Under The Cuff x BOKEN: A Dive Into Collaboration
It all started with an introduction from Nacho Fernandez, a mutual friend and renowned creative behind the Instagram pages GZMpix and Black Chest. He mentioned Dan from BOKEN—a new British watch brand making waves with high-quality, Swiss-made timepieces. Dan was on the lookout for a strap partner, and Nacho thought I’d be the perfect fit. With a strong recommendation from Nacho, I was intrigued.
To be honest, I hadn’t heard of BOKEN before. But that’s the beauty of this industry—it’s full of surprises, and I’ve always been one for adventure. After a few friendly chats (which quickly evolved into banter-filled WhatsApp exchanges), I knew this was going to be something special.
BOKEN, which means “adventure” in Japanese, perfectly captures the essence of what they stand for. They’re a British-designed, Swiss-made watch company, with a name that hints at their adventurous spirit—a spirit I can fully relate to. BOKEN’s mission is clear: they empower thrill-seekers and luxury lovers alike with watches that marry performance, style, and elegance. What’s more, they pledge £50 from every watch sold to support Just One Ocean, a charity committed to protecting our seas—a cause I admire.
Their latest creation, the ODYSSEY, is a 45mm dive watch, designed for serious adventure. With a ceramic bezel, Swiss movement, and 1000 meters of water resistance, it’s an incredible value at £995. Available in blue, black, and a striking carbon-effect dial, it stands out for both its rugged durability and sleek design.
When Dan and Nacho approached me to collaborate, I was excited to bring my strap expertise to the table. My role was to guide material choices, weave, color selections, and even integrate a special touch—lume in the strap for that adventurous under-the-cuff glow. Dan, Nacho, and I spent plenty of time going back and forth on WhatsApp, blending ideas and, naturally, plenty of light-hearted banter along the way. The decision-making was quick and efficient—these guys are true professionals.
A standout moment was the creation of the lume-striped strap for the special edition ODYSSEY with the carbon-effect dial. It was an exciting challenge to design a strap that not only complemented the ruggedness of the watch but also added a unique, luminous feature for night-time adventure seekers.
This collaboration with BOKEN is about more than just business—it’s about building relationships. Dan and Nacho bring relentless energy to the table, with a strong focus on creativity and quality, while still keeping things fun. We haven’t yet met in person (despite some fictional WhatsApp character named Raul popping up from time to time), but I have no doubt we will soon—hopefully at an event that I can’t say too much about just yet.
What makes this collaboration even more special is that it aligns so well with BOKEN’s brand philosophy of adventure. Their motto, “Adventure Awaits,” mirrors exactly how I feel about this collaboration. Under The Cuff has always been about working with microbrands and startups that are pushing the boundaries, and BOKEN’s focus on blending luxury with performance fits right into that.
I’m proud of what we’ve created together, and I’m eagerly waiting to hear what the community thinks as the straps start reaching customers. Early feedback from Dan and Nacho has been fantastic, especially regarding the luminous striped strap, and I’m confident the wider watch community will be just as enthusiastic.
And while I can’t reveal too much right now, there are exciting events and potential future collaborations on the horizon. I fully intend to invest in BOKEN when the doors open, as I see a long and fruitful partnership ahead.
To all my fellow watch enthusiasts and Under The Cuff patrons, I hope you’re as excited as I am to see where this collaboration leads. This is about more than just watches—it’s about building creative friendships and celebrating the adventure that lies ahead. After all, with BOKEN, Adventure Awaits.