Before I start a short disclaimer - as I generally change watches daily and have on average around double or more straps than watches, none of my straps these days get continuously worn, so I really cannot make definitive statements on their longevity.
Here are some I use with a few comments:
- Delugs: They have both ready to wear as well as custom straps and offer several nice features. The straps are supple right out of the box and very comfortable to wear. They also offer straps for a lot of the proprietary attachment mechanism (be that Cartier, VC, Tissot…) and often go to quite some lengths to make them fit as well as the OEM ones. Decent value, too.
- ABP: for a long time my go to strap supplier. They offer possibly the widest range of leathers (I even have a strap from them from chicken leg leather - sadly no recent pictures) and they used to have a nice online configurator, where you could do all the details. Here I have had some straps for 9 or more years and they have held up very well. Not as supple out of the box as some others (Delugs, Straps_by_JB…) but also not requiring a very long breaking in. On the more expensive side but I would say still good value in most materials. And full piece of mind in terms of sourcing for the more exotic leathers.


- Jean Rousseau Paris: do not have that many of theirs but they are by and large nice. Back in the old days they did not have a fully fledged configurator but this could have changed. Practical, good leather selection and many seem to last well.

- Bosphorus Straps: a more robust look and I can imagine them lasting quite a while (have had mine for many years but they do not get that much wear). Some are supple from the get go but the more traditional ones need quite some breaking in. I believe they do many PAM straps, too.
- Straps_by_JB: have recently gotten quite some from here and am very happy. Too early to comment on longevity but they look nice, are supple right out of the box and it’s easy to interact with the owner. For some he will come up with much better ideas than I could have thought off and there is a good selection of non-leather materials, too 👌🏻👍🏻
- HandDN Handmade: strap maker from Da Nang in Vietnam. Have been very happy with these, very comfortable out of the box and willing to entertain also more outlandish demands (like leather for a G-Shock).
- Brusnitsyn: good selection of materials and very responsive to wishes. Supple and seemingly long lasting. Not sure how ordering and payment would work nowadays, as based in St. Petersburg 🤷🏻♂️


- Rix Straps: can do very exotic stuff, like the Birch strap below. I only have the one and like with the one above payment and shipment might be more of a challenge nowadays (based in Russia).
- Aaron Bespoke: a great place for a broad selection of cashmere. They of course also do leather but I only have cashmere straps from them. They look lovely, are done to a very high standard but take ages to break in and remain hard even seven or eight years after purchase. Someone wearing them more on a daily basis should comment here on whether they then break in faster. Certainly look very nice!

- Vario Straps: here I likewise only have wooly ones. Pleasant and easy to wear out of the box - i.e. start off a lot suppler than Aaron Bespoke. But I believe you can only get these ‘off the rack’ - meaning little personalization as far as I know.

- Fears / Romney Marsh Wools: again a wooly one - great fun and easy to wear right out of the box. Again no personalization AFAIK.
- Strap Bandits: I have quite some of their cashmere and cloth straps but they do a lot more than that. Supple and easy / ready to wear, and they seem to last well, too. Have enjoyed these a lot over the years.
So that’s a start 😊