In the world of horology, building a respected brand takes years—sometimes decades. Yet, Swedish watch strap specialist Wristbuddys has defied expectations, rising from a 2020 startup to a formidable competitor in just four years. With a rapidly expanding product range and surging sales, the company is now positioning itself alongside industry giants like Horus and Everest.
Over the past year alone, Wristbuddys’ monthly sales have nearly quadrupled, a testament to its growing reputation for quality, affordability, and versatility. The brand’s success is partly attributed to its strategic production partnerships—sharing facilities with some of the biggest names in the business—and its ability to craft precision straps for iconic timepieces.
Expanding Range: Straps for Iconic Watches
A key factor in Wristbuddys’ rise has been its development of custom moulds, allowing it to create straps for some of the most sought-after watches on the market. Here’s a closer look at some of their standout offerings:
FKM Rubber Strap for Rolex – £89
Designed to fit multiple Rolex models—including the Daytona, Submariner, and GMT-Master II—this sleek black FKM rubber strap features a universal curved end that accommodates over a dozen references. Priced at £89, it offers a more flexible alternative to Rolex’s proprietary Oysterflex strap while maintaining a minimalist, monochromatic aesthetic.
Premium Curved FKM Rubber Strap for Omega Speedmaster – £55
Available in vibrant hues like yellow, orange, red, black, and dark grey, this strap stands out with its faux fabric texture and stitching, adding depth to its design. The bold color options allow Speedmaster owners to personalize their timepieces while maintaining the watch’s sporty heritage.
FKM Rubber Strap for Tissot PRX – £59
Though Tissot may not carry the same prestige as Rolex or Omega, the PRX has become a breakout hit in recent years. Wristbuddys’ integrated-style rubber strap—available in olive green, black, orange, blue, ice blue, and white—provides a rare alternative to the original bracelet, offering wearers a fresh way to customize their PRX.
Curved Rubber FKM Strap for MoonSwatch – £45
Perhaps the product that catapulted Wristbuddys into the spotlight, this strap was designed as a direct upgrade to the Swatch x Omega MoonSwatch’s notoriously flimsy original band. The brightly colored, curved rubber strap became an instant hit among collectors, offering both durability and style at an accessible £45 price point.
What’s Next for Wristbuddys?
While many of the brand’s straps are tailored to specific models, they also fit a wide range of watches, including Zenith and Tudor. In fact, Wristbuddys has teased upcoming collections dedicated to Tudor, as well as projects for the Omega Seamaster 300 and Swatch x Blancpain Fifty Fathoms.
With its aggressive expansion, competitive pricing, and commitment to quality, Wristbuddys is proving that even in a traditional industry, innovation and speed can disrupt the status quo. Watch enthusiasts should keep an eye on this rising star—its next move could redefine the aftermarket strap game.
