The Artem Loop-Less HydroFlex is the luxury rubber strap that looks at home on expensive watches

Buffy Acacia

There’s always an urge to wax lyrical when it comes to watches and their associated accessories. After all, when you’re spending a lot of money on something small, we feel the need to justify the purchase with grand statements about its artistic merit, its unique conception, or its historical context. Well, I don’t really believe all that can apply to a watch strap. What I do believe is that a three-figure watch strap should offer comfort beyond the norm, premium materials, and an aesthetic that looks expensive. The new Artem Loop-Less HydroFlex collection hits all three of those criteria with ease.

Because rubber is such a prominent material in our everyday lives, and not one which we often associate with high costs, it has always been difficult to merge with the concept of luxury watchmaking. They lack the heft of a bracelet and the sophistication of leather, but they really are the most comfortable in hot climates or when swimming. Artem’s HydroFlex is made from FKM rubber, which is a synthetic rubber that’s far more resistant to heat and chemical interaction than both vulcanised rubber and standard silicone. But still, FKM rubber itself can be found within budget brands. Artem’s particular approach to HydroFlex is what makes it a luxury item, with careful design and extraordinary attention to detail.

The upper surface of the Loop-Less HydroFlex strap has been given an intricate texture that emulates the appearance of sailcloth, but is of course much more flexible than most rubber-backed sailcloth straps. That way, it doesn’t just look like any plain rubber strap, but there’s no compromise on performance. The back of the strap is also grooved with a concave section towards the top, which is supposed to reduce friction and promote some airflow to reduce sweat. The strap also comes with quick-release spring bars, which is a given on most aftermarket straps these days.

What mostly makes this collection new is the fact that they’re Artem’s Loop-Less design, meaning that they don’t have any retaining loops for the strap’s excess. The reason? A specific kind of folding clasp is used, which passes the long side of the strap beneath the short side, eliminating the need for fiddly loops or strap ends that can flap around. Those clasps are available to purchase separately in steel or black PVD finishes for US$87, and one will be required for use with the Loop-Less HydroFlex strap.

Artem Loop-Less HydroFlex strap collection price and availability

The Artem Loop-Less HydroFlex straps are now available in nine colourful variations. Price: US$248 (strap only), US$87 (Loop-Less clasp)