Is that the original strap ?
Their current configurator shows different color options for specific models. I imagine something similar could be on store for their TAG Heuer offerings.
https://www.bamfordwatchdepartment.com/?page_id=426&vpc-pid=480
Definitely an aftermarket strap, original is currently off it.
Also got out its partner today, the Carrera 6. Dial and details of this one are perfect.