Hook + Gaff Watch Company, the South Carolina-based sports-watch maker with a focus on fishing, is transitioning to a direct-to-consumer only business model to be effective starting March 15.

By eliminating its retail footprint, Hook + Gaff said it will cut out the “retail markup,” which means the watch company can offer its customers better value without sacrificing creativity or quality. Moving forward, Hook + Gaff watches will exclusively be sold online for a reduced retail price.

“The transition to a direct-to-consumer business model will allow us to offer our watches at a more affordable price without sacrificing quality,” said Michael Sims, founder of Hook + Gaff Watch Company. “In addition, we will have the opportunity to interact directly with our customers enabling us to build closer relationships with our fans.”