Why did Delugs wait for physical samples instead of rushing to pre-orders like rivals?

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Delugs Prioritises Finalised Physical Samples Over Early Pre-Orders for Royal Oak Concept Watch Conversion

Singapore-based strapmaker Delugs is prioritising the finalisation of physical samples for its custom integrated strap system for the Audemars Piguet x Swatch Royal Oak Concept watch before opening pre-orders. This approach contrasts with some competitors who have begun accepting pre-orders based solely on concept renders. The company aims to ensure the product's quality and secure fit through rigorous testing and material evaluation, a process that began immediately after the watch's unveiling on May 12 due to significant collector interest in a wearable wristpiece format.
Rigorous Prototyping and Testing Underway

Delugs is currently in the advanced stages of prototyping its integrated strap system, with sample production anticipated shortly. The development process commenced almost immediately after the hybrid watch's debut on May 12, driven by collector demand for a wrist-worn iteration. The company has already produced a 3D-printed prototype and is preparing for comprehensive material testing to assess durability, flexibility, and the security of the fit for daily wear. Multiple rounds of real-world testing, encompassing movement, impacts, and wrist expansion, have been conducted by the team.
Addressing Engineering Challenges for Detachable Design

A primary engineering hurdle Delugs has faced is the design of a secure case for the watch's unique "pop-in, pop-out" detachable structure, originally intended for lanyard use. This challenge is particularly significant as Delugs does not typically design watch cases. The company has invested in sourcing two units of the watch at inflated resale prices after experiencing difficulties in acquiring them during the initial retail drops amidst global launch disruptions.
Transparency and Educational Approach in Development

Delugs has chosen to document its development process online, a strategy partly aimed at countering the proliferation of AI-generated mock-ups circulating on social media. This transparency also serves to capitalise on the intense global interest surrounding the collaboration and offers an educational insight into the engineering involved in converting wearable devices. The company's commitment to showcasing the journey from concept to production underscores its dedication to a well-developed final product.
Anticipated Product Details and Pricing

The anticipated final product from Delugs is expected to include both the strap and the custom case, with a projected price range of approximately US$150 to US$200. Multiple colour options are planned for both the strap and the case components, offering consumers choices to personalise their converted Royal Oak Concept watch. This pricing strategy aims to make the conversion accessible to a significant portion of the interested collector base.

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Why did Delugs wait for physical samples instead of rushing to pre-orders like rivals?

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