Singapore-based watch strap brand Delugs has opened its first international boutique in Hong Kong.

Founded in 2018 by husband-and-wife team Kenneth Kuan and Chia Pei Qi, Delugs began as an online retailer specialising in premium watch straps.

The co-founders said Hong Kong was a natural choice for an overseas debut due to its strong community of watch collectors and active secondary watch market.

“Hong Kong was never a question of whether, only when,” they said. “This is the city that believed in Delugs before we had any presence here, and it is only right that it becomes our first international home.”

Located in Central Building, within Hong Kong’s luxury watch retail district near Landmark and Prince’s Building, the 740 sqft boutique offers ready-stock straps dnd bespoke services, alongside a curated selection of watches from independent and microbrands.

The store features the brand’s ‘Strap Wall’, displaying more than 500 straps in leather, rubber, and fabric, including integrated designs for timepieces from brands such as Rolex and Cartier.

Customers can also access bespoke strap consultations, on-site strap installation, quick-release conversions, and strap hole punching.

Beyond straps, the boutique includes a dedicated space showcasing watches from independent and microbrands, many of which have previously been available only online.

Delugs said it also plans to use the space as a community hub, hosting events and giving emerging watch brands an opportunity to connect with collectors, building on the model established at its Singapore flagship.

“The boutique at Central Building is the first step in something much bigger,” added the co-founders.

“We will be bringing the strap boutique experience to every city where watch lovers are.”

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