About Us


StrapsCo was founded in 2012 by a die-hard watch enthusiast named Martin who owned a Breitling Navitimer.

Martin wore his beloved Navitimer every day, until the strap began to show signs of wear. As the strap’s condition faded, so did Martin’s excitement for his favorite watch.

To give new life to his watch, Martin decided it was time for a new strap. As he searched for a suitable replacement, he discovered that OEM straps cost hundreds of dollars, and more affordable options were difficult to find.

Convinced that there had to be a way to provide quality watch bands for a reasonable price, Martin approached a few manufacturers. Before long, he found himself choosing materials and making samples, with his newly-strapped Breitling Navitimer resting happily on his wrist.

And thus began StrapsCo’s journey.

Strapsco Breitling Navitimer Leather Strap


StrapsCo is a family-run business where we love what we do.

Shortly after StrapsCo’s launch, Martin’s wife Alicia joined him. Five years later, in 2017, the company welcomed Alicia’s brother Josh, who brought with him a passion for the latest tech, paving our way into the world of smartwatches.

From our humble beginnings, working from a concrete storage locker in the basement of Martin and Alicia’s apartment building, to the 7,500 sq. warehouse where we operate from today, we have come a long way.

While each member of our family continues to wear many hats, we have joined forces with an incredible team who have made it possible for us to scale and grow to where we are today.

StrapsCo Family


From day one, our goal has always been to provide the best selection of watch bands at a reasonable price.

We believe that every watch — no matter its size, shape, or design — has a story to tell, and it is the strap that pulls it all together.

Changing straps is certainly more economical than buying several watches. Whether you’re looking to get more than one look out of your classic watch or smartwatch, or you simply want to show some love to an old time piece, we are devoted to making that experience as enjoyable and gratifying as possible.

Visit our size and installation guides for any technical information you may need, and be sure to check out our blog for news and other exciting articles about all-things watches.

We’ve come together to share our watch passion.

Welcome to the StrapsCo family!

StrapsCo Straps Pile