2026 Q2 in Review: The Strap We Didn’t Expect to Become No.1 (And Why It Makes Perfect Sense)
Every quarter, we take a moment to look back at the straps our customers have chosen, worn, and returned to most often.
In the first quarter of 2026, several familiar favorites led the way. But during Q2, one collection quietly moved ahead of them all.
It wasn’t Togo.
It wasn’t Swift.
It wasn’t Barenia.
It was Suede.
A Quiet Collection That Became Our No.1
When we first introduced the Suede Collection, we weren’t trying to create a statement strap.
The idea was much simpler: to offer a material that felt soft, understated, and comfortable enough for everyday wear.
Suede has a distinctly relaxed character. Its matte surface softens the appearance of a watch, while its subtle texture adds warmth without becoming visually distracting.
Perhaps that balance is exactly why it became our best-selling strap collection of the quarter.
Why Collectors Are Choosing Suede
A suede strap changes the mood of a watch without changing its identity.
On a vintage watch, it can make the pairing feel more natural and lived-in. On a modern watch, it can soften sharp lines and create a more relaxed appearance. Even familiar watches can feel noticeably different when paired with its muted texture.
Unlike highly polished or strongly grained leather, suede does not demand attention. It allows the dial, case shape, and proportions of the watch to remain at the centre of the pairing.
At the same time, it brings enough texture and depth to prevent the combination from feeling plain.
From Classic Black to Softer Colours
Over the past few months, we have seen customers choose suede for a wide range of watches—from understated dress watches to modern sports models.
Darker shades such as Noir and Navy create a clean, versatile pairing, while softer colours such as Slate and Blue Jean introduce a more casual and individual character.
The material responds differently depending on the watch beside it. That versatility has been one of the most interesting parts of seeing the collection grow.
Looking through the wrist shots shared with us this quarter, we loved seeing how the same material could feel refined on one watch, vintage on another, and quietly contemporary on the next.
Comfort Made for Everyday Wear
Appearance is only part of the reason suede has become so popular.
Its soft surface feels comfortable from the first wear, without requiring a long break-in period. Paired with our Zermatt leather lining, each strap is designed to remain smooth against the wrist while maintaining a refined profile.
The result is a strap that feels easy to wear—not only for special occasions, but throughout the day.
