Off the Cuff: Artem Sailcloth Straps

Two gentlemen from Adelaide went on a quest to create the best sailcloth watch bands on the market. The result? Artem Straps. Rumour has it that aside from the practical concerns of durability and comfort, the creators considered how the material interacted with light, how it felt when you passed over it with your fingers. Sounds like something an artist might do. I wonder where they got the name?