Avanti Jewellers

ZULUDIVER, a leader in premium watch straps, is delighted to announce a strategic collaboration with Avanti Jewellers, an independent, family-owned business renowned for its curated collection of luxury timepieces and jewelry. This partnership unites two brands that share a commitment to craftsmanship, innovation, and delivering exceptional products to discerning customers.

Based in Ashbourne, Derbyshire, Avanti Jewellers has established itself as a destination for horological enthusiasts, celebrated for its unparalleled service and expertise. With this collaboration, ZULUDIVER aims to bring its innovative watch straps, known for their quality and durability, to a wider audience in a boutique retail setting that perfectly aligns with its ethos.

“We are excited to partner with Avanti Jewellers, a name synonymous with sophistication and quality,” said Andy Hillier, Brand Manager of ZULUDIVER. “This collaboration allows us to expand our reach while maintaining our ethos of delivering the finest watch straps to passionate collectors and enthusiasts.”

The partnership debuts with an exclusive range of ZULUDIVER’s signature 1973 watch straps, now available at Avanti Jewellers. These straps are meticulously crafted to blend style, functionality, and durability, making them a perfect complement to a variety of watch styles, from classic timepieces to modern divers.

This collaboration marks a significant step forward in ZULUDIVER’s mission to provide high-quality watch straps through carefully selected retail partners. By combining ZULUDIVER’s expertise with Avanti’s boutique setting, the partnership sets a new standard for luxury watch accessories in the UK.

Customers visiting Avanti Jewellers can now explore ZULUDIVER’s collection in person, experiencing first-hand the precision, comfort, and style that define the brand’s products. The exclusive selection offers something for every watch enthusiast.

In 1973, the British Ministry of Defence (MoD) were challenged to design and provide its military personnel with a watch strap to withstand some of the harshest conditions during combat. The mission was clear. A watch strap that could conquer the humidity of tropical climates, survive the abrasive sands of the desert and live through ice from the Arctic. These environs wreak havoc on leather watch straps, and shiny steel watch bracelets are unwelcome during covert operations. Also, the MOD wanted to address spring bar failures in the buckles and watches, which caused countless watches to meet an untimely demise.

The British Ministry of Defence (MoD) Standard 66-47/2
defined and documented new stringent requirements. Within this comprehensive
guideline, several vital conditions emerged, which we have highlighted below.

Material: Admiralty grey woven 1.2mm thick nylon for durability and resilience. Free from additives which may act as an irritant.

Buckle: A one-piece buckle design, integrated without spring bars, guarantees a seamless and irremovable fastening method.

Construction: Heat-welded, fusing an inseparable bond to withstand even the most demanding conditions.

The design was awarded its own North Atlantic Treaty Organization stock number (NSN), a thirteen-digit code 6645-99-124-2986, which was used by the British army's stores' requisition process.

Building on the timeless appeal of the original 1973 British Military Nylon Strap, ZULUDIVER has meticulously reimagined this classic accessory to meet modern expectations. By transitioning to a sewn construction, the strap’s strength and durability have been significantly enhanced. Instead of using chrome-plated brass hardware, the design now features robust solid stainless steel components, ensuring resilience and longevity under daily wear.

Key adjustments include enlarging the keepers, enabling compatibility with larger and contemporary watch cases. Additionally, the strap length has been extended to an impressive 300mm, accommodating a wider range of wrist sizes. This thoughtful change not only provides a secure fit but also allows for the strap's tail to be folded back through the keepers for added security. This feature also supports wearing the watch over clothing, a practical nod to its military heritage.

At ZULUDIVER, the 1973 strap isn’t just a watch accessory—it’s a transformative piece that can redefine the style of your timepiece. While the full collection is available at ZULUDIVER.com, customers now have the opportunity to explore these straps in person through our collaboration with Avanti Jewellers.