Hooked On Straps was founded in the Philippines by Ron and Char, a couple with a shared passion for horology. According to the company, the business originated from a desire to introduce more varied and interesting strap options to the local watch community.[1] Rather than positioning itself solely as a conventional accessories retailer, the brand developed around the concept that changing a strap can significantly alter a watch’s character and wearing experience. The founders’ engagement with the wider watch community has influenced the company’s selection of colours, materials, designs, and styles.

The brand’s online store transacts in Philippine pesos and provides nationwide shipping. While third-party directories record the domain registration in April 2024, this date reflects the digital storefront’s establishment rather than necessarily marking the company’s founding.[2]

Hooked On Straps operates as an e-commerce-focused watch-accessories business. Its principal products are replacement watch straps, though the catalogue also includes spring bars, clasps, watch tools, and other accessories for modification and maintenance.[1] The company’s positioning appeals particularly to enthusiasts of mechanical, automatic, quartz, and affordable enthusiast watches who wish to customise their timepieces without purchasing new ones.

A notable aspect of the company’s approach is its emphasis on wrist-size compatibility. For example, Regular Ribbed NATO straps are advertised for wrists ranging from approximately 4.5 to 9 inches, reflecting a stated goal of accessibility across different sizes.[1] The official store advertises a ₱100 flat-rate nationwide shipping fee and works with local couriers to serve customers throughout the archipelago.[1]

The Hooked On Straps catalogue is organised into several distinct categories:

• NATO straps: Includes Regular Ribbed NATO and Mega NATO designs.
• Adjustable single-pass NATO straps: Designed to sit closer to the wrist while allowing adjustment.
• Elastic NATO / Paratrooper straps: Emphasises flexibility and a slimmer wearing profile.
• Sailcloth Performance straps: Waterproof straps intended for active and demanding use.
• Leather straps: Includes the Super Taper Leather range.
• Mission Series straps: Designed for specific watch models, including the Omega × Swatch MoonSwatch.
• Watch tools and accessories: Includes spring bars, clasps, screwdrivers, and related equipment.[1]

Straps are categorised by common lug widths, including 18 mm, 19 mm, 20 mm, 21 mm, 22 mm, and 24 mm, enabling customers to select based on their specific watch specifications.[1]

Signature collections

Regular Ribbed NATO

The Regular Ribbed NATO collection is one of the brand’s most recognisable lines, featuring ribbed nylon in a double-pass configuration. The vertical ribbing is described as contributing to a rugged aesthetic.[1] The collection uses a naming system that assigns distinct identities to individual straps, such as Beetle (black), Tarantula (gray), Mantis (green), Cricket (khaki), Ocean (blue), Merlot (maroon), and Monarch (orange). These straps are approximately 1.2 mm thick and 280 mm long, with stainless-steel hardware.[1]

Mega NATO

The Mega NATO collection utilises a wider, seatbelt-style material and is offered in designs including Tuxedo, Bond, Skyfall, and Royale. Availability varies by design across 20 mm, 21 mm, 22 mm, and 24 mm lug widths.[1] The naming conventions reflect visual traditions associated with military, aviation, diving, and James Bond-inspired straps.

Sailcloth Performance

Positioned as a technical alternative to standard nylon straps, the Sailcloth Performance collection includes models named Manta, Barracuda, Bluefin, Serpent, and Angler.[1] Specifications indicate the use of sailcloth/PVC rubber, integrated quick-release spring bars, and waterproof construction. The length configuration is 120/75 mm, suitable for wrists approximately 5.5–8.5 inches in circumference.[1]

Super Taper Leather

This line serves as the brand’s traditional, dress-oriented alternative to nylon and performance options, utilising premium Cordovan leather according to the company catalogue.[1]

Mission Series

The Mission Series targets watches with specific case and lug configurations. Notably, these straps feature custom curved ends designed specifically for the Omega × Swatch MoonSwatch, illustrating a strategy of designing around specific use cases rather than treating straps as purely generic accessories.[1]

The design philosophy of Hooked On Straps combines functionality, customisation, and adventure-oriented aesthetics.[1] Inspiration is drawn from the watch community and the belief that a strap can transform a timepiece’s appearance. Consequently, the catalogue ranges from conservative black and gray options to vibrant colours like teal, orange, yellow, blue, maroon, and green.[1]

Comfort and practicality are central to product development. Features vary by collection but frequently include adjustable sizing, quick-release spring bars, waterproof construction, flexible materials, and stainless-steel hardware.[1] Product names such as Manta, Barracuda, Bluefin, Serpent, Angler, Beetle, Mantis, and Monarch reinforce an outdoors-oriented identity centred on exploration and individuality.[2]

Hooked On Straps primarily targets watch enthusiasts, collectors, owners of Seiko and MoonSwatch models, and individuals interested in customisation or requiring unusual lug widths.[1] The company explicitly serves both experienced collectors and newcomers to the hobby.

Within the Philippine watch community, Hooked On Straps functions as a specialist accessory brand focusing on aftermarket customisation—an area often overlooked by traditional retailers. This specialisation allows customers to modify the look, comfort, and function of existing watches. Beyond retail, the brand presents itself as part of the enthusiast community, providing educational content on strap installation and care tailored to the Philippine climate, where heat, humidity, and rain significantly affect strap longevity.[1]

The brand occupies an accessible enthusiast and aftermarket segment rather than the luxury tier. At the time of reference, pricing was listed as follows:

• Regular Ribbed NATO straps: Approximately ₱550
• Adjustable Single Pass NATO straps: Approximately ₱650
• Sailcloth Performance and Mega NATO models: Approximately ₱850

Accessories such as spring bars and deployant clasps are sold separately. Prices and availability are subject to change.[1]

1. Bringing Quality Watch Straps to the Philippines | Hooked on Straps – Hooked On Straps
2. Hooked on Straps | Watch Straps, Leather Bands, Replacement Tools | Shopify Store Listing | hookedonstraps.com