“Learning to filter feedback without losing sight of our vision was difficult, but essential.” – Kenneth Kuan
If Delugs’ made-to-measure watch straps are good enough for Ed Sheeran, they are surely good enough for watch lovers everywhere. At his Singapore performance last year, the British singer-songwriter wore a Patek Philippe fitted with a bespoke rubber strap—a gift from Delugs that he was visibly thrilled with, and a cameo that propelled the brand into the spotlight.
Behind the straps are Kenneth Kuan and Chia Pei Qi, a genial husband-and-wife duo who left civil service to pursue their passion. And to think it all started with a tad of frustration, when Kuan decided to learn leather crafting to make his own watch straps after feeling dismayed at the limited options that offered “quality and design”.
Since founding Delugs in 2018, they have won over collectors worldwide with a repertoire of high-quality leather and rubber straps that meet bespoke demands. Whether for a micro-brand piece or a heavyweight from Cartier or Audemars Piguet, Delugs makes it easy to give a timepiece a fresh face by simply changing the strap.
“As our side hustle started gaining traction, I realised it could be more than just a passion project. What really gave us the confidence was seeing how much people resonated with our vision,” says Chia.
From their bedroom workshop to an Ubi showroom, Delugs has grown steadily. In April, the brand opened its first physical boutique at the iconic Raffles Hotel. Spanning 92sqm, the world’s first dedicated strap store is both groundbreaking and welcoming while being yet another example of Singapore’s influence in global watch culture.
What anchors you when you are faced with uncertainty in your business?
Kenneth Kuan (KK): Our boutique has become a physical reminder of what we’ve built. Real people walk through the doors every day and connect with our brand. That grounds me.
Chia Pei Qi (CPQ): Our team and customers. When things are uncertain, hearing a story from a happy customer or seeing the team excited about a new project reminds us why we’re doing this.
If you could change one thing about your industry, what would it be?
KK: More openness. The watch world can feel exclusive or intimidating, especially for someone who is new to the industry or new to watches. We would love to see more transparency, inclusiveness, and sharing of knowledge by inculcating a community where everyone feels welcome.
What’s a difficult lesson that you’ve learnt?
KK: That not everyone will understand or support your journey—and that’s okay. Learning to filter feedback without losing sight of our vision was difficult, but essential.
Has your definition of success changed during this journey?
CPQ: At first, it was about building products that people wanted. Now, it’s about building a brand that can last—one that continues to offer quality products, serves customers meaningfully, and contributes to the community. On the personal front, success looks like continuous growth and time with family.
What legacy do you hope to leave behind?
KK: We hope to be known as a brand that elevated straps from a simple accessory to a medium of self-expression. A company that inspired others to pursue excellence without compromise. And a reminder that you can build something great without losing yourself in the process.
Photography by Eugene Lee of Enfinite / Hair & Makeup by Sophia Soh of Suburbs Studio
