Being a watch collector, Yanto realizes the lack of diversity in watch strap choices, be it in terms of material, color, or design, especially in Indonesia. Starting from his hobby to explore and collect watch straps made of different materials, Yanto founded STRAPS in 2011. In line with its slogan, "Design Your Watch", STRAPS was built to help every watch user find the right watch strap for them, especially in terms of quality, while still paying attention to comfort and aesthetics. To complement and balance their watches, STRAPS then started making leather bracelets as well. In 2014, answering the demands of the market, STRAPS opened up its first store in Pacific Place. Now you can find STRAPS products across major cities in Indonesia and South East Asia.