STRAPS OF STYLE

The founders of local watch strap brand, Delugs, recount their backstage run-in with Ed Sheeran at his concert and their love for independent watch brands.

- BRANDON CHIA

Kenneth Kuan and Chia Pei Qi, founders of independent watch strap brand Delugs, have had an astounding entrepreneurial journey from crafting leather straps in their bedroom in 2018 to fitting their artisanal creations on the wrist of pop singer Ed Sheeran earlier this year. But the couple feel like they have just entered their prime. “Meeting Ed was a pivotal moment. It has brought us so much recognition and has taken our brand to the next level. Nothing will ever be the same again,” muses Kuan. They were surprised when Sheeran opted for their cut-to-size rubber straps for his unique Patek Philippe World Time over a classic leather option. “He chose our sportier option because he needed it to be comfortable while performing on stage, and that’s exactly what we’ve been preaching— everyone should pick straps based on their lifestyl