How NDC Straps Landed a Role in Brad Pitts New Film?
In an age where brands spend eye watering sums chasing celebrity endorsements and product placements, the story of how NDC Straps found its way into a major Hollywood production is refreshingly different. There were no agents involved. No sponsorship deals. No carefully orchestrated marketing campaign.
Instead, it all began with a watch strap that had been sitting on someone's wrist for years. That strap would eventually make its way onto the wrist of Brad Pitt in The Heart of the Beast, the upcoming survival thriller directed by David Ayer and starring Brad Pitt.
For NDC founder Jacko, it remains one of the most unexpected chapters in the brand's history.
An Unexpected Email
The story started in February 2025 when Jacko received an email from Auckland, New Zealand. The sender was a costume buyer working on an international military themed film. Attached to the message was a photograph of a heavily worn NDC NATO strap and a request for four identical examples.
There was just one problem. The strap wasn't a current product. In fact, it hadn't been available for years. "It was a product that I did some time ago," Jacko explained. "I had to scramble around and find them because I wasn't selling them at that point."
At the time, Jacko had no idea why the straps were needed or who would be wearing them. The production team could only reveal that the project was an international military themed film. Strict non disclosure agreements prevented them from saying anything more. What he would later discover made the request far more interesting.
No Product Placement Required
What makes the story so remarkable is that NDC's appearance in the film wasn't planned. There was no partnership between the brand and the production. No placement agreement. No discussion about supplying straps to a Hollywood movie.
The strap at the centre of the story had actually been purchased years earlier by Owen Thornton, (@kammoman), who wore it regularly and appreciated it for what it was. By pure chance, it caught the eye of Owens friend, David Ayer, the film's director, who apparently insisted that he wanted that exact strap and watch for the production.
Rather than sourcing something similar, the production team set about tracking down the original. That search eventually led them to Jacko. Suddenly, a strap that hadn't been produced for years was needed in quantity and needed quickly.
Back to the Beginning
The strap itself has an interesting history. Long before today's explosion of military inspired elastic straps, NDC was producing NATO straps that stood apart from the crowd. Rather than using traditional military webbing, these early models were made from a premium seatbelt style weave that offered a softer, more refined feel while retaining a rugged aesthetic.
The example seen by the production team was one of those original straps. Years of wear had faded and softened it, creating the sort of patina that collectors love and that costume departments often spend considerable effort trying to recreate artificially.
This one, however, was entirely genuine.
Finding Four Needles in a Haystack
When the request arrived, Jacko didn't have stock sitting on shelves waiting to ship. In fact, he wasn't actively selling the straps at all. That left him digging through old boxes, drawers and forgotten storage looking for any surviving examples.
Incredibly, he found four. Exactly the number the production team needed. The costume buyer immediately secured them and arranged urgent shipment to New Zealand. Within days, the straps were on their way across the world in time for a crucial costume fitting. What seemed like a curious request at the time was about to become something much bigger.
Brad Pitt, a Rolex Submariner and Four Forgotten NDC Straps
The production team remained tight lipped throughout the process. Jacko knew the straps were needed for a lead actor's fitting, but little else. Only later did the full story emerge. The lead actor was Brad Pitt.
Even now, it's a revelation that feels slightly surreal. The final confirmation arrived recently when the costume buyer contacted Jacko to confirm that the straps supplied by NDC had indeed been used in the finished production.
A Rolex Submariner and an NDC Strap
For watch enthusiasts, the details become even more interesting. Pitt's character wears a classic Rolex Submariner throughout the film, paired with the vintage NDC NATO strap supplied by Jacko. According to him, the watch appears to be a traditional two line Submariner, a fitting choice for a story centred around a former Special Forces operator.
Why the Submariner and Waltham Compass Matter
The choice of watch and accessories in The Heart of the Beast is particularly interesting because both the Rolex Submariner and the Waltham Compass have genuine military credentials.
The Rolex Submariner's association with military service dates back to the 1950s, when its robust construction, exceptional legibility and water resistance made it a favourite among professional divers and military personnel alike. While Rolex was never an official supplier to the British Ministry of Defence, Submariners found their way onto the wrists of countless servicemen, including members of the Special Boat Service (SBS). The legendary Military Submariners, or "MilSubs" as collectors know them, have since become some of the most sought-after military watches ever produced, regularly commanding six-figure sums at auction.
Alongside the Submariner sits another icon of military kit: the Waltham Compass. Originally developed during the Vietnam War, the compact wrist-mounted compass allowed soldiers to navigate while keeping both hands free. It became popular with US Special Forces and reconnaissance units operating deep behind enemy lines, where reliability and simplicity could mean the difference between life and death.
Owen reveals the Rolex Submariner and Waltham compass on the NDC strap that was replicated.
Together, the Submariner and Waltham Compass represent more than just accessories. They are symbols of military history, adventure and survival, making them a fitting choice for a film centred around a former Special Forces operator battling the wilderness.
The pairing feels entirely authentic. NDC has long been associated with military watch collecting circles and has earned a reputation among enthusiasts who value genuine military provenance over manufactured marketing stories. Jacko himself is well known within the community, particularly among collectors of issued British military watches.
That authenticity is ultimately what attracted the production team. Not branding, not advertising, not sponsorship. Just Authenticity.
Why the Production Team Chose an Authentic Military Watch Strap
The Heart of the Beast is based on a true story and follows a former US Special Forces operative and his dog as they battle for survival in the Alaskan wilderness following a plane crash. It's the kind of film where every detail matters.
The clothing, the equipment and, for those of us paying attention, the watch. Choosing a strap with genuine history rather than a generic prop was entirely in keeping with that approach.
An Ending Nobody Could Have Written
The best watch stories are often the ones nobody could have planned. A strap purchased years ago by a costume supplier catches the eye of a Hollywood director. The production team tracks down the original maker. Four forgotten examples are unearthed from storage and shipped halfway around the world.
Months later, they appear on the wrist of one of the biggest movie stars on the planet. The fact that the story only came to light after an Instagram comment questioned the identity of the strap somehow makes it even better.
For NDC Straps, the road to Hollywood wasn't built on marketing budgets or celebrity partnerships. It was built on authenticity.
And in today's watch industry, that might be the most remarkable part of the story. It was Brad Pitt.
The confirmation arrived recently. The costume buyer got back in touch and finally confirmed what Jacko had suspected. The NDC straps he had dug out from storage had indeed been used in the finished production. Even better, they were paired with one of the most recognisable military-adjacent watches ever made. A Rolex Submariner.
According to Jacko, Pitt’s character wears a classic two-line Submariner throughout the film, with a Waltham compass on the vintage NDC strap providing the finishing touch to the character’s military-inspired appearance.
For watch enthusiasts, that’s the kind of detail that immediately catches the eye.
Among military watch collectors, NDC Straps have long been regarded as one of the most authentic NATO strap makers in the industry.
The Heart of the Beast, is based on a true story and follows a former US Special Forces operative and his military dog after surviving a plane crash in the Alaskan wilderness. The military connection perhaps makes the choice of NDC even more fitting.