The subject of watches is a complex one – the right colour, size and style for a particular event, look or outfit. The options are endless, and subsequently can be expensive. On this note, may I introduce South Lane Watches.

South Lane of Stockholm were founded in 2011 with a name inspired by the trendsetting ‘Södermalm’ district of Sweden’s classic capital city. The crux of the brand’s aesthetic is clean and simple but with a touch of flair.

I discovered South Lane via a Google search for ‘nato straps’ – and was instantly drawn to their clean, simple designs. Watches start from an incredibly low €115 (roughly £100 or $150), but don’t let this put you off – the build quality, weight and overall feel are excellent.

The pièce de résistance for me though, is the interchangeable straps. South Lane offer watches with a black or white face – and a whole range of different coloured straps at €19 each. From a smart New York dark blue colour to a more preppy Bueno Aires blue and white strap. This essentially gives you licence to easily match your outfit with your chosen colour – simple, yet effective and for minimal expense.

South-Lane.com