2012

Our Beginning

JU (Jeayou) began as watchmakers —deeply passionate about mechanical timepieces and the beauty of traditional horology.

But as we searched for straps to match our own watches, we found a clear gap—the Chinese market simply didn’t offer high-quality options. And we found many Chinese watch lovers shared the same frustration: Great watches, but no straps that did them justice. That’s when we knew: If the perfect strap didn’t exist, we would create it ourselves.

JU was born from this mission—to give luxury watch lovers a strap worthy of their timepiece, and to fill the gap where no high-class Chinese strap brands existed.

2018

Our Breakthrough

In 2018, JU set out to tackle one of the industry’s toughest challenges: the lack of high-quality crocodile leather and the poor domestic craftsmanship behind it.
Over 3 years and 4 months—more than 30,000 hours of relentless R&D—we mastered the complex process of producing top-grade crocodile leather.
The result? Our crocodile leather that exceeds EU standards by 10x and outperforms luxury group benchmarks by 3x in waterproofing, sweat resistance, and durability—setting a new standard for the industry.

Brand Values

Built with Purpose. Driven by Craft. Focused on You.

At JU, we believe great products come from clear values.
We put our customers first—always listening, learning, and striving to deliver better.
We take ownership of every detail, embrace change, and push boundaries when others settle.
Above all, we carry a deep spirit of craftsmanship—one that lives in every stitch, every edge, every strap.

Our commitment to product excellence and service is more than a promise—it’s the reason we exist.