Schofield & Sugar Free make the coolest watch straps!

For sizes that fit the Schofield Light and other non Schofield watches. We have a sister company called Sugar Free.

Why Sugar Free – Cool Watch straps (that’s the strap line, not just SEO keyword stuffing :-)?

It was a response to demand, it is that simple. There is no great yarn and romance to it. I was asked time and time again if Schofield’s 24mm straps were available in other sizes. With a reputation of having the best and coolest watch straps on the planet Sugar Free had to carry the torch.

Very few watches of the world accommodate 24mm straps and so my audience is very small. In the early days I did think that the Panerai gang would pick them up, but I failed to understand two crucial points. Schofield straps are still not thick and raw enough and more importantly, the fact you would not put an Omega Strap on a Rolex. So why a Schofield on a Panerai?

Being sugar free is a hardship I inflict upon myself from time to time. I have a sweet tooth and favour not the sophistication of 90% Coca but rather 80’s kids sweets. Clearly I was high on virtue when settling on the name but wanted to show the conflict by naming the straps after some classics like Cola Bottle, Air Heads and Foam Banana.

My friend Simon Cudd was sick and fantasising about a new healthy life (with a six-pack!) but put his foot down when it came to going sugar free. We joked about it – the Sugar Free company name was a dig.

The straps are made in Germany by a company I have been working with just shy of 20 years. Schofield straps are regarded as amongst the best in the world and Sugar Free ones were to be as good. But this time offered in both 22mm and 20mm widths.

I am fanatical about fabrics, an obsession that derives from fashion and select materials that have not been seen on watch straps before. There is not enough time now to go over all the materials in detail, we have used so many and tend not to remake except for a few staples. The India Rubber has been the longest running version because it has all the qualities; look, feel, durability and cache. The Moon Mills Tweeds would be next; we have  used every colour in their swatch.

When it comes to leathers, we use fashion industry offcuts and do not buy hides. I am vegetarian and wrestle with using leather. The trouble is I love leather goods and am aware of the hypocrisy. Some days I am more dogmatic than others, those days I research recycled ocean plastics like rPET and other eco choices like cellulose found on the OMI straps, other days I choose goat skin. Sorry goats – I love you goats, sorry, sorry. But you were already dead and this was left over… And I cannot tolerate waste.

For Sugar Free – the Coolest Watch Straps hit the button below.

Sugar Free is not part of the Schofield business, it’s a separate entity, I can’t really remember why, so may unite them especially if I make more watches that fit 22mm straps.

Which I am doing. 🙂

You remember I was concerned that there would be no more cool watch straps like we know and trust. Well good news! More are on the way! Some available in long size too. Schofield ones particularly as SF is a well-stocked tuck shop – go snack.

Art by my eldest @cherryellis.art_