Year in Review
I’m kicking off this blog with a nod to the year that just ended. I’m well and truly late in getting this posted. However, 2024 was Boundary Layer Studio’s first calendar year in business, so it’s worth reflecting on some of what happened. Plus, as a former rower, I feel very qualified to move forward by looking backward.
Prologue
Boundary Layer Studio has been an idea in my head for a while. Not long after succumbing to the watch collecting addiction, rediscovering the joy of owning watches, I grew frustrated that I couldn’t find the kind of straps I wanted for my collection.
At one end of the spectrum, you had established brand groups or companies selling their OEM straps at what seemed like exorbitant prices. On the other end, there were companies who were willing to churn out low-cost, low-quality straps in high volumes. Neither option was particularly appealing to me. When I dug deeper into the hobby, I found there were goldilocks companies who delivered high quality, good value products in the space between. These companies all shared one common trait- they tended to focus on using the same three material choices for their straps: leather, rubber, nylon.
As a fellow watch enthusiast, I always try to put my own signature on the timepieces I wear. The reasons are twofold. First, I cannot afford to buy a new watch every time I want to look or feel unique. Second, I refuse to accept the idea that I must drown in a sea of conformity. The typical leather/rubber/nylon choices left me unfulfilled and underwhelmed. I didn’t want to settle for something commonplace.
That’s why I started Boundary Layer Studio.
Once the company was incorporated, I began looking at sourcing some of the most unique (and costly) materials to use for the collections. The deadstock fabrics used for the Signature Collection are manufactured by Loro Piana. They are part of LVMH Group. I know of no finer textile manufacturer in the world. The high performance Dyneema material used in the Ventura Collection was repurposed from industries outside the watch world. It has a higher strength to weight ratio than the steel alloy used in any watch bracelet. In both cases, you get expertly made straps that stand out from the crowd. And each strap, whether it comes from the USA or Italy, is handmade by craftsman who have honed their skills over years. They take pride in their work so you can take pride in your appearance.
Autumn in New York
I waited until I had inventory in stock before launching the business online and committing to our first public event, Windup Watch Fair New York. This long weekend in Manhattan was amazing. Three days of nonstop chatting with thousands of collectors and enthusiasts of all kinds. There were over 130 watch brands in attendance as well as most of the mainstream watch media. We got in on the ground floor (literally) and had the opportunity to introduce ourselves to the watch world. If you were one of the countless show attendees who came by to talk, to browse, or to buy, I want to thank you personally for making the show worthwhile.
Once I returned from New York, the rest of the calendar seemed to accelerate through November and December. The website you’re on now has received some much-needed improvements. I also worked on reaching out to media partners we had met in NY and those who were not in attendance.
That paid off on Boxing Day when Fratello published a review of our Signature Collection. They were not paid for this review- I merely sent them examples of our products and invited them to review them for their audience. I had no foreknowledge or influence over what they were going to say- good, bad or indifferent. Fortunately, Daan wrote a very thoughtful, thorough review of each strap style. Combined with their always stellar photography, the piece was more than I could have wished for. I was over the moon!
I’d love to give you a roadmap for all that I have planned for 2025, but I think that will have to wait for another blog entry. I do hope you will all be pleasantly surprised and stay tuned to find out.