It was not that many years ago, in 2018, when husband and wife duo Kenneth Kuan and Chia Pei Qi properly conceived the brand name Delugs. What began as and was very much a passion project from the bedroom grew manifold over the years and has since evolved into its latest incarnation as a shiny beacon of growth — the Delugs Flagship Boutique.
Delugs’ business model was straightforward in theory: to be a one-stop solution for watch straps and promote the strap-changing lifestyle as an everyday act of self-expression and versatility. On the contrary, it was more complex thanks to their passion for watches, community building and an appetite for ambition as they branched out from traditional handmade leather options to offer innovative and tailor-made offerings.
Delugs’ growth trajectory has been anything but an overnight success. Hours were poured into prototyping (designing the Strap Closet racks) and building the brand’s name globally (pop-up booths at international watch fairs). Many would have remembered the infamous Richemont letter from December 2022, but there are highs to celebrate, such as personally gifting Ed Sheeran a set of watch straps on 16 February 2024 during his + – = ÷ x (Mathematics) tour concert in Singapore. Ed Sheeran recently graced the TIME Magazine cover wearing a Patek Philippe, reportedly paired with a pair of Delugs’ CTS rubber straps.
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With a portfolio that has swelled to more than 470 products (excluding strap widths and lengths) and slightly more than 43,000 straps sold in 2024 alone, the signs for a dedicated venue separate from their Ubi office were clear enough. Whether you are a frequent Delugs’ Ubi office goer or are hearing about the brand for the first time, here are reasons to visit (and pin) the new Delugs Flagship Boutique.
Pick Out A Strap For Just About Any Watch
Located in the grand dame Raffles Hotel, the dedicated space fulfils Delugs’ ambitions to be a one-stop solution for everything watch strap-related. Established as a one-of-its-kind and quite possibly the only strap-dedicated boutique in the world, there are options aplenty whether it is for an Apple Watch or MoonSwatch, a Rolex or Patek Philippe, or any brand in between. Ed Sheeran’s rubber strap or Delugs’ fixed fabric straps present themselves as viable alternatives to handcrafted leather straps. The Strap Wall displays the full breadth of Delugs’ offerings but if you prefer a pair of personalised leather straps, realise your dream strap down to its stitch colours at the Bespoke Corner.
Where Community Comes Alive
Community building remains one of the brand’s key focuses, and the space presents itself as a haven to encourage conversations and build relationships with and amongst watch owners regardless of one’s watch-buying profile. With an open and airy concept and interior that feels homely rather than intimidating, guests can explore and discover at their own pace. The fully convertible space was also configured for watch brands, especially independent or microbrands, to host private events to engage the watch community. Take the upcoming Alternative Horological Alliance (AHA) event as an example where the guys from Ming, Fleming, J.N. Shapiro, Fears, and Massena LAB will present their watches.
Nail That Wrist Shot
For all watch nerds out there, we know what it feels like to nail that perfect wrist shot. Light plays a crucial role, and the team knows a thing or two about it. Beyond that, colour accuracy is the more critical aspect when picking coloured straps. As such, the Skylight was conceived as part of the boutique interior to provide optimum lighting conditions that are not too harsh, overly warm or cool. Matching strap colours (and nailing the perfect wrist shot) just got even better.
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