Over the last few years, elastic watch straps have gained mass popularity. They are available in almost every color imaginable and can be snapped up from several different sellers. Prices range from just a couple of bucks up to just below a hundred euros. If you’re reading this, there’s a good chance you own one of these straps. And there’s an even better chance that you’ve seen them cropping up, not just here on Fratello but also Instagram and some of the popular watch forums. But where do these straps come from? What’s the origin story behind a product that has become so ubiquitous in the watch enthusiasts’ space? To answer this question, I’ll be taking a closer look at one of the brands producing arguably the most authentic version of this watch accessory, NDC Straps.