Historical sources differ slightly regarding the founding date. VC4A states the business began in 2014,[3] whereas a 2022 history article by Hunter Tradition describes the brand as having been founded in 2016. The Philippine trademark record shows the HUNTER TRADITION application was filed on October 12, 2016.[2][3]

Hunter Tradition originated from a practical need: founder Carlo Villamin was searching for a replacement watch strap. Rather than accepting available off-the-shelf options, he explored creating a strap tailored to his own preferences. According to the company, this initial personal project attracted attention due to its rugged and distinctive design, eventually developing into a commercial venture.[1]

The business initially operated through bazaars, where Carlo Villamin, his wife Melanie Villamin, and their team produced customized leather straps. As demand grew, the company expanded into mall locations and later established online services.[1] An independent profile by VC4A describes Hunter Tradition as a homegrown Philippine business created in response to a lack of customizable watch straps in the local market, building its identity around premium genuine leather and personalization.[3]

By 2017, Hunter Tradition had expanded into mall retail. Esquire Philippines reported on the opening of its Venice Piazza location, describing the company as a homegrown business producing personalized straps for watches ranging from Rolex to Apple Watch.[4]

Carlo Villamin

Carlo Villamin is the founder of Hunter Tradition and the entrepreneur credited with developing the brand’s concept. His background as a watch enthusiast was central to the company’s original vision; rather than treating the strap merely as a replacement component, Hunter Tradition developed the idea of the strap as an integral part of the watch’s identity and the owner’s personal style.[1] The IPOPHL trademark gazette identifies Carlo Magno A. Villamin as the applicant for the HUNTER TRADITION mark in 2016.[2]

Melanie Villamin

Melanie Villamin, Carlo’s wife and business partner, serves as the company’s Executive Director according to current corporate materials. She is credited with helping develop business operations and strategic growth.[1]

Craftsmanship team

Hunter Tradition identifies Balbert Loyang as its Master Craftsman, responsible for overseeing production and maintaining craftsmanship standards throughout the leatherworking process. Rizzel Garcia serves as General Manager, handling management and operations.[1]

The principal product of Hunter Tradition is the custom leather watch strap. Rather than relying exclusively on predetermined designs, the company’s model allows customers to specify aspects of the strap according to their watch and personal preferences. Straps are handmade to order and can be produced for watches using a universal lug system.[1]

Leather

The brand emphasizes the use of genuine leather. Earlier descriptions mention Philippine cowhide in colours including vintage brown, stone, midnight blue, olive green, vintage black, and cognac. Hunter Tradition has also promoted unusual material choices, such as baseball-glove leather, as part of its broader customization philosophy.[1][4]

Customization

Customization is the defining characteristic of the business. Depending on customer requirements, the strap-making process involves fitting, cutting, assembly, stitching, and finishing. Esquire Philippines reported that a strap could generally be completed in approximately one to two hours depending on design complexity,[4] and current materials similarly state that craftsmen can produce a strap within roughly 1–2 hours upon order.[1]

This rapid custom-production model is central to the brand’s retail proposition, allowing customers to participate in the design process and receive a finished product without the lengthy waiting periods typically associated with bespoke leather goods.

Hunter Tradition’s identity is built on the premise that a leather watch strap should be more than a disposable accessory. The brand emphasizes several interconnected concepts:

• Craftsmanship: Products are presented as handmade leather goods rather than mass-produced accessories, with corporate materials emphasizing skilled workmanship, attention to detail, and quality material selection.[1]
• Individuality: Customization allows wearers to create straps reflecting their own taste. In a 2017 interview with Esquire Philippines, co-founder Carlo Villamin described the concept as catering to people who value individuality.[4]
• Durability: Traditional leatherworking is associated with products designed to age well and remain useful over time. Franchise materials describe products as intended to become durable possessions and potential heirlooms.[1]
• Filipino craftsmanship: The brand distinguishes itself from international competitors by presenting itself as a homegrown Filipino label, with manufacturing and craftsmanship stories tied closely to local artisans and Philippine retail.[1][3]

Hunter Tradition initially grew through bazaars before moving into mall retail and online sales. The brand subsequently developed a franchise model to expand its physical presence, offering operational support, brand guidelines, marketing assistance, and supplier networks.[1]

Expansion has included locations outside Metro Manila. The company website has documented the opening of a Cebu branch, reflecting efforts to establish the brand beyond its original market.[1] A Philippine franchise-industry listing has described Hunter Tradition as having five branches and more than nine years of operations, though branch counts are subject to change.[5]

Online and international business

The company has expanded beyond physical retail through an online customization service and currently ships internationally.[1] Hunter Tradition is also actively seeking international business partners and franchisees, aiming to bring its Philippine leather-craft model to additional markets while retaining its emphasis on handmade production and customization.[1]

A distinguishing characteristic of Hunter Tradition is its combination of bespoke production with an accessible retail experience. Unlike traditional bespoke leather goods that may require days or weeks, the company’s system enables trained craftsmen to make customized straps directly for customers, often within a short retail visit.

Recruitment information highlights the operational importance of craftsmanship. A 2026 Philippine government job listing described a formal training process for Hunter Tradition craftsmen involving leatherworking techniques, company quality standards, practical testing, and a probationary period. This indicates that craftsmanship functions as an operational skill around which employee training and quality control are structured.

Hunter Tradition occupies a distinct position within the Philippine market, bridging several categories:

• Traditional leather craftsmanship: Products are handmade and emphasize leatherworking skills.
• Watch accessories: Core products are designed for both traditional mechanical watches and contemporary timepieces.
• Personalized luxury: Customers specify elements of their product rather than purchasing standardized mass-market straps.
• Accessible bespoke goods: The brand provides customization without the high price or long production times normally associated with fully bespoke leather goods.

Hunter Tradition has received coverage from Philippine lifestyle and business publications. Esquire Philippines featured the company in 2017 in an article about Philippine-made custom leather straps and its mall expansion.[4] VC4A has also profiled Hunter Tradition as a Philippine luxury-goods venture, highlighting its handmade watch straps, customization model, and local origins.[3]

The HUNTER TRADITION trademark is documented in the official gazette of the Intellectual Property Office of the Philippines. Records show the following details:[2]

• Mark: HUNTER TRADITION
• Applicant: Carlo Magno A. Villamin
• Filing date: October 12, 2016
• Class: 14
• Goods/services: Customized leather watch strap
• Applicant location: Pasig City, Metro Manila, Philippines

The current Hunter Tradition website identifies the operating business address as EightyTwo Jager Leather Works Corp., located in Salcedo Village, Makati.[1] However, the public-facing identity remains Hunter Tradition, under which it markets its leather watch straps and related products.

Hunter Tradition is notable for popularizing a model in which customers could have watch straps customized and handcrafted locally, rather than purchasing pre-made imported alternatives. Its appeal is particularly relevant to watch enthusiasts who view the strap as part of the watch’s personality; a single timepiece can be given different identities through changes in leather, colour, stitching, thickness, and design. Consequently, the product is positioned not merely as a replacement strap but as a form of personalization and craftsmanship applied to watch ownership.

1. Hunter Tradition | Custom Leather Watch Straps
2. Intellectual Property Center, 28 Upper McKinley Rd.
3. Hunter Tradition – VC4A
4. Hunter Tradition provides customized leather straps for your luxury watches
5. How to franchise Hunter Tradition | Franchise Market Philippines