The Pursuit of Perfection is Our Craft. 

At Velle Alexander, the drive to chase perfection is not just a goal; it's our very essence. A commitment that resonates within us, a passion that we feel in our bones. It's the reason Velle Alexander came to life, and it's the philosophy that drives every custom watch strap we create.

Our journey began as a simple hobby, fueled by a love for watches and an innate desire to craft with our hands. But as we delved into the world of leatherworking, the pursuit of perfection became an all-consuming passion. Every detail mattered. Every stitch was a step closer to the ideal. And in 2019, serendipity led us to transform this hobby into a formal business and brand.

Choosing to do most everything by hand means that true perfection might remain just out of reach. But that tantalizing possibility is what keeps us pushing forward. It compels us to create objects of quality, works of art that embody our relentless drive.

When you hold a Velle Alexander watch strap, you're holding something unique. You're holding a piece of someone's soul, a testament to craftsmanship and artistry. It's a satisfaction that inspires us to do our best work, and we hope it inspires you too.

Let's make something extraordinary.

Alexander E. Gravelle
Owner and Artisan