Local news outlets were abuzz when English singer‑songwriter Ed Sheeran was in Singapore this February, not just because he played two sold‑out shows but also for what he was wearing on his wrist. Images of the four‑time Grammy Award‑winner and avid watch collector performing on the Capitol Theatre stage wearing his bespoke Patek Philippe World Time 5230G watch were shared across various platforms. Granted, the watch is a one‑of‑kind masterpiece, but the topic of conversation was how Sheeran had paired the luxury dress watch with a navy rubber strap from homegrown brand, Delugs.
The headlines certainly brought the watch strap and accessories brand on the radar of more Singaporeans. Co‑founders Kenneth Kuan and Chia Pei Qi say they experienced increased interest from locals through Instagram, the Delugs website and at its showroom. But to the global watch collecting community, Delugs
