ABOUT STEEL REEF
ABOUT STEEL REEF
ENGINEERING THE EXTRAORDINARY FOR WATCH ENTHUSIASTS
BORN OF A PERSONAL WANT YESTERDAY
SERVING THOUSANDS GLOBALLY TODAY
Steel Reef was founded in 2020 by Gabriel Drogon, who, as a university student, set out to solve a simple yet frustrating problem— the lack of micro-adjustment on the Black Bay 58. His innovative solution, now known as "On The Fly," seamlessly combined practicality with style, earning widespread acclaim.
What started as a personal pursuit quickly evolved into a greater mission: to engineer the highest-quality innovations for luxury timepieces. Today, Steel Reef continues to push the boundaries of design and functionality, elevating the watch-wearing experience for collectors and enthusiasts alike.
The same mission
With new faces
Operating from our head office in Nottingham’s creative district, Hockley, Gabriel and Rohan (Chief Marketing Officer) work in-house to develop every product and campaign.
Their collaborative approach ensures Steel Reef remains true to its roots: combining passion, innovation, and precision to craft accessories that elevate the ownership experience of luxury timepieces.
A two-part philosophy
BEHIND OUR NAME
"Steel" represents our commitment to OEM-level precision engineering. We firmly believe that any part designed to enhance a watch should meet the same high standards of machining, materials, and tolerances as the original.
That’s why we use premium 316L and 904L stainless steel—the same trusted by the world’s top watch brands—and machine to tolerances of 0.02mm, one-fifth the width of a human hair. This reflects our dedication to creating solutions for older models and even newer watches lacking modern functionality.
"Reef" represents collaboration and innovation, where watch enthusiasts help shape the future. Many of our products, like SwiftLink, began as customer ideas—some even helped fund development.
Our first creation, the "On The Fly" extension link for the Black Bay 58, remains a bestseller. Today, we craft instant-adjustment links for 300+ million watches, including Rolex, Tudor, Zenith, and Grand Seiko.
Beyond upgrades, we’re pushing boundaries with projects like Project Archetype, a watch designed entirely with community input. At Steel Reef, enthusiasts don’t just wear innovation—they create it.
From our base in Hockley, Nottingham, we continue to innovate and collaborate, ensuring every product reflects the passion and precision that drive us. Customers can even submit their ideas directly through our site, and we’re constantly exploring new projects to push boundaries and bring fresh ideas to life.
Steel Reef is more than a brand—it’s a movement, a hub for creativity and collaboration in the world of luxury timepieces.