Hook & Gaff recently sent out a lighthearted newsletter featuring an April Fools' Day prank regarding their product direction. The brand teased the launch of their first-ever smartwatch, claiming it would feature incoming calls, text notifications, and email alerts. However, they quickly revealed the announcement was a joke, stating they intend to stick to building traditional watches that help wearers disconnect. The newsletter transitioned from the prank to highlighting "Fan Favorites" from their current collection. Featured items include the King Tide watch with a white and blue dial, priced at $625.00. They also showcased a 22mm Rubber Dive Strap available for $85.00, which is compatible with several models including the Sportfisher, Sportfisher Moonphase, King Tide, Golf, Field, and Diver series.