Yo Tommy! I didn't hear no Bell !

After over 40 years of making proper nylon watch straps, we were nearly done.

Phoenix has been crafting MOD-spec straps in the UK since 1978—built for service, worn in the field, and trusted by people who don’t baby their watches. We didn’t shout about it. We just quietly got on with making straps that do the job—and do it well.

Then Came the Trademark Cowboys

Somewhere along the way, things changed. In 2012, someone decided to trademark the word “NATO” for watch straps—despite the fact we’d been using it since, well, before some of these folks were out of short trousers.

Suddenly, those of us who’d been here since the beginning were being told we couldn’t use the name we helped make common parlance. Classic.

It’s become a pattern:
Modern trademark law being used not to protect originality—but to quietly rewrite history.

We cracked on. But in 2024, it got even dafter.

Then Came the Impersonators

Someone launched a knock-off website pretending to be us. No history with the brand, no connection, no shame. Just opportunism in a browser tab.

That was the moment I said: Not. On. My. Watch.

We’re Not Going Quietly

Bullies like an easy fight.
They won’t find one here.

What’s humbled me most is the support from our customers. You spotted the fakes, called them out, and reminded us that the watch community looks after its own.

One of those conversations led had with a long-time stockist and fellow enthusiast. He gets what Phoenix stands for, so we’ve teamed up to carry it forward.

So instead of retiring quietly with a cup of tea and a dog-eared Haynes manual, we’re firing the engines back up.

Phoenix isn’t finished. Not by a long shot.

  • Authentic MOD-spec straps

  • Traditional British mills

  • Hand-finished in the UK

  • No sweatshops, no shortcuts, no nonsense

We’re not here to play trademark games. We’re here to make the best damn MOD straps we know how.

This isn’t just about saving a brand.
It’s about defending the history behind it.
And frankly, we’re not done yet.

To borrow a line from a great philosopher of our time, Mr. Balboa himself—
"Yo Tommy! I didn’t hear no bell... One more round."

Phoenix is still here.
Still made in the UK.
Still the real thing.

Let’s have it.

— The Phoenix Team
#ProjectPhoenix

 

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