About JU
Our Story
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.
JU's Journey in 2024
Story
The Beginning of JU
JU Watch Strap is started in order to satisfy watch enthusiasts' pursuit of quality and to set a national brand benchmark for national products.
Story
Firm product spirit, breaking through the low-quality competition
It is the spirit of JU that helps JU to get out of the inferior competition and the bottomless chasm. In 2014, in the face of vicious competition across the industry, JU did not lower product quality to ensure profits by following others, but upgraded product quality and standards, laying down the benchmark and brand gene of insisting on high-quality watch straps.
Story
Domestic Omni-channel Sales TOP1
Based on the trust of consumers, JU, founded only one year ago, immediately took the leading position in themarket share and became the No. 1 in China's watch strap category.
Story
From China to the world, creating a global benchmark in the watch strap industry.
Making clear its vision, from China to the world, JU is determined to become a benchmark in the contemporary high-class watch strap industry. The establishment of JU's vision has laid down our journey to the stars and the sea.
Story
Revolutionizing the watch strap world with original design and craftsmanship
We were invited to Switzerland to exchange with and study from Blancpain and other top watchmakers, to learn Europe's centuries-old watchmaking process, and to explore the watch craftsmanship spirit, in order to design an original and unique watch strap structure, to reduce the common problem of friction damage between the watch strap and the watchcase. Finally, the 3A watch strap was launched on the market, creating a new realm of watch straps!
Story
Dialogue at the China-Japan New Craftsmen Summit
Invited by financial writer Mr. Wu Xiaobo, JU, as a representative of 14 Chinese craftsmen, participated in the China-Japan New Craftsmen Summit. This is the first large-scale direct dialog between Chinese and Japanese craftsmen in a hundred years!
Story
JU crocodile strap's performance is the world's leading
In order to solve the common pain points of crocodile leather watch straps such as non-sweat-resistance, stinking, color fading, aging and breakage after a certain wearing cycle of famous watch users, JU has successfully researched and developed the crocodile leather with a leading performance in the world, which is 10 times that of the international standard, and 3 times that of the luxury goods groups after three years and four months of continuous self-improvement, even in the face of the indifferent treatment and technology strangling of European and American luxury crocodile leather factories.
Story
Successful and stable mass production of JU's high-performance crocodile leather
An ultimate product, from successful R&D to stable mass production, is a great challenge to the R&D and production line and a substantial leap forward.
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