Darlena celebrates 50 years making watch straps


Dorset-based watch strap and bracelet supplier Darlena is celebrating its 50th anniversary this year.

The family-run business was founded in 1966 producing fashion watch straps for names including Harrods, Dickins and Jones, and Fenwick to name a few.


Now in its third generation, the company has learnt to adapt to the changing landscape of the watch industry over the years, and now concentrates its strap offering on traditional two-piece straps and metal watch bracelets, all operated from its purpose-built factory and office complex in the south coast seaside resort of Bournemouth.

As recently as 2011, Darlena expanded into the silver jewellery market purchasing BJM silver charm company, which has been a great success for the business, according to company director, James Hook.

Before that in 2008 the firm introduced their ‘Puccini collection’ of straps, produced for Darlena in Italy. This collection comprises of handmade genuine lizard, crocodile and alligator, and can be embossed with the customer’s name or logo.

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