I Made the MOST HATED Watch Product

In the past year, those who have tried the Zero-Pass strap have overwhelmingly had positive feedback, but there also has been plenty of hate from the trolls, so let's talk about it, all the changes we've made in that year, and some new variants we are launching in year 2.

To receive a free v1.0 strap:

3. Just pay shipping ($5 in the US)
valid while supplies last, all rights reserved.

[WristwatchRevival]

I've had a zero pass since they came out, put one on my 5513 and one on my Speedmaster and I haven't taken them off since.

[MarketingGuy]

Max: "How I Made the MOST HATED Watch Product"
Hublot: "Am I a joke to you!?"

[donniedarko]

The funniest part about all of this is that if you don’t want to get this strap, it takes zero effort on your part to just not get one & not to watch these videos 😂

[edteachr]

I commute 30 km to work by bicycle every day and love my nato straps. I like the fact that it separates the watch from my sweaty wrist. It takes me only a few seconds to wash the strap while my watch stays largely sweat free. I have a 7.5” wrist and the length of natos suits my wrist particularly well without that awkward-looking fold-over.

I also appreciate the alternative that the zero pass provides as it allows the functionality of a nylon strap without the bulk that many people dislike. At risk of being termed ‘a hater’, the zero-pass design is hardly new. For example, I bought a velcro ‘astronaut strap’ a number of years ago for my Bulova Lunar Pilot which has a zero-pass application, but with a velcro-type attachment. It is very useful to wear over a garment when it is cold and I am cycling with gloves.

Nonetheless, I love the new zero-pass designs, particularly with the leather keeper. 😊

[Post_Leako]

I'm reminded of a comment YoureTerrific made once about people in the community taking watches too seriously when most of them are used for soldier cosplay. Haters are always ridiculous.

[matthewgreen]

Id love it if these could be stocked in the UK. The shipping really has been the only thing preventing me from ordering some

[edouble]

Single pass is CLEAN. Never cared for the overkill/harware on the regular natos.

[myleswillis]

It’s really good for the people with Garmin Fenix and Epic who want to wear a nato but also get the Opitcal Heart Rate Data from the back of their watch. People have been cutting holes in their straps for years

[yelyl]

I just received mine and I'm absolutely loving it. First, it's really comfortable to wear. It's actually the most comfortable strap I've ever worn. Second, the fit on my watches are perfect. It keeps the watch in place and the watch doesn't move around even if the strap is not tightly worn. I've been wearing nato straps for years and in order to keep the watch from moving around as you wear it all day, you have to wear it really tight which is quite uncomfortable. If you loosen it a bit to have a more comfortable fit, you end up having to constantly adjust the position of your watch as it keeps moving around as you move your arms through the day. That's absolutely not an issue with this zero pass straps. You don't have to wear it very tight to keep the watch in place. That's why it's so comfortable to wear. And third, it looks so much better as the watch fits perfectly on your wrist since there's no more additional material between your watch and your wrist.

I also bought the leather one and it's actually my favorite. The weight of the leather is perfect. Just exactly the right amount of thickness. And the lucky green color looks absolutely beautiful with my Seiko Alpinist.

The grey nylon also matches perfectly with my Bulova Lunar Pilot.

Shipping to my country was a bit of a hassle but it's definitely all worth it and I'm absolutely happy with my purchase.

Thank you for releasing this product to the world. 😊 Looks like I won't be using any of my standard nato straps anymore. And I own a bunch of them, both nylon and leather.

[JoshSweet]

Bracelets are less likely to lose or break spring bars because the end link is a piece of metal reinforcing the entire length of the spring bar.
The amount of force/pressure is significantly higher and needs to be concentrated at the very end of the spring bar connection in order to compromise it……

[exp]

How common are spring bar failures anyway? Especially on higher quality watches?

[shaunpatrick]

I have a watch with fixed bars, and I use velcro straps on it. They fold back on themselves after passing over the bar, so there's no extra height beneath the watch, and there's no extra bulk pushed through keepers on the outer side of the wrist like at 4:44. The only problem is that there are very few colour options and only one material, but at least they're very cheap. I'm sure an enterprising designer could make them better.

[tizombie]

Max you are a sincere and genuinely good dude. I appreciate your content and admire you for launching a company with a new vision.

[BlueCuddlefish]

I typically run natos for their function. I actually lost my first SKX due to a pin failure while hiking, and it fell off a wooden suspension bridge in BC and now i'm a little paranoid. Also, the quick change is nice when you're on vacation, so you dont need to always bring a watch tool.

I do run one of zero pass straps on my smart watch cause they require the sensor to be exposed anyway, and its an excuse to replace it if and when i lose or damage it. I find natos or fabrics materials to be very comfort.

[ghariyaan]

Love the concept, love the actual strap, love the wearing experience, I wish more people would give the Zero Pass straps a shot! You might be surprised by how much you like them. (Disclosure: Max is a friend, I own multiple Zero Pass straps I've happily worn on multiple 20mm/22mm watches)

[leonghk]

Great idea! personally i dont wear the nato for its "added protection", its only for the aesthetics. So definitely liking this strap.

[ericsherer]

With a 8.75 wrist, I wear a few NATO s because of the length vs the cost of custom 2pc straps. Definitely would like to try one of the ribbed types. Congratulations on moving forward to a V2 !

[dejn]

Not a hater. I'd go for a single pass strap for a watch with a not perfectly flat case back. It's why i like regular nato, it puts a layer of cloth against the saphire glass which can get uncomfortable.

[justinjrr]

Thanks. The round keepers on the V1 drove me crazy on certain watch pairings. Also, I just realized how huge this is for the FXD - all upside with little to no trade off.

[bendanielgreep]

You show Sean Connery’s famous Rolex at @1:12 as a NATO but it was a single pass strap provided by a member of the production team, and not a NATO strap at all