It is increasingly the case in the world of luxury that branding is becoming less important as the value of exclusivity rises. Nowhere is this truer than in the world of high-end watches, where the more expensive a timepiece is, the greater the need for it to stand out from the crowd. After all, who wants to start the evening as the belle of the ball only to come face-to-face with a stranger – or worse still a friend –wearing the same wrist-game?

So, customisation has become the keyword with individualisation ranging from unique pieces to personalised dials and cases. But one of the most satisfying – as well as the simplest – ways to make a watch a one-off is through changing the strap or bracelet. While there are many bands out there to chose from, it is always refreshing when something new and uber-stylish comes to market, which brings us neatly to a new collaboration between top German watch brand A Lange & Söhne and someone our sister magazine The Rake has christened: “One of the 40 most rakish men alive.”

With more than 45,000 Instagram followers, Chairman of Sotheby’s International Realty France Alexander Kraft, is known globally for his outstanding sense of style. Entrepreneur, author, music producer and licensed attorney, Kraft is also a brand ambassador for revered French tailoring house Cifonelli, for who he creates bespoke marvels such as the “AK” three-piece-suit with double breasted waistcoat. He also regularly collaborates with other houses such as Tod’s, Ralph Lauren, Stefano Bemer and Viola Milano.

A confirmed watch lover and collector, Kraft’s latest venture sees him combining his passions for horology and fashion by creating a collection of bespoke straps for Lange. Made in association with French artisans Camille Fournet, the leather bands completely transform the watches in a way that will broaden Lange’s fan base across the globe.

The “Lange & Söhne X Alexander Kraft” collection of bespoke watchstraps won’t be officially presented until the spring of 2017, but Revolution has managed to secure some advance “behind the scenes” snapshots – and we can’t wait to see more!