Our Story

Overview

Steel Reef began as a university‑side project to solve a simple yet annoying problem: the lack of micro‑adjustability on a Tudor Black Bay 58 bracelet. That personal challenge became a mission to bring OEM‑level aftermarket innovations to enthusiasts worldwide. Today the brand serves collectors globally while staying true to its roots in Nottingham.

Content

Steel Reef was founded in 2020 by Gabriel Drogon, then a university student. Frustrated by the lack of fine adjustment on his Black Bay 58, he designed a micro‑adjustment link that seamlessly blended practicality with style.

The invention—now known as On The Fly—won praise for its elegant engineering and sparked the idea to build a company that would engineer “the extraordinary” for watch enthusiasts.

What began as one student’s passion quickly evolved into a mission to develop high‑quality aftermarket innovations. Steel Reef continues to push boundaries by combining precision engineering with design excellence, aiming to elevate the watch‑wearing experience for collectors and enthusiasts alike. Operating from its head office in Nottingham’s creative district, Hockley, the company still works in‑house on every product and campaign. Along the way, Steel Reef has maintained its community focus—many ideas come from watch enthusiasts themselves, and the brand invites customers to participate in its product development journey.