvageable. So so James is clearly dedicated to coming on the pod. So and the care package arrived. So I have been sporting, I think I'm not sure exactly which one this is. This might be your uh salmon red, yeah. The salmon red calf leather. So yeah, so good, so good. Love it. Perfect, perfect for the young Hans, perfect for the young Hans. So uh so thank you. Actually, waiting for that.

SPEAKER_00 1:56

I think that's actually I think that's a strawberry red. The salmon's the suede one. Yeah, that's the strawberry red, yeah.

Blake Rea 2:02

It whatever it is, man. It's it's absolutely exactly what what I like and super comfortable, super comfortable. So, and like again, I was I I didn't really know what to expect, you know, because I I have a very high kind of affinity threshold for like watch straps, you know, and and I'm the guy that pays more for you know a piece of cat a piece of calf. Like I'm going to the watch brands and buying like OEM straps, and I'm paying like $300 for a freaking piece of piece of leather, you know. So I have a high affinity threshold, and and this, yeah, this is nice.

SPEAKER_00 2:36

So and that's kind of what got me into it as well as well, was where going to some of these you know ADs, it was like $600, $700 for a watch strap, and it was like, wait a minute, there's there's gotta be as much as I want to change colors and stuff like that. I was like, there has to be a better way.

Blake Rea 2:51

Criminal, criminal, criminal what they're doing, yeah. But but no,

From Hobby Site To Growing Brand

Blake Rea 2:55

I mean there is solutions, and for those of you, we just talked about this. I'm just gonna plug it super early, but for all the people that make it through this podcast, we have a special gift for you at the end. Do you think I should just give it to them now? You think we should just save it to the end? Yeah, we can just give it to them now. All right, you use code lonely wrist at checkout for 20% off of your strap order. Go do it. But yeah, thank you so much for come for coming back. Let's jump on, let's just get this going. And and so last time you talked a lot about like you know, realizing that aftermarket strap straps just weren't cutting it for you. So, like, like where did you decide to start a watch strap company? Like, how did you decide to start it? And and yeah, how did you get the courage to do so? Because there was a lot of competition.

SPEAKER_00 3:48

For sure, yeah. And there's actually been a lot more competition in the last couple of years that I've seen. But basically, I've always loved watches, always been an enthusiast. And then I had a digital marketing agency for a while and was building websites and managing ads and kind of just threw the website together one night, kind of as a little passion project. And really, it was a hobby for the first year, year and a half, and then it started to really pick up and had requests. I just had 20 and 20 millimeter straps in stock, maybe like six colors. And then a lot of people are asking for 19s and 21s and 18s. And I was like, okay, wait a minute, I gotta like really focus here on the inventory and truly just we've always been kind of you know an enthusiast community-driven brand first, and that's kind of what I am. And so whenever anyone has requests, we just try to make it happen. And so that's really how it started. And people start bringing me ideas, and I just try to bring it to life. And we're really kind of in that growth stage right now where we're offering new straps, new styles pretty much every month. You know, we have a lot coming this year, actually, with just different stitching, some exotic leathers, all different sizes, trying to get down to 12 millimeter as well for some of the women and some of these vintage watches being that smaller lug width. But yeah, it's constantly evolving, constantly improving, dealing with different materials, but it's what I love, you know, and it's so fun to be around and it's a lot less expensive. I try to go into the actual making of time pieces, and that was just a different one. And then you start competing, obviously, with the kings, right? Rolex and Brightling and AP. And so I was like, you know what? I think the strap game is is is a little it's a little more fun, a little more fashionable. And like I said, I I like the OG watchmakers of the world, so the straps are a nice way to complement it.

Blake Rea 5:30

It doesn't sound as capital intensive either, like you know, like tens of thousands of dollars to have a prototype, but you're not sure if you if you have if it's gonna work or or land.

SPEAKER_00 5:40

You know what's really interesting though that people bring up is the the skew volume size, though, is dealing with different sizes, then with different color buckles, you know, quick release, curved end, straight lug on the back end as we're growing the product line, it gets it's probably not as capital intensive as making watches, but I think the the organization side is is something that definitely needs some focus, you know.

Blake Rea 6:04

Yeah, it probably does make it yeah, probably does make it a lot a lot more challenging on on the back end, the e-comm where you have to build out like a million freaking SKUs and then manage the skews and million million more product pictures. And something too

Materials Journey: FKM, Silicone, Leather

Blake Rea 6:20

that was curious is you know, you when we talked about the early days, like you you were looking for something that didn't exist, it seemed it seemed like when you started with, you know, like what was it that you were looking for that you just felt like you couldn't find in the market?

SPEAKER_00 6:36

Yeah, it really just I started styling and and at the time, I mean, even still, a lot of these competitors use like FKM and some stiffer rubbers. And I started with rubber straps, and I just didn't really like how they felt on my wrist. And then I noticed with the lighter colors, you know, like with white and stuff, it just wouldn't really stay that crisp white. So I probably the first three years was really jumping around from manufacturer to manufacture, trying to find kind of the right material I liked. And that's one thing that kind of we state and I stand by is kind of anything we offer is what I enjoy to wear myself. And you know, I some people have all requests, some people love the vulcanized rubber and the FKM. And we do have a few of those, and we plan on offering a different line as well. But I really kind of my main focus was getting a little more of a silicone blend, but then really working on how to keep it kind of dust free so it's safe on the skin, but it's also comfortable and flexible. And yeah, it took a while just to figure out kind of what I what I liked, but I just found these other straps seemed cheaper and were more expensive. And so the more I started to dive into it, and especially being a thuse an enthusiast at heart, just wanted to offer something that's affordable, fashionable, and and comfortable to wear, really.

Blake Rea 7:49

What was like the first place that you started? So was it was it silicone? Is that where you first started?

SPEAKER_00 7:55

Like, did you when you were getting your first straps in, like you know the first ones, the first ones were FKM, and I just didn't really like them. And then I started to play with a few others. Then I did go full silicone, but then they just collected a lot of lint and dust and stuff like that. And it took us a while to kind of find like a little bit of a blend, and then really on the finishing, so silicone can kind of hold the lent, but then when we work with like a spray finishing that keeps it very soft, but is a little bit better, and then honestly, it comes down to preference, but with the shine as well. So FKM kind of has like the black strap, for example, a little that shine to it where the silicone is a little bit more of that matte, and it just kind of comes to preference. You know, we have customers that prefer, you know, one or the other, but yes, definitely started with F FKM and then honestly very quickly moved into leathers just because I just think those are never going out of style, those are classic. A blue and a brown leather strap in 20 millimeter is just like, you know, that's gonna always be there. And so really started to focus more on the leathers, and then that's to me, I think a little more interesting in the you know, the padding, the stitching, how it tapers, even with just a leather strap, right? There's different styles. You can have, you know, different patinas. And to me, it was a little more interesting than just the rubber. I mean, I think rubber is great because it allows the versatility if you're working out or swimming, or you know, I live in Texas, right? So it gets pretty hot in the summer, and I don't really love leather in the summer, but I'm one of those types I mix it up all the time, honestly. You can you can see me in the same day, and I'll have you know three different watches on at different times.

Blake Rea 9:26

So that changed it up. Yeah, how many times do you find yourself changing out your strap every day? Is it just your watches that you're changing out?

SPEAKER_00 9:34

You're just like doing the strap strap changeups, or I maybe change straps you know once or twice a day, but I probably rotate between three-ish watches a day. And some people, when I say this out loud, they think it's crazy. But I just take them through an average scenario, and it's like if you wake up and you go work out, you're gonna wear a light rubber strap, you know, let's say like the Brightling Endurance Pro, carbon fiber, rubber, it's easy, you sweating it. Then if you get dressed and go to the office and you want to wear something a little bit nicer, I'll throw on the Cartier with a leather strap or something. And then if I'm going out to dinner at night, I'll you know put on a nicer watch or you know, with a different leather strap or something. And so to me, it's quite easy to change watches. And I also find that once you have a collection, I think true collectors know this, like you can't wear all your watches, right? So it's nice to be able to mix them up and it's kind of like a different vibe every time. Some are bigger, some are smaller, some are more comfortable, some are more flashy. So it's really just fun to switch up. I mean, I would think it's how women kind of do shoes or purses or makeup or something.

Blake Rea 10:35

It's like for guys, we got our watches, so yeah, it's it's very much a reflection of like my current mood, right? That I'm in. And and yeah, I do change up watches like multiple times a day, but I've been trying to like, and yeah, you're right. So like I find if I have the watches that like I have so many watches, I tend to not wear all of them. And so I'm trying to figure out like how I can like breathe new life into them because you know I find that I that I get a watch and then I'm like, oh, why don't I wear it? And then I I I do exactly what you give me the option to do, which is like, okay, cool, let me throw some different straps on, let me see like if I can bring it back to life, or I don't know. And then eventually, if it doesn't work, I ended up get get riding of it, getting rid of it.

SPEAKER_00 11:17

But yeah, when it comes to straps, I change your I change straps more probably when I'm traveling, right? Because I I don't like to travel with a bunch of watches. So if I take let's say one watch for a week, I'll definitely be bringing four or five different straps. Yeah, yeah.

Blake Rea 11:33

For sure. It's much cheaper to change your strap than it is to move your watch out and buy another one. So yeah. Something too that like really kind of I guess gravitated us together is you know, you're focused more on the enthusiast, like the the enthusiast customer, and you know, business is kind of like like secondary to like your enthusiast first approach, like so you know what does that mean to you and and your team? And like how do you kind of I guess like like juggle that that ethos, you know?

SPEAKER_00 12:07

Yeah, really it's it's customers first always, you know, we're here for the consumer, and that's kind of just how I started. So because you know, I'm an enthusiast at heart, and but even before the business, I was kind of on Instagram and I love photography as well. And so obviously I love taking nature shots and stuff like that, but obviously it's turned into watch shots. And so for me, when we were starting the company and obviously not putting a lot of money into it, not having a lot, it was really just connecting with the community. And I've kind of really kept that as our core DNA as we grow. And it's something that, you know, the more we scale, it's harder to keep up with that, but I definitely try to make it a priority, you know, just the amount of DMs

Fitment Nightmares And R&D Reality

SPEAKER_00 12:45

and comments to go through and customer service questions and stuff like that. I really try to keep a focus on the uh the enthusiast and the community. And they give us the best feedback, it's who's enjoying the straps. And it's just fun personally, you know what I mean? Everyone that's one thing I love about the community is everyone just always seems to be in a great mood sharing, you know, their passion, what they enjoy. And yeah, and I like it. It makes it a lot nicer in the sense that you know, other businesses, you know, competition can can kind of clash, but I really enjoy collaborating with different brands, you know, accessorizing the watches and just hearing what consumers want. You know, I think it's James, the timest IG, reached out a year ago and was like, I really want a gray 23 suede. And I was like, ah, it's an odd size and kind of a different one, but we made it happen. And honestly, it's it's you know, they've been moving not as fast as like the 20 millimeters, but if someone wants it out there, and I'm sure there's others that do as well. And so we just try to listen and make it happen and offer as much as we can.

Blake Rea 13:45

I actually have to text James because so like obviously we're recording this in in January, and our distributor who distributes our podcast, like essentially kind of does like a like a Spotify wrapped thing. Okay and Jane James, the timest, like had the most downloaded podcast of the year last year. So, like I don't know what it is when podcasters come together, like people listen. So, like I had to shoot them shoot them a DM and then kind of like let them know because I was like, man, that's freaking cool. And for sure, something that was crazy too is like I'm not really like a big analytical guy, like I know you're like really big on analytics and marketing, and just kind of like but like you know, I just post post the podcast and just hope they do well, you know. I'm not like oh I'm not gonna have that type of guest on again. Like, everybody's got different stories, and for the past year, you know, like last year we were in 70 countries, but now we're in almost a hundred countries. Yeah, it's crazy. It's crazy, just like the the reach, like yeah.

SPEAKER_00 14:53

I also find too, to be honest with you, in kind of like my personal life, there's not a lot of people that enjoy watches like I do, and so the community is also just you know a little bit of an outlet for me to enjoy the passion and talk about it. I mean, I I have to be conscious whenever I bring up watches around my family, I can just see their eyes roll, and I'm like, oh never mind. Like, could talk about it all day, you know.

Blake Rea 15:15

Yeah, like over the Christmas holiday, like New Year's holiday, you're talking about watch straps, and everybody's talking about like other shit.

SPEAKER_00 15:22

Yeah, yeah, exactly. I come downstairs with the green strap on, thinking people are gonna notice and care, and it goes over their heads, but I enjoy it.

Blake Rea 15:30

I was I was I was conflicted. So, like as I was I went back home to to North Carolina for uh for the holiday, I brought my wife and like you know, me and my wife have been back in a really long time, and I was trying to think like, all right, my my entire family is gonna be there. Like, what's a badass watch that like I have to wear? And like, yeah, I literally like my wife was doing all the packing, and like I was like literally just over there, like I mean, sounds like an asshole thing, but she was packing. You know, we we we we just brought one big roller for both of us, and so she was packing her side, I was packing mine. I literally was so hung up on which watch to bring, and so I didn't well.

SPEAKER_00 16:06

That's what's funny, actually, is like with my girlfriend, right? Is she'll take time, obviously, planning her outfit. I'll be ready in five minutes and then just be in the mirror changing watches, like which one, but it's a completely different look, it's a completely different vibe. Yeah, and other watch enthusiasts get it, you know. Oh, they all all do.

Blake Rea 16:24

Um super curious from transitioning from like a collector to like now running a strap company, like what's something that like you know you believed about straps as a collector that turned out to be like totally wrong once you started making them?

SPEAKER_00 16:42

It's it's a good question, actually.

Blake Rea 16:45

I think I asked that last time.

SPEAKER_00 16:47

Yeah, I don't think you did. The fitments actually are something that has been quite of a headache that I didn't necessarily anticipate getting into it. Like dealing with you know, AP and some of these, you know, Rolex, like like the Sky Dweller has a thicker case, and if you're off by like a millimeter, even half a millimeter, it just doesn't fit well, it doesn't work. And so I think I kind of underestimated the the amount of detail and the RD that goes into like getting the right fitment, and especially for you know, we're working on luxury time pieces where if it's not correct, I mean you're not even me, I wouldn't put you know a strap that has been fitting well on an expensive watch. And so for us, it's yeah, for me, it's really been the uh the RD that I kind of underestimated, to be honest with you. And then just dealing with the different materials and and the communication with suppliers as well, and there's so much that goes into it with you know shipping and then duties, and yeah, it is funny, you know, every day is different and there's always something to problem solve with, but yeah, more on the RD side for sure. And it's tough because it's my passion and it takes you know time to do that. But when you're running a business, there's so many things to focus on. But at the end of the day, you know, the product is the product, and so I definitely want to keep that of focus. And we're we're getting there, we're obviously releasing a lot, but when it comes to those specific fitments, that's a tough one, you know, and definitely want to start working with some Patek straps, some RM straps where all these models are slightly different, you know. So an integrated strap for Omega isn't gonna be the same integrated strap for other brands. And a lot of ambassadors they make it work, which is surprising, but they're obviously out there testing it. But like our Rolex strap ended up fitting, was it a Langines Legend Diver? It fit a Doxa, it fit uh a Monta. And I was like, I didn't even we didn't even test those, but it's nice. That's another reason, too, is having that community is they they kind of do that for you, and so I didn't even know some of those fit, but because we try to test fit every single strap on the

Community-First Philosophy In Practice

SPEAKER_00 18:50

watch before we offer it, obviously, right?

Blake Rea 18:53

Yeah, yeah, yeah. That's challenging, you know, because a lot of people as a consumer, like you're searching for you know, watch specific straps, you know, ones that are like custom tailored for that fit. And and yeah, I can imagine that being kind of challenging. And then I guess since the last time we talked, too, I could be wrong, but I think it was you just dropped your new Santo straps. That's like pretty new, like fresh off the press, right?

SPEAKER_00 19:20

Is that yeah, yeah, yeah. They're all uh genuine alligator, beautiful, really comfortable to wear, obviously easy to switch in and out of. So definitely love those. And then we have a lot coming, honestly, in about two weeks. So all different styles. I'll tease it a little bit, but different, different styles, new sizes, and a lot of new colors. So definitely looking forward to that as well.

Blake Rea 19:43

But yeah, dude, amazing. And then I'm assuming too, like, because it seems like that. So going back to the Cartier strap, that's a challenge, right? Because a lot of people have had issues with like making something that fits the proprietary Cartier system. So was that something that just was a super, super like challenging task that you guys had to create something that worked?

SPEAKER_00 20:08

It kind of is. And it's also it's one of those things that if it if it clicks, it clicks. If it doesn't, it doesn't. And I'm actually going to be kind of revising that even further. And I know like delux went on to kind of make their own. And I think we'll probably go that route as well, to where, yeah, just it's not anything close to different patents and stuff like that. That's another thing that I kind of realized actually getting into this space as well is kind of the IP that some competitors have and dealing with you know different overseas suppliers and stuff like that. A lot of the times, like I got offered, you know, a very similar Oyster Flex strap recently. And I was looking and I was like, the fins on the back of the Rolex Oyster Flex. I'm like, I think that may be patented. And I looked into it and it was. I'm like, but but if you don't know, like if you didn't know, I think you can kind of end up wasting a lot of money or going down a route that could be quite expensive. And so for us, it took a little bit of time, but I'm probably going to be revising that actually and making our own kind of patented quick release for not just the Santos, but for a lot of different other straps as well that could kind of be our own, you know, our signature. And because also at the same time, too, you know, I also know guys don't really have a lot of long nails, but you have to kind of really get in there and kind of push on that, on that quick release. I think Deluxe did a good job of having kind of that little like that button just slightly raised, helps it a little bit better. And so these are the kind of things that, yeah, have a lot of ideas, even working with different quick release for AP as well, because it's just a hassle, you know. And there's a few watches, and again, I've I've do it myself. And so that's how I know that it's it's quite frustrating when you got to get the tools and you got to do the whole thing. If you can make it quicker and faster, I mean, that's just that's just the name of the game, right? Time is money. So uh, and a lot of these, you know, executives we work with and stuff like that, they just want speed, right? They just want to change it quickly, they don't want to be fiddling with the tools. One guy I actually in our office was like, he's like, I'd rather buy a different watch than change the strap on an AP. And so when we hear these things, we try to try to take it to heart and work on it, you know.

Blake Rea 22:06

Would you say like the development was probably the hardest kind of gap to bridge, or would you say like sourcing, or even, you know, it sounds like you're kind of already into the business side and you have been from your marketing agency. Like, what's been the most challenging thing to kind of to kind of implement?

SPEAKER_00 22:22

The most challenging thing is probably the delegation. So obviously, when it was just kind of a hobby and just me, it was quite easy. And and when we would get a handful of orders, it was easy to just you know print the label, ship them out, those kinds of things. But now we're kind of gotten to a point where delegating different tasks is very difficult. And I think the expectations as well has changed. So we're still, you know, relatively small business. And but I I think to the outside, some people think we're quite big. So just dealing with the even the shipping with the carriers, sometimes, you know, packages just get lost or they get returned back to us, and you have upset customers. And and for us being customer first, I mean, it's really I kind of take it to heart actually. It in it it is tough. And so for me, I think it's dealing with all different facets of the business, trying to move forward evenly has been quite difficult. Keeping up with the content, the ambassadors, the RD, the shipping, the back-end fulfillment organization. And then now we have a showroom, right, with in-store walk-ins. So I'm finding like the day-to-day, you know, from nine to five, it's just packed working, you know, in the business. And I find that I only have time to work on the business around those hours. And so for me, it's probably been dealing with that growth and delegating appropriately and then manage managing myself, honestly, just making sure I'm getting enough sleep. And I would say this past Q4, I was getting pretty burnt out just because, like I said, I have to work, you know, to manage to go through financials and work on ads and go through DMs, that's all happening from you know, seven to midnight kind of thing. And then obviously got to get to the office early in the morning. So it's tough when you're doing it day in, day out, even on weekends, holidays. And I understand now when they say, like, to be an entrepreneur, you have to have a passion for it. Because if I didn't love watches, I think it would be quite difficult.

Blake Rea 24:08

Same. Same. I'm a dude, I'm a one-man band, and I'm trying to like you know keep up with like the blog and that, you know, the I'm starting we're doing YouTube now, like, and just trying to keep every podcast and just trying to figure out like how you can kind of juggle it all, you know, is always the best.

SPEAKER_00 24:27

I'm sure you have it, I'm sure you have it too, but then everyone

Pricing, Quality, And The Middle Path

SPEAKER_00 24:30

throws you ideas, which is great, but it's like, you know, I'm gonna be the one implementing that, and I gotta make time, but you know, you should do this, or you should come out with this, or you should do that. I'm like, those are all great ideas, but one at a time, you know.

Blake Rea 24:43

The most the most stressful thing for me is like, like, so like I have these conversations with watch brands, and I'm like, Oh, it'd be great to get like a press watch, I'd love to do a YouTube video about it. And then they're like, Yeah, cool, great. And then I'm thinking it's gonna be here in a couple days, and then they send it to me like a month later, and I've got and then like if I had that conversation with like 10 brands, next thing you know, I've got freaking like eight watches here that I need to film, and I'm like, Oh my god, like just and so like it's just overwhelming. And and yeah, like my my tape, my tabletop is not really set up the way that other filmmakers' tabletops are. Like, I have to build my cameras every time I shoot. Like, I have an arm here. I don't know. Well, maybe uh I need to go wide here. Yeah, so like you know, I have to build the camera, I have to you know, start doing the lighting, I have to pull the lights out to build the light. So I don't I don't really have like the space for like a dedicated like shooting studio. So like trying to overcome that, and then so when I build everything, I'm like, oh shit, I need to like just shoot a bunch of stuff. So and then it becomes editing, right? So like you know, right now I think for for this year, I'm gonna start trying to figure out how I can you know start delegating, outsourcing, you know, kind of like what you said, you know, having having people come on board that help me. And and yeah, like I don't even do any social media. I think I posted my first reel like a couple days ago, like because I just don't know, I'm not not I'm not into that, you know. Um yeah, but uh but curious too about the early days. So I think you have a partner, right? Is that did I understand that correctly, or is it just you?

SPEAKER_00 26:20

No, yeah, just me. I guess who you met at the show would have been Mitchell. So he's kind of our head of sales, so he's handling a lot of like the retailer relations, a little bit on the ambassador side as well. And actually, recently just found out he's a great photographer, so so he's the he's definitely helping on a few different angles, yeah. But he's kind of the head of sales, and yeah, I'm just the the sole founder.

Blake Rea 26:41

So oh okay, yeah, my bad for that. Yeah, what would you say are like the like the early, like maybe just one or two decisions early that you made in starting with that kind of like set you up that you feel like that for like long-term success?

SPEAKER_00 27:00

Honestly, I think the biggest thing, and that's what's hard to kind of keep up with now, was reaching out. So it probably wasn't a great business decision, but I kind of started as a hobby more than a business, and that's kind of why it worked, I think. But I probably I mean, let I think I ordered, you know, I got a few hundred tops in the beginning, probably sent at least half of those out for free just to people, just to kind of build content, get reviews. And I think that's kind of been the biggest thing because ever since then we've stayed in touch. I've kind of shipped them a few other straps and new straps we get. And I think in the beginning, when obviously I didn't have a lot of capital to really push on marketing and stuff like that, and was doing my main marketing business, that was a great way to just get started and get views and really get feedback without kind of hitting the gas from day one. And honestly, when I look back, I think that was a key moment in our growth. And obviously, everyone wants to grow as fast as they can, but in all reality, that year and a half of just kind of building the community is what really got us to kind of get the social engagement, get the followers, get a handful of reviews. And that was that was the big leg up, you know. So, but then by the time we did have a bigger product and started running ads, there was already kind of comments and traction there and reviews and stuff to really kind of help help the business grow with the conversion. But yeah, I would say that was the biggest thing was reaching out to the community in the beginning and you know, taking a few steps back to go, you know, a handful of steps forward and just giving out some free straps and just seeing how they liked them. And then I know some other well, I know some lights just went out here. I know some other strap companies as well kind of have contingencies. And so when I was reaching out to people, I was kind of shocked to hear, you know, do I have to post a certain amount of times per month? You know, what does it come with? I was like, this is just you know, do you like the strap? If you do, then then wear it, you know. But there's no it doesn't come with any contingencies here, you know. It's just we just hope you enjoy the strap. And if not, we would love to hear why and how we can improve it. And that's kind of always been how we handled the the social media outreach.

Blake Rea 29:04

That yeah, I mean, your your people that that deal with products like this every day are definitely gonna help you. Um it's free feedback, right? And they're just gonna help you get to the place that you want to get to, you know, probably maybe faster. But it really brings up the question, you know, a lot of people decide like to go up market or you know, to get more affordable solutions. So, you know, obviously as you continue to grow your business, you know, you know, scale scaling is super important, but you know, how do you protect like the product quality and like brand values while you're like creating, you know, while you're growing. And then like, is that is that the idea to like to try and make something more affordable, like to give better value, like, or to to increase the product quality and then go slightly upmarket? Because you you are kind of in that price segment where like you're not the most expensive, but you're you're not the cheapest, you know.

SPEAKER_00 30:08

But the quality is

Bespoke Options And Exotic Leathers

SPEAKER_00 30:10

yeah, and so it's quite interesting because if I was to like consult a young startup, I'd probably tell them to focus on one thing and do it very well. And and I would also say you either kind of go cheap to the masses or you are highly priced, you know, kind of to the few. And I've kind of done the opposite on both of those. I've been trying to get a vast product line at the same time. And then also, you know, our pricing, we kind of are in that middle of the road aspect. And what's weird though is I kind of fight with again who I am and what I would buy. And I'm someone that, you know, even over 250 a strap, 300 a strap starts to turn quite expensive, unless it's like a crazy exotic leather. But at the same time, too, I really don't want to put a $20, $30 strap on my watch, right? And so there's a lot of people I would say that are similar to me that have nice timepieces that, you know, but they also care about quality without getting kind of completely ripped off, you know. And so that's where I've it's it's been interesting when we reach out to some retailers and stuff like that, that they honestly just order just these bulk, very cheap straps for, you know, five, ten dollars and sell them for 15 kind of thing. And so they're not really interested in in paying more. But to me, it's kind of like putting a band-aid, it's just a quick fix. It's like it may look good for you know a few months or whatever, but eventually it's just gonna wear through and and not be great. And so for us, we're trying to always kind of stay around that hundred mark, you know, our NATOs are down to 45, but then we have some of the alligators up to 155. But as long as we can kind of hang around that hundred dollar mark, I think it kind of shows that it it is quality, it is some value, but it you can also get a few straps at a time without breaking the bank, you know. When it's three, four hundred dollars a strap and you want to get three colors, it's like it's kind of a big, big financial decision for just a few watch straps. So yeah, yeah, yeah. We try we're trying to stay in that realm. And then obviously, as we test more materials, more products, you know, we can eventually kind of tear ourselves up. But eventually, probably the end of this year, we plan on actually kind of dividing the brand a little bit into a luxury high-end and then kind of what we would call the core collection. And so, you know, dealing with some of the exotics, right? We're getting some stingray, some lizard skin, some really cool stuff like that that may be a little more on the higher end. And we just want to be transparent with that, you know what I mean? And so there might be a slight divide there between the different selection and then offshooting different lengths and then different materials as well. So, like our custom silicone or whatever might be slightly higher than than just the FKM or something like that, but we'll all be around kind of that same ballpark.

Blake Rea 32:48

Yeah, yeah. I mean, I'm assuming too, like, so I don't know if I told you, but like I lived in in Tbilisi, like Georgia, for like maybe like a year or so. And at the time, I had like two or three watches with me. And so I just got tired of wearing the same shit over and over. And of course, like buying an extra watch is not I was always worried about oh, like I bought this in Georgia, I bought this in Istanbul, like, what am I gonna have to like do when I come back? Like, how am I gonna have to pay, you know, customs and and all this junk, right? Like, I was just always super concerned about that. So I went to like my friend who's got a local a local watch shop, and he and he's just he's a specialized in pre-owned. But he I was like, hey dude, like I want some straps. Like, give me like seven, eight, ten straps. Like, I I want some nice stuff, you know. And he and what he had in store, like just wasn't wasn't what I wanted, right? It was like it was more like like quality, it was like cheap, it was cheaper, cheaper quality, but then he's like, hey, I got a guy that like like come with me. So we get in his car, we drive, and then first thing we do is we go to like like a materials spot where I there's just this warehouse and it was just material material, like like this leather, that leather. Like I literally spent an hour and a half just going through all their leathers, like their samples, like and it's just huge ass sheets, dude. And we were like picking this one up, picking that one, and then and then yeah, like once we picked out the leather, we ended up taking them to the guy that like made them, and then like three weeks later, like from the the lap the leather that I picked out, like I even made it, I made it for Panorai. So, like he even had like a Panorai stamp on the inside of it. Like, I was like, that's freaking cool. Like, it was literally like the exact branding, like the exact logo of Panorai. And and so, yeah, I guess you know, my question then becomes like, I know how overwhelming it is to kind of like to like figure out the materials side of it.

SPEAKER_00 34:53

So, like, you know, I'm assuming yeah, one thing we're releasing here pretty soon is we're working with a few bespoke people as well. That you I mean, it might take probably 10

Safety First: Chemical Transparency In Straps

SPEAKER_00 35:05

to 14 days, but if you wanted to basically make your own strap, you could. So you can pick the material, the stitching, even the length. You know, some people have XL wrists, some have really small, and so that'll be another thing that I think will be great to have the customization as just an option in the sense that every now and then someone's like, Can I get a a blue stingray with yellow stitching? It's like we can definitely make that for you, right? But we're not gonna stock hundreds of those. So yeah, we definitely want to offer that as well.

Blake Rea 35:34

Was that what is that what James got? Is that didn't he get it?

SPEAKER_00 35:37

No, no, he got he got the grace, he got the gray suede in a 23, which uh he wanted it specifically for his Cartier. So I haven't really seen I think it's Chopard has a 23 millimeter, but I haven't really come across a lot of those, but he's the one that kind of opened my eyes to it, and there's really honestly watches in all sizes, you know.

Blake Rea 35:56

Yeah, and so so yeah, you know, bespoke, but how are you gonna decide like what is gonna make the core collection? Like, how do you decide the materials? Like, how do you desire like decide if you're gonna use like you know, cat, like you know what I mean? Like the colors, like like like where like what what guides you in those decisions?

SPEAKER_00 36:18

Yeah, so the core collection is really gonna be based on kind of quality and then our cost as well and and the time pieces it's fitting, right? So the core collection is pretty much there. We're obviously gonna be continuing, you know, more styles, colors, sizes, but the the bespoke option and then kind of what we have planned for the FP Jorn, Richard Mill, Patek Philippe, those kind of really prestigious timepieces like over six figures, that's gonna be a whole different set of materials. And when you start dealing with genuine exotics as well, it also you know takes some different paperwork as well for importing, exporting. And so the ones that are gonna be kind of very kind of customized as far as fitment, and then the materials being another level up, that's probably where that divide will be. But for the main ones as well, I mean, we still fit obviously Rolex and AP and Cartier and stuff in the core collection also. But it's gonna be it's and it's not gonna be as big of a website. We're probably not even gonna really market it as much either. It's just gonna be kind of a separate wing to where when we get those requests, it's like if you go over here, you can kind of make your own strap and and see the select ones we have. Just because we also probably won't stock those in quantity as well. It'll be, you know, we'll definitely have a handful, but we'll be a little more unique. And we're finding though the customer is very different, also. So it's kind of two different customers in the sense of how they shop and what they're looking for. And a lot of those people with those one-off, very expensive timepieces, they kind of want something that other people don't have. And so we've gotten some really odd requests that I think would be really cool, but it's just something that we couldn't stock in the masses. It would be very hard to kind of move those and then at the price point as well, be very different towards almost more of a B2B model in the sense where a lot of these clientels will go into a retailer, ask for a specific strap, or buy a watch and want a specific strap, and they'll come out to us for to customize it. Where the straps kind of were that we're pushing in the core collection on WIS, those are just you know, the leathers, the rubbers, the the sailcloth, the NATOs, that really anybody you could put it on a citizen or a Seiko all the way up to you know Rolex's and more. So yeah, it'll be interesting, and we're still kind of planning it. We don't have a release date yet, but it will be coming this year for sure. Nice.

Blake Rea 38:33

Something too that like I mean, I didn't really realize this, and I think we talked about this in our last episode, or the last one that nobody heard, but you know, you you talked a lot about discovering kind of the chemical compounds in the like the rubber, I think, or the silicone or something. Um so you know, I think that you know, something when you if I I mean I don't want to take the words out of your mouth, but it seems like you were kind of at an alternative because you're like, I don't want that shit on my skin, you know, like that shit's crazy.

SPEAKER_00 39:08

Yeah, it was just this past year, actually. Yeah, it was just this past year, someone really close to me, you know, got cancer. And so I was kind of going through that journey with them, and that's when you start looking at everything, right? Like, what's in the water, what's in the food, what's in my shampoo. And then I was kind of thinking, I'm like, I don't really even know what's on. I think I saw it, I'm trying to remember what it was for, but it was like Whoop or Fitbit or something, one of one of those that you wear all the time, had something about the chemical makeup. And I was like, I wonder what's even in these wash traps. And so we reached out to the manufacturer, and basically, yeah, a lot of these rubbers you don't really know where they're coming from, and you're wearing them all day. You're sweating in them and wearing them. And so that's when I ended up going to our silicone blend that ended up getting FDA approved and everything. And they sent me the whole chemical breakdown and it tested for you know non toxic, hypoallergenic, and I can.

Design Details, Buckles, And Iteration

SPEAKER_00 40:00

See every single thing that's in it, which just makes me feel a lot better and also makes me feel better for what I'm selling, right? Because I don't want to be selling something that you know people are going to be wearing every day that could be harmful to them, you know, even if it's stuff most of the time, it's stuff we can't even see or notice, you know, with hormones or your skin irritation or something like that. And so it's just something that I definitely want to keep a focus on, just you know, being a good human being, I guess, you know. Yeah.

unknown 40:27

Yeah.

Blake Rea 40:27

Yeah, it brings the question out because you know, as somebody who wears these straps, it's something I've never really thought about, right? Like, what's in my watch strap? Like, is it safe? Because you just automatically assume the products that you're consuming are automatic, like automatically safe, but that's not the case, right? Like, so but in the sense of watch straps, like something that I immediately notice is like comfort, right? Like, you know, how does the how does the strap feel? So, like, did you ever feel like there was that that challenge to kind of balance like comfort and performance? Like, because I can like I can only imagine them being on two sides of the spectrum, right? Like, if you want something that's gonna last a long time, it's not gonna be very comfortable, or vice versa, right?

SPEAKER_00 41:12

I could be wrong, but well, that's what's that's what's kind of interesting, is when we went more to the silicone blend, it ended up kind of being both, actually. But the uh first batch that we ordered, and I still have a few, it actually is incredibly comfortable, but it's like so silky soft that you can almost like if you you know, if you're kind of like got clammy hands or something and you press on it, like on a black strap, you can kind of see your fingerprint, or it does kind of hold a little bit of dust. And that was one that it was like, oh, I I love wearing it for the comfortability, but I just don't quite love the look of it. And so we kind of had to make some iterations there, but ideally it kind of went down to both. I mean, I think you know, kind of that vulcanized rubber, that FKM, FKM can be a little thicker, but also I don't really love the comfortability of it and the look of it. So it kind of worked out well for us is the the safer route is the more comfortable and and durable route as well.

Blake Rea 42:05

What is something that as like you know, a business founder, I mean, like you know, maybe even designer, like what is something that that you notice, like that you obsess over that you feel like your customers aren't gonna notice?

SPEAKER_00 42:21

Probably comes with the details, and it's and it's quite difficult, but like the little things in the in the buckles, the way it looks, this next year, definitely want to start working on our own. I mean, we have our own designs and stuff, but we definitely want to make take it to another level. And so, like a quick example is is like on this Hublow strap. It is kind of cool how it's cut off at the ends, but I I think I would like to smooth it out actually and make it rounded so it isn't on the wrist. And I've noticed that you know, some people don't bring up those things or notice those things, but I just kind of want to constantly be improving and evolving. And I was even been looking at like our own custom buckles as well. There's a lot of like kind of standard buckle options, but I think there's ways just to make it cool or make it reflect on the light. I mean, one thing I've noticed, I know Hublow gets a lot of hate, but one thing I I like in their design is the way their buckle is brushed with a line of polished. And so when you're walking with your hand straight down, it catches the light really well. And I think that's quite thoughtful. That I don't know if anyone else notices that. And so there's things like those that I'd like to kind of improve on. And then to be honest, being in the community again, you know, people like yourself bring bring interesting little ideas. How about this different stitching? How about, you know, I think it was on our leathers, the the keeper had stitching on the keeper. But if you slide it up too much, it's kind of rubbing on your skin. And so that's one small little thing that I would say really no one noticed besides us. And I like to, yeah, I try to wear the straps for at least, you know, a month or two before even offering them just to see how they wear in, break down, what's comfortable, what's not comfortable. And so yeah, it's just it comes down to details, I guess. And we're still trying to improve, you know. We're we're still young and offering a lot, and it's one of those things you gotta see it as you go. So, like, for example, our first batch of uh sailcloth straps, the quick release case pin was just a little thin. It wasn't really an issue, but it was just a little thin. And so on the next one, we wanted to make it thicker. We went up to 1.8, which just allowed it to stay a little more firmer in there. And again, I think just those iterations and over time, eventually we'll get to the product that we are really proud of.

Blake Rea 44:26

So what would you say has been like the biggest kind of like design risk that you took that kind of like ended up like paying off?

SPEAKER_00 44:35

That's an interesting question, actually. Design risk.

Blake Rea 44:41

Well, you you talked in you know, when you and I had met, like you talked about like the Hublow like lines, right? Or like maybe yeah, you you wanted to get away get away from those, and I'm I don't like those at all. I don't really notice those.

SPEAKER_00 44:57

Yeah, yeah. So I mean there's little things like that that we've done, and it's kind of tough because Hublow by far is not like our top seller. I just did that because I personally wanted some straps for mine, but I'm trying to think, you know, yeah, that's a good question. I think we're kind of still on those stages, to be honest with you. Like one thing we're kind of working on is we're gonna be offering a lot of deployment buckles as well with our straps. So instead of ordering deployment straps different, we're making buckles that can kind of fit into both. And so, again, offering more options. And to be honest with you, may have to do another podcast answer that question. We're still kind of really in that phase and we're making a lot of them. And honestly, have so much in my head that I'm trying to pull on all the design iterations we did. But I I think on the buckles is gonna be the next very interesting one because I I love how Rolex has that micro adjustment in that oyster clasp, and we're actually gonna be working with Fitwell Buckles to offer that as well. But I think there's a way to kind of do a very similar thing with deployants, and it just takes testing and time, honestly. It really does, and dealing with it because we get some buckles in and maybe the buckle is great, but the the little spring is too flimsy, and so how can we make that stiffer? There's so many things I want to do, but it just obviously takes time and money, and I think you know, we'll slowly kind of get there.

Customer Service, Scams, And Trust

SPEAKER_00 46:20

But I can't think of one off the top of my head that was kind of a drastic, you know, a drastic change that kind of really exploded. I think we're still experiencing that.

Blake Rea 46:30

So yeah, if you if you could redesign one classic strap from the core collection, like which one would you think that it would be and why would you change it if possible? Or maybe not, maybe not at all.

SPEAKER_00 46:45

Yeah, no, I really I really am happy with with our products. I definitely love the leathers and just really want to offer more styles and and sizes. The gilded clibre, Ash, is actually doing something. So both my grandparents or one of my grandparents had Alzheimer's, and he's working with an Alzheimer's foundation. And so we actually produced a purple strap specifically. Again, this is one of those things specifically for him, but also I think it's cool to offer that variety. So right now we just released like a lilac suede that I think is pretty nice and actually quite unisexed as well, because it's kind of that soft, soft purple. And then we're gonna be coming out with a couple darker purples. But I I think I I love the quality, I love the line. I think it's just gonna be expanding it, and we'll kind of see. One thing that is interesting when it comes to details is actually how the strap tapers down, especially for those smaller lugwids, just because it's such a thin piece of leather, it's interesting on and people, you know, different preferences. But if you want it squared off, pointy, rounded, I'm someone that probably prefers it squared off or slightly rounded, but we found with these very smaller lugwidth straps, they kind of come a little bit pointy. And so that's something that we'll probably be wanting to fix in the line. But then the exotics, we have exotics on the way that I think will be very interesting because they're all handmade as well. So they're all slightly different. And so that's one that I'm just interested in seeing as far as you know, when we kind of produce on scale, kind of how different each one will be. But personally, as a collector, I think that's really cool. Kind of like the meteorite dials, how every one is just slightly different. So you're never wearing the same watch as someone else.

Blake Rea 48:18

Something that's weird to me, and you know, when I I get my custom straps or I get you know straps from third-party brands, like the aggressive taper, you know, it's like okay, I have I have a 24 millimeter strap for like my panorai or whatever, and it tapers to like a like a two millimeter, you know. I'm like, like what the hell's going on here? Like, um, and so like, you know, I mean, I guess as as a customer, like, you know, I think having the option, right, is something that we we we prefer, right? And so so yeah, I I uh just noticed.

SPEAKER_00 48:56

Well, I think that's actually an internal struggle that's interesting is you know, again, I've been I started and I'm still making straps that like I would like to enjoy and wear, but we find that there's a lot of requests that I haven't even thought of just because that's not really my style, but to other people it is, right? Different stitchings for vintage watches and again how it tapers the padding versus the flat or medium padding, just different some people love that rustic patina look, other people think it's a used strap, you know. So it's very just interesting. And uh, my whole goal is just offer as much as we can, just so anybody can find their style, you know.

Blake Rea 49:33

Yeah, you know, I'm curious too, because you know, we touched on it before, but I feel like we didn't give it enough, enough talking time. But, you know, you talked about being like community first, you know, like like how how can you be community first in like day-to-day decisions of like running like WIS, you know? Like how does that look like that?

SPEAKER_00 49:54

Well, a lot of it comes back to like truly, if I'm working on something and I see customer service comes in, I I drop it and answer it right away. Even if it's someone just wanting to know if their order is on the way or when it's shipped, really try to help another one too. Is I've heard competitors, which it was just shocking. I don't know, it kind of hurts me, but competitors will charge like restocking fees, you know, return labels. Like for us, if if you ordered the wrong size, even and it was you know their mistake, we'll send another one on the way. And we just again trust you, we'll send you a return label, but we're not gonna charge you for the return label, we're not gonna charge a restocking fee. And again, maybe we eat a little bit of that cost, but we just try to keep the customer happy. And then as far as day-to-day, you know, a lot of times just keeping up with the community in social media. And so the the ambassadors and the ones that follow me closely will probably realize I've gotten into this pattern at responding later in the evening. But that's just because that's kind of my window time where I can just respond to everybody, but just really trying to listen, you know, all the reviews we reply to them, all the comments, even like on our ads, we reply to them. And and then in our emails, we want to we're actually working on building a Facebook group as well to be even more community-driven in the sense of oh cool just different drops, what color is your favorite, what sizes you want to see. And I think we can have the community almost be a part of building the brand as well. But right now it's really just about listening to them, you know. Just yeah, I mean, that we're here, we're here for them, right? We wouldn't be here without them.

Blake Rea 51:16

So so like I never told you, I never I never even thought about this either, but like I went to this, I was trying to get a strap for my Hublow, and it was like the um the one-click system, right? Where you you just press a button, boom, it clicks in, clicks out. It's got the two little like like fork looking like things. And so, like, I ordered it, and then I don't know if I told you, but this there's so many terrible strap companies out there, and I feel like I want to blast them, but I'm not that guy, so I'm not gonna say who they are, but I can share like one of them that came in was literally just dropshipped straight from AliExpress, like Alibaba, whatever. You know, I I I literally was like working on this whole like investigative piece where like the company marketed themselves as like a Swiss luxury strap company, and then you know, there they are making their

Roadmap: Dual Lines, Stores, And Tech

Blake Rea 52:10

products in China, da da da, like customer service terrible. Then, like, I like reverse searched, and apparently what they've been doing is they've just been popping up these different watch strap companies when you know, when when when terrible feedback just wraps up, they just close doors and rebrand, you know, and they've just been doing this for three to four years. So, like it used to be this company and now it's that company, and then eventually, like most people don't know this, but I work in I work in cyber cybersecurity, like digital forensics. So, you know, I was like, all right, let me open up, you know, let me see what I can find on this person. Yeah, so then I literally, and that's not not sound weird, but I literally found the owner and I found his address, where he lived, his phone number. Like, I got I got his whole family's like phone numbers, and because they were refusing to refund. I was like, Look, dude, you fucking just drop ship this from China, like that's not what you advertise. Like, I'll ship you the strap back, you give me the money, like, we'll be cool, we'll be cool. That'll be it, like it'll be done. Like, can continue doing what what you want to do, but you're not gonna screw me over, you know? Because I I mean again, it's it becomes challenging because I want to save people from from brands like that, but like, you know, how do I interesting too?

SPEAKER_00 53:22

Because recently we've been reaching obviously a lot of people now that we've been growing, and it's quite frustrating, and I take it to heart. But yeah, there's been somebody kind of maliciously going around just leaving false reviews. Luckily, Google's been really good at taking those down, you know, just saying, hey, it arrived in a temu packaging. It's like, if anyone's ordered from us, they know it arrives in Wisp packaging, you know, we have our brand stamp on every mold we do, and so that's my point is like I just try to be consistent with the community, and I think those kind of fake comments and haters will fluff out. But yeah, I've just I noticed that with my digital marketing agency and a lot of digital marketing agencies out there just like to have bad reputations and how they charge and all that kind of stuff. And that's kind of why I kind of want to get away from it. And I've noticed I just love to watch community, and I'm finding now a lot of these strapped companies popping up and just yeah, they're trying to make a quick buck, they just don't have the best kind of customer service. They're not they just don't strike me as true kind of collectors themselves, and so that's just one way I just believe that if I stick with who I am, you know, eventually it'll hang around. But it's been it's been tough. I've I'm entering that, you know, I've been trying to grow this business for everybody, and now I'm finding like, okay, there's uh there's some competitors out there trying to just leave false reviews, which is frustrating.

Blake Rea 54:40

Yeah, yeah. Another interesting experience that I have with another strap company is so I was ordering a strap for the same one. It seems like it's just the Hublos, right? Hublow ones that cause me problems, but I I wanted like the the hook and loop. Like you have you seen the hook and loop where it's just like a piece of velcro and it it's like and then it like wraps thin and it closes like you see them on a lot of the Richard Mills where it's got just like a little keeper that just it it folds around and zips and Velcro's back. So I I ordered one of those and I went to this website and I was like, oh cool, like you know, they've got it, it's like 95 bucks for like a hook and loop. It fits my fits my my Hublow. It's got like the quick release system, like boom, checks all the boxes. So I ordered it, and then the guy I ended up finding because like I, you know, I'm not one of those guys that I don't need custom, like so. I what I thought was you know in stock, right? And so the guy ends up texting me saying, Hey, cool, like we got your order, like it's gonna be three weeks for us to to ship it out. I'm like, okay, like whatever, right? So when it arrives, like you know, of course, like the this is made to order, so I'd like to measure my wrist, right? And then when it comes in, the strap's too small, and I'm like, dude, like you guys, you know, made it wrong, whatever. And he's like, Oh, bro, like your problem, you know, and I'm like, dude, I paid you like 95 bucks for like a custom strap. Like, I get that's not the end of the world, but like, like this doesn't work for me, you know. Like, like I expect it to at least at least fit, like at least fit my wrist, you know. Like, if it's a piece of shit, that's fine. But like, you know, it doesn't even fit.

SPEAKER_00 56:12

And what's kind of shocking is obviously because you're wearing our strap that you must have an average size wrist.

Blake Rea 56:17

Uh I do. I'm under I'm under seven inches, you know. Like, so but but anyways, this dude fucking tried to like throw it back on me. Like it was my problem that I mismet. I'm like, dude, I literally have been sizing my own bracelets for like five years. I've done, you know, maybe 50 or 60 custom strap orders in the past. Like, like I every single time it's been right. You're the only one to get it wrong. And then long story short, like, you know, I ended up like having to fight to get my money back for and you know, and it was a company, they were overseas, like, you know, they're I think they were in Vietnam or something. And then, you know, when I said like, like, how can you even like you know, like why like how can you even like claim to be like because they had this huge like FAQ page, right? And every time I'd I'd ask him a question, he'd just be like, Look at the FAQ page. Look at the FAQ page, look at the and then I mean in the end of it, like just the I don't know what it is, but like he just the the they don't have that same like business sense of like dealing with the American customer, right? Like, like, and then you know, his default answer was like you know, he he at one point he had even paid copied a screenshot of his like sales on his website, you know, and showed me like how much money he was making, and he sent it to me. He's like, bro, he's like, bro, do you really think I have time to like deal with your cut your order? It's like yeah, you yeah, what no, like maybe maybe just close the doors.

SPEAKER_00 57:44

Like, if you don't want to deal with one customer, like imagine dealing, like, you know, and I'm just also kind of sad because it's like that's your hard-earned money as well. So it's like you know, actually, really quick, what what what Hublo was that? What Hublow model was that for?

Blake Rea 57:58

It was the Big Bang Unico with the snap one-click system. Interesting. Do you like do you like Velcro straps? I dude, I love hook and loop. That's like like my like my favorite type of strap. Yeah, okay. That's interesting.

SPEAKER_00 58:15

We're looking at making a couple, so I was just kind of curious on make them, yeah.

Blake Rea 58:19

Um but no, expect especially for like the you know, like when you think about a watch, right? Like, you know, some of the they're they're I don't know if it's the way they're designed, but think about like AP, think about Paneraye, like I mean, think about you know, some Hublos, like they're heavier watches, right? So like you know, you want something that feels that's first of all gonna be lighter. I know it's not gonna be dramatically lighter, but something that gives you that security that like you know it just is a quick release case pins, yeah. Yeah, so it was no, it had the the one-click system. Oh, the little, yeah, I know what you're talking about. Yeah, like it looks like two little like yeah things.

SPEAKER_00 59:04

Yeah, let me see. It's like this, right? Like this.

Blake Rea 59:10

Yep, exactly that. Okay, and then the the the buckle on one side, you know, where the velcro goes through and then wraps around. And same thing, right? So I don't I don't know what it is, but I got I got one from Hublow as well, and I paid like like 800 frickin' dollars for that thing, right? And then when it came in, it it did it didn't it didn't fit my wrist. And like, you know, Hublow has these weird sizes that they advertise are like, oh, for the the standard size, go for this, and for the the large size, go and the same thing, it didn't fit for some reason, you know, because you know when the when it makes contact with the Velcro, like you want it to to like literally like make full contact with the Velcro. Because if it if it only like sticks to half the Velcro, like you don't get the same security, so like The the Vietnam guy was right by literally like making me measure my wrist, but for whatever reason, like he decided to not make it the right size. But I love those things and they're so good.

SPEAKER_00 1:00:11

I started to see them more, honestly.

Blake Rea 1:00:13

Yeah. They're on they're on the come up, man. They're on the come up. So so yeah, yeah. Getting ready to start your community, you know, you have a new product roadmap. You know, in 10 five to 10 years, like what do you think, where do you think you're gonna be? And like how, you know, what's your five to 10 year roadmap?

SPEAKER_00 1:00:34

You know, like yeah, so obviously it's a long kind of road and journey to get there, and we gotta, you know, hit certain certain hurdles to get there. But ideally, in five to ten years, definitely see us having two completely different lines. One would be obviously more mass market that we that we advertise and market to everyone, more be other one would be very like high-end bespoke. Those two things, then opening up a lot more stores. I think watch straps are one

Closing Thoughts And Listener Offer

SPEAKER_00 1:01:00

of those products that people do want to see in person and feel them, you know. Yeah, just have somewhere to go. Feel it, try it on, see how it looks. A lot of people come in for a brown strap, and I show them a blue one, and they're like, wow, it looks so much better. And so opening more stores and then have a lot of innovative ideas actually with like implementing technology and without going too far into it, just very yeah, a little different business from selling products, but more in the fintech space, I think would be very interesting. And so that's kind of like my big end goal. But ideally, it's to grow the product line to where I feel comfortable with it, which I don't know, it may never be there, right? You can always improve, but as long as we can fit like every size out there, you know, 10 to 26 millimeter at least, offering quick release, different lengths, different materials, and then having the full custom side, I'd be really happy with that. And then growing the community and whatever ideas anyone else brings to me, I'll try to make happen. So we'll see. This year is going to be a big one for sure. As we're in the new office, we definitely need to bring a couple more people on the team, which will be interesting even for me, just diving in more of like sort of an enthusiast, more of like an actual leader and delegating and making sure we can handle the scale, right? Having, you know, that's the only thing that I kind of worry about is passing off. And I don't know if I ever will pass off kind of the social media community side of it, just because people have gotten to know me, it's my voice. I like to hear the direct feedback. It is time consuming, but it's also the path I chose. So we'll see. But this year should be a big one with a lot of a lot of new stuff on the way, so we're excited. Amazing.

Blake Rea 1:02:35

Yeah, I want to thank you again for coming on doing round two. You know, for everybody that started the podcast that made it this far, you know, of course, we're gonna say it again. James has been kind enough to to give our listeners 20% off of your order. Just use the promo code lonely wrist at checkout. You know, I I'm not a huge person here, like I have always kind of maintained a neutrality in the sense like I'm a storyteller, you know, I'm not here to sell products, but it's always cool when you have, you know, an opportunity to I have an opportunity to enjoy something that you've made, right? Or something that that you represent. And and yeah, I've been thoroughly impressed with at least the the red strap that I've been wearing, and I haven't popped the alligator on, you know, I need to run that next. And then I can't wait now that you've talked a lot about the chemical aspect of it, throwing it on my Hublow, because you seem pretty interested to see what I felt about that one before we started recording. You're like, bro, how's the Hublo strap? And I'm like, Oh shit, I haven't even tried it.

SPEAKER_00 1:03:45

So it just makes it way more comfortable. I just I don't know. I love it. It's and they are quite easy to change, it's just really comfortable. Even just popping this change of size, just pops pops in or pops right out. It's so nice. But yeah, I appreciate having me on, Blake. You know, I really, you know, even running it back a second time. I know it's not easy, but I appreciate it. And for anyone listening as well, if if you have any ideas or feedback or would love to see something, just let us know and we'll make it. We love hearing the feedback.

Blake Rea 1:04:11

So that's yeah, that's something that's cool. Like, there are watch strap companies out there that like I'm like, dude, just stick to watch straps, like you're doing too much, you know, like chill out. Like, and and yeah, I mean, before we started recorded, like, you know, I gave my two cents, you know, and it's I can't wait to see how you kind of you know further interpret the product, you know, obviously, uh just small things, you know. Yep, like I need to I need to know what size this is, the buckle. Like, I need to know what buckle size that is because that's gonna be adding helping determine what what what straps I bring, and that you know, again, full transparency that it was it was really small stuff like that, but but yeah, no, again, it's it's much easier to have you. I I'm glad you agree that it's easier to to have you come on again than to to re-edit because we had a lot of internet issues, and uh we the we lost the internet like maybe like five or six times when we were recording the last one, and uh yeah, I was gonna say the uh iPhone hotspot's been working so far, so dude. For the win. Yeah, all right, everybody. Again, thank you so much, James. We are gonna leave you know a link to watch innovation straps down below in the description. I'm also gonna leave, you know, obviously, if you know how to type in lonely wrist, I'm also gonna leave the link to the promo code. Thank you for generating a coupon for our listeners. That's that's amazing. 20% off, like I said. But but yeah, yeah, and in a few years, we're definitely gonna have to have you come back on and make sure we can kind of measure those five year and ten year goals. I can't wait to see some of the new stuff that you have around the corner. And and yeah, I'm happy to contribute however I can and even to the community or whatever that you start to start to build.

SPEAKER_00 1:05:58

So definitely yeah, and if you're jumping to any uh watch shows recently, let us know. We might be there. So could see you.

Blake Rea 1:06:04

Yeah, I think we're I think I'm doing I'm I'm working right now on probably like Watches and Wonders. Okay, the one in Dallas?

SPEAKER_00 1:06:12

No, the one in Switzerland. Oh, the one in Switzerland, okay. Oh no, Wound and sorry, there's one, there's one coming to Dallas here pretty soon. I'll double check, but we're not gonna do that one.

Blake Rea 1:06:21

So so no, no, I I I try to do like the shows that I get invited to, you know, like in the case of like I got invited to the Austin show, so like I I can't keep up with all these shows, you know, like myself. Like I have I have a life, I have a family, I've got you know, a lot of a lot of home obligations, you know. So so yeah, I can't travel as much, you know. So I really just need to, and that's what I was talking to my wife about this year. Like, I can't travel as much this year as I did last year because like I really just need to focus on on, you know, like like helping out around the house and and being here and taking care of the family. And so yeah, yeah, you know, I I need to make sure like I do as much damage as I can when I can. So like I think I'll do Watches and Wonders. I might do like wind up San Francisco, like I I've been doing that every single year, and it's really easy for me to go up there. And my wife, my wife loves to kind of like tag along.

SPEAKER_00 1:07:21

And so yeah, because that's not too far, that's not too far from you're in Vegas, yeah.

Blake Rea 1:07:26

Yeah, yeah. It's like an hour and 10 minutes or something to fly up there. It's really easy. And then even the stuff in LA. So like if it's in LA, if it's in San Francisco, like it there's a higher like liability or higher probability that I will do it. But when it comes to like flying to like Texas, or I mean, that wasn't that wasn't terribly terribly difficult to come to Austin, but you know, like even stuff that I've been doing in New York, like it's just it's just too much. It's too much. Yeah, no, I agree.

SPEAKER_00 1:07:53

But well, if you popped any, let us know. We'll uh try and make a few.

Blake Rea 1:07:57

So yeah, yeah, for sure. All right, James. Well, we will talk soon. And everybody, thank you so much for hanging in there, and we will see you on the next one. Awesome. Thank you for having me. Appreciate it.