StrapsCo
StrapsCo is an online retailer of watch bands and straps.
Last updated September 2, 2026
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Overview
StrapsCo is an online retailer of watch bands and straps. It was founded in 2012 by Martin, a watch enthusiast. The company offers a wide variety of straps for both classic and smartwatches, and is known for its affordable luxury positioning.
History
StrapsCo was founded in 2012 by Martin, a watch enthusiast who owned a Breitling Navitimer. After struggling to find an affordable replacement strap, he decided to create his own. The company started in a concrete storage locker and has grown to a 7,500 sq. warehouse. It is a family-run business, with Martin's wife Alicia joining shortly after launch, and her brother Josh joining in 2017.
Products and positioning
Affordable Luxury
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