StrapsCo
StrapsCo is a bootstrapped direct-to-consumer e-commerce retailer selling aftermarket watch bands, straps, and watch parts across 500,000+ SKUs for smartwatch ecosystems (Apple, Garmin, Fitbit, Samsung, Google Pixel) and classic luxury timepieces. It serves individual watch enthusiasts globally via its own website with no subscription model.
- Company typePrivate
- Founded2015
- HeadquartersMontreal, Canada
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What StrapsCo does
StrapsCo is a direct-to-consumer e-commerce retailer specializing in aftermarket watch bands, straps, and watch parts for both classic timepieces and smartwatches. Operating since approximately 2014-2015 as a privately held company under the legal entity Delaware 74105 Ventures Inc, StrapsCo maintains a catalog of 500,000+ SKUs covering virtually every major smartwatch ecosystem (Apple Watch, Garmin, Fitbit, Samsung Galaxy Watch, Google Pixel Watch) and aftermarket bands styled after luxury watch brands (Rolex, Omega, Seiko, Breitling, TAG Heuer, Panerai, Cartier, IWC). The company operates exclusively through its own website at strapsco.com, with no physical retail or third-party marketplace distribution.
The product range spans entry-level silicone and canvas straps priced at $3.85-$14.99, mid-tier leather and rubber bands at $14.99-$24.99, and premium leather, metal mesh, carbon fiber, and titanium bracelets reaching $89.99. Supporting categories include the Dassari premium sub-brand, OEM-style luxury-inspired bands, watch maintenance tools (spring bars, buckles, batteries, link removers), screen protectors, chargers, Apple AirTag cases, and watch storage solutions. Band systems span both tool-free Quick Release and Garmin QuickFit formats. The company differentiates on selection breadth, same-day shipping, 30-day hassle-free returns, a 1-year defect warranty on Garmin bands, and a 4.78 customer rating across 70,000+ buyers.
StrapsCo generates revenue through one-time individual product sales with no subscription component, supported by a Buy 2, Get 1 FREE promotional offer. Customer acquisition is driven by organic social (Instagram, Facebook, TikTok), email newsletters, SMS/text marketing (with US and Canada shipping as primary markets, plus UK and Australia), and a third-party affiliate program via affiliatly.com. The company is bootstrapped with no disclosed external funding, operates with 1-10 employees, and is led by founders Martin Syrovatka and Alicia Gordon. Its WCAG 2.1 Level AA accessibility posture is partially conformant.
StrapsCo firmographics
Firmographics- Name
- StrapsCo
- Legal name
- DELAWARE 74105 VENTURES INC
- Website
- https://strapsco.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- StrapsCo is a bootstrapped direct-to-consumer e-commerce retailer selling aftermarket watch bands, straps, and watch parts across 500,000+ SKUs for smartwatch ecosystems (Apple, Garmin, Fitbit, Samsung, Google Pixel) and classic luxury timepieces. It serves individual watch enthusiasts globally via its own website with no subscription model.
- Ownership category
- akta.pro rank
StrapsCo industry classification
Industry- Product category
- Watch Accessories and Replacement Bands
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Bag & Accessory Components/Hardware (Straps, Buckles, Zippers) (CRAAAJAJ)
- akta.pro secondary industry
- Leather Belts & Straps (CRAKAEAD)
Keywords
Where StrapsCo is headquartered
LocationHeadquarters
- HQ city
- Montreal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
StrapsCo business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Product Sales: StrapsCo generates revenue through direct e-commerce sales of watch bands and straps. Customers purchase individual products at one-time prices with no subscription component. The company offers a Buy 2, Get 1 FREE promotional tier and sells accessories including watch tools, spring bars, buckles, clasps, watch batteries, and link removal tools alongside core products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessory add-ons (adapters, chargers, cases) |
| Unit Pricing | Pay-as-you-go | Standard watch bands (rubber, silicone, canvas) |
| Unit Pricing | Pay-as-you-go | Premium bands (leather, metal, mesh bracelets) |
| Other | Pay-as-you-go | Buy 2, Get 1 FREE promotional tier |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
StrapsCo product offering
Product offeringCore offering
StrapsCo is an online retailer that sells replacement watch bands and straps for both classic/luxury timepieces and smartwatches (Apple, Garmin, Fitbit, Samsung, Google Pixel). The catalog spans over 500,000 SKUs across materials including leather, rubber/silicone, FKM, metal bracelets, sailcloth, and canvas, and extends to OEM-style luxury-brand straps, the Dassari sub-brand, watch repair tools and parts, Apple AirTag cases, screen protectors, chargers, and watch storage solutions. All transactions occur through the direct-to-consumer strapsco.com storefront with same-day shipping and 30-day hassle-free returns.
Product overview
StrapsCo is an e-commerce retailer specializing in watch bands and straps for both classic timepieces and smartwatches. The company offers over 500,000 products across multiple watch brand ecosystems, with dedicated product lines for Apple Watch, Garmin, Fitbit, Samsung, and Google Pixel Watch. The core product offering consists of replacement bands in various materials including leather, rubber/silicone, metal bracelets, canvas, FKM rubber, and specialty straps. The portfolio also includes OEM-style bands inspired by luxury watch brands (Rolex, Omega, Breitling, etc.), the Dassari sub-brand of premium straps, watch band parts and tools, Apple AirTag cases, and general smart watch accessories such as screen protectors and chargers. The business model centers on offering affordable replacement options across a wide range of watch sizes and models with a focus on materials quality, fit compatibility, and variety.
Differentiator
Problem solved
Functional benefit
Products and services
- Watch Bands General replacement watch bands and straps for classic and smartwatches, including leather, rubber, metal, canvas, FKM rubber, sailcloth, and rally strap styles, sold to individual watch owners through the StrapsCo online store.
- Apple Watch Bands Replacement bands compatible with Apple Watch models, including silicone, leather, metal, and sport styles, targeting Apple Watch owners seeking variety and lower-cost alternatives to OEM bands.
- Garmin Watch Bands Watch bands compatible with Garmin devices including Fenix, Forerunner, Venu, Instinct, and Vivoactive families, available in QuickFit and Quick Release variants for Garmin smartwatch owners.
- Fitbit Bands Replacement bands for Fitbit smartwatches and fitness trackers covering Versa, Sense, Charge, Inspire, and Luxe model families, for Fitbit owners seeking third-party band options.
- Samsung Watch Bands Replacement bands for Samsung smartwatches including Galaxy Watch Ultra, Galaxy Watch 8/7/6/5/4/3, Gear S3, and Galaxy Watch Active/Active2, sold to Samsung smartwatch users.
- Google Pixel Watch Bands Replacement bands and accessories for Google Pixel Watch, Pixel Watch 2, and Pixel Watch 3, including active bands, leather straps, canvas straps, screen protectors, chargers, and protective cases for Pixel Watch owners.
- Watch Band Parts & Tools Watch repair and maintenance supplies including spring bars, buckles, clasps, watch batteries, and link removal tools, sold to DIY watch owners and hobbyists performing their own maintenance.
- Apple AirTag Cases Protective cases and accessories for Apple AirTag location trackers, sold to Apple AirTag owners seeking personalization and protection.
- OEM-Style Watch Bands Aftermarket watch bands styled after luxury brand originals including Rolex, Seiko, Omega, MoonSwatch, TAG Heuer, Breitling, Panerai, Cartier, IWC, Luminox, and Blancpain, sold to owners of these classic/luxury timepieces.
- DASSARI Brand Straps Premium third-party watch straps under the Dassari sub-brand, including FKM rubber, leather-FKM hybrid, carbon fiber, and smooth Italian leather options targeting watch enthusiasts seeking higher-end materials.
- Smart Watch Accessories Accessories for smartwatches including screen protectors, chargers, and general smartwatch add-ons compatible with multiple brands, sold to smartwatch owners alongside bands.
- Watch Storage Storage and organization solutions for watches and watch bands, sold to consumers with multiple watches or band collections.
Quantifiable outcome
- 30-day no-hassle returns and exchanges policy
- +1 more outcomes
Companies that use StrapsCo
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
StrapsCo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
StrapsCo partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
StrapsCo competitors and assessment
Company assessmentBroad incumbents
- Casetify: Casetify is a large DTC accessories brand selling Apple Watch bands, AirTag cases, and phone cases. Comparable to StrapsCo in adjacent categories like AirTag cases and premium Apple Watch bands, though Casetify operates at significantly larger scale and broader product scope.
- Hirsch Straps: Hirsch is an established European watch strap manufacturer and brand with a long heritage, serving both retail and wholesale channels globally. Comparable as a premium leather strap brand but operates more broadly as a manufacturer/incumbent rather than a DTC-only specialist like StrapsCo.
Direct peers
- Everest Bands: Everest Bands specializes in premium aftermarket bands for Apple Watch Ultra and Garmin Fenix, occupying a similar premium-tier niche within the smartwatch band category that StrapsCo addresses with its Dassari sub-brand.
- Crown & Buckle: Crown & Buckle is a US-based retailer of premium watch straps with their own in-house designs and brands (e.g., Perlon, leather NATO). Comparable to StrapsCo's Dassari sub-brand strategy of verticalizing into premium tier offerings for enthusiast watch owners.
- Clockwork Synergy: Clockwork Synergy sells Apple Watch and Garmin bands through a direct-to-consumer e-commerce storefront, often offering bundle deals similar to StrapsCo's Buy 2 Get 1 promotion. Comparable in product category, customer segment, and marketing approach.
- Barton Watch Bands: Barton Watch Bands is a direct-to-consumer retailer of watch bands for smartwatches (Apple, Garmin, Fitbit, Samsung) and classic watches. Closely comparable to StrapsCo in product mix, target customer (watch enthusiasts seeking affordable aftermarket bands), and e-commerce-only GTM motion.
- BluShark Straps: BluShark is a DTC retailer focused on NATO and rubber watch straps with strong social media presence (Instagram, TikTok). Comparable to StrapsCo in product positioning and digital marketing-led GTM approach.
- Holben's Watch Band: Holben's is a retailer of replacement watch bands for both classic and smartwatch timepieces with a focus on leather, metal, and rubber straps. Comparable to StrapsCo in product mix and DTC distribution model.
- WatchBandit: WatchBandit is an online retailer specializing in leather, NATO, and rubber watch straps for classic and smartwatches. Comparable to StrapsCo as a direct competitor in the aftermarket watch band space with similar product breadth and DTC positioning.
Emerging players
- Pad & Quill: Pad & Quill makes premium leather Apple Watch bands and other Apple accessories, occupying an adjacent premium-tier niche. Comparable to StrapsCo's higher-end leather offerings (including Dassari) but with a narrower product focus on Apple ecosystem and leather only.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks1 record
Key highlights6 records
Customer concentration
StrapsCo social profiles
Digital presenceStrapsCo compliance and trust
Trust signalCompliance1 record
StrapsCo financial estimates
Financial estimateRevenue estimate
Valuation estimate
StrapsCo leadership team
Management profileNumber of profiles
Profiles2 records
StrapsCo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
StrapsCo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about StrapsCo
What does StrapsCo do?
StrapsCo is an online retailer that sells replacement watch bands and straps for both classic/luxury timepieces and smartwatches (Apple, Garmin, Fitbit, Samsung, Google Pixel). The catalog spans over 500,000 SKUs across materials including leather, rubber/silicone, FKM, metal bracelets, sailcloth, and canvas, and extends to OEM-style luxury-brand straps, the Dassari sub-brand, watch repair tools and parts, Apple AirTag cases, screen protectors, chargers, and watch storage solutions. All transactions occur through the direct-to-consumer strapsco.com storefront with same-day shipping and 30-day hassle-free returns.
Is StrapsCo a public or private company?
StrapsCo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was StrapsCo founded?
StrapsCo was founded in 2015. It employs 1 to 10 people.
Where is StrapsCo based?
StrapsCo is headquartered in Montreal, Canada, in the North America region.
How does StrapsCo make money?
One revenue line is on record: product Sales.
Who are StrapsCo's main competitors?
Broad incumbents on record are Casetify and Hirsch Straps. Direct peers are Everest Bands, Crown & Buckle, Clockwork Synergy, Barton Watch Bands, BluShark Straps, Holben's Watch Band and WatchBandit. Pad & Quill is listed as an emerging player.
Does StrapsCo have an API?
No public API is recorded for StrapsCo.
What industry is StrapsCo in?
StrapsCo's product category is Watch Accessories and Replacement Bands. Its primary akta.pro industry code is CRAAAJAJ, Bag & Accessory Components/Hardware (Straps, Buckles, Zippers), with a secondary code of CRAKAEAD, Leather Belts & Straps. Its NAICS code is 458 and its SIC code is 5600.