Singapore’s Delugs Goes International: Bringing the World’s First Strap-Dedicated Boutique to Central, Hong Kong

Singapore-based Delugs is set to open its first international boutique in Central, Hong Kong, on 27 June 2026, a defining milestone that takes the world’s first watch strap-dedicated boutique international and brings its curated experience to one of Asia’s most active watch markets.

Founded in 2018 by husband-and-wife duo Kenneth Kuan and Chia Pei Qi, Delugs began as an online retailer offering ready-stock straps across a wide range of lengths, widths and materials. Dedicated to elevating the experience of watch ownership through the simple yet powerful act of strap-changing, the brand has since evolved into a physical destination — a journey marked by the April 2025 opening of its flagship at Singapore’s Raffles Hotel.

At the core of the Delugs experience is a curated catalogue spanning premium leather, durable rubber and versatile fabric straps, designed for every watch and every occasion. Underpinned by a commitment to craftsmanship, innovation and exceptional service, Delugs empowers watch owners to change straps as effortlessly as changing outfits — deepening their connection with the watches they love. Today, Delugs serves more than 116,000 customers across 120 countries, with its growing cultural relevance reflected in global moments — including singer Ed Sheeran, who has been spotted wearing Delugs straps on stage. As the brand makes its Hong Kong debut, it continues to advance a core mission: to make strap-changing a lifestyle — an everyday expression of versatility and personal style.

Delugs HK Boutique

Hong Kong: A Strategic First Step in a Global Rollout

A Market with One of the World’s Highest Concentration of Watch Collectors

As one of Delugs’ largest online markets globally, Hong Kong was the natural first step outward.  Home to one of the highest concentrations of watch collectors in the world and one of Asia’s most active secondary watch markets, the city has long set the tone for how watches are appreciated across the region. This strong foundation was built over years of organic adoption — from members of Hong Kong’s collector community bringing Delugs straps to their own gatherings, to the brand’s 2024 pop-up in the Landmark precinct.

Today, the new boutique is strategically located in Central Building, within the cluster of watch boutiques surrounding Landmark and Prince’s Building — at the very heart of Hong Kong’s premier watch retail corridor, placing Delugs directly in the path of discerning collectors.

“Hong Kong was never a question of whether, only when: 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. The boutique at Central Building is the first step in something much bigger. We will be bringing the strap boutique experience to every city where watch lovers are. So stay tuned!”

– Ken & Pei, Co-Founders of Delugs

Inside the Hong Kong Flagship

A Delugs Strap Wall showcasing 511 Pairs of Straps and A New Home for Independent Watch Brands

Spanning 740 square feet, the boutique is built for discovery and personalisation. At its heart is the Delugs Strap Wall, displaying 511 pairs of straps that showcase the breadth of the brand’s ready-stock range, including integrated options crafted for iconic timepieces from brands like Rolex, Cartier, and beyond. The Bespoke Corner opens up Delugs’ world of customisation through a tactile display of materials, threads and tools, before the conversation moves to the main island, where the team works through every detail with the client directly. Overhead, a soft, even skylight bathes the space in natural light, ideal for exploring straps and taking the perfect wrist shot.

The boutique is also more than straps: a dedicated area showcases watches from independent and microbrands, many of them online-only labels that collectors have rarely had the chance to see or handle in person.

More than a retail space, it serves as a vibrant community hub for enthusiasts to discover, converse and connect over a shared passion

Delugs Flagship Boutique (Hong Kong)

Location:                         Shop 106B, 1st Floor, Central Building, 1-3 Pedder Street, Central, Hong Kong

Opening hours:           Monday to Sunday, 11:00am to 7:00pm

Email:                               hongkong@delugs.com

Phone:                            +852 62869186

@delugs #delugs #delugsHK