Why We’re Phasing Out the Term “NATO Strap” — Even Though That’s Exactly What It Is
If you’ve spent any time around watches, you’ll know exactly what a “NATO strap” is. A single-piece nylon strap, threaded behind the watch, fastened with stainless steel keepers, originally designed for the British military in the early 1970s. It’s one of the simplest, most reliable ways to secure a watch to your wrist, and it’s become a design icon in its own right.
So why are we no longer using the term?
The short answer: trademark law. The longer answer is a little more interesting.
A British Military Standard, Now a US Trademark
The original NATO strap was never meant to be fashionable. It was issued under a British Ministry of Defence specification known as DefStan 66-15. Soldiers could request one using a form called the G10, hence the strap’s other nickname, the “G10.” It was built for practicality, with a design that ensured the watch stayed on the wrist even if a spring bar failed.
Over time, collectors and enthusiasts adopted the style. As the design entered mainstream watch culture, the name stuck, even though “NATO” originally referred to the NATO Stock Number used to catalogue the strap, not to any connection with the defence alliance itself.
Fast forward a few decades, and an American company has managed to trademark the word “NATO” in relation to watch straps. The result? Brands like ours, who’ve long used the term descriptively, are now legally required to stop using it in product listings and marketing.
Yes, a term born from a British military standard is now legally off-limits, courtesy of the US trademark office.
What’s Actually Changed?
Nothing, really. The design isn’t protected. The materials, construction and function remain the same. You’ll still find the same pass-through nylon straps on our site, we’re just describing them with phrases like “military-style strap” or “premium nylon strap” instead.
Some of our most popular styles:
We’re still offering the same durable, time-tested designs, just using language that keeps us within the bounds of international IP law.
A Note to Watch Enthusiasts
We know that “NATO strap” is part of the vocabulary. It describes a style, not a brand and everyone from collectors to publications has used it that way for years. So if you’re wondering why the language has suddenly shifted, now you know.
Bear with us whilst we update our site. The straps haven’t changed, only the wording has.
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