In a move set to redefine the watch accessory landscape, HEllO, India’s homegrown luxury gear brand, has launched its first Straps Bar at the JM Road outlet of Just In Time (JIT) in Pune. Known for its curated selection of premium watch straps, HEllO’s entry into offline retail marks a key milestone in its mission to modernise how Indian men perceive and personalise their watches—and their overall Everyday Carry (EDC) gear.
“Traditionally seen as functional replacements, watch straps have now entered a new era—much like socks, underwear, and eyewear did over the past decade. Straps are no longer something you change only when they’re broken. They’ve become a bold expression of personal style, just like a well-chosen pair of sunglasses or sneakers,” says Ninad Umargekar, Co-Founder of HEllO EDC.
The Straps Bar at Just In Time is designed to offer a tactile, experiential journey. With an elegant display featuring straps in Italian leather, Indian Khadi, Tweed, and more, shoppers can now see, touch, and pair straps with their timepieces in real time. “We want customers to walk in—even with a brand-new watch—and say, ‘You know what, I can make this more me with a different strap,’” adds Umargekar.
The collaboration with Just In Time is a strategic one. With a loyal clientele of luxury and enthusiast watch buyers, it’s the ideal platform to amplify HEllO’s vision. “Customers already care deeply about their watches. Now, they can enhance their style quotient with the right strap. We believe this will change how India buys watch accessories,” says Umargekar.
HEllO plans to expand its retail footprint rapidly, with 50 offline touchpoints planned across India this fiscal year. The goal? To create immersive zones that show just how dramatically a strap can transform a watch—making it a reflection of one’s unique personality.
“HEllO was born to give the modern Indian man products that reflect his vibrant yet sophisticated spirit,” says Umargekar. “Vibrant sophistication is a core part of our philosophy—and the Straps Bar is how we bring that to life.”
As India’s love for fine watches continues to grow, HEllO seems poised not just to ride the wave, but to shape it.
