Rubber straps for luxury watches have grown in popularity. This report analyzed social media conversations from December 28th to January 10th. It found that discussions of rubber straps comprised over 2% of conversations about luxury watches. While traditionally seen as less prestigious than other materials, many brands are now offering rubber strap options. The report also notes the growth of aftermarket rubber strap companies catering to luxury watches.

1. THE RISE OF RUBBER:
HOW LUXURY BRANDS
HAVE WARMED TO
THE NEW STRAP
ON THE BLOCK
28th December 2016 - 10th December 2016

2. TABLE OF CONTENTS:
INTRODUCTION.........................................03
SNAPSHOT OF THE PERIOD
TrendingTopics...........................................05
Volume of Conversations......................07
ANALYZING THE SOCIAL BUZZ
Among Influencers...................................10
Beyond Influencers....................................12
THE BACKGROUND...................................13
BEHIND THE TREND.................................16
READ THE TREND.....................................21
THE METHOD...............................................22
THE FOUNDATION’S MISSION...........23

3. INTRODUCTION
This series of trend reports are a collaboration
between London-based agency RE-UP and
the Fondation de la Haute Horlogerie. They
will look back over the past two weeks and
discover what’s been ‘trending’ online.
We aim to discover which watches, stories
and industrial developments in the world of
horology gain the most amount of coverage
on the digital sphere - uncovering why these
trends are important.

4. SNAPSHOT
OF THE PERIOD

5. TRENDING TOPICS AND STORIES
BETWEEN DECEMBER 28 TO JANUARY 10
Percentage of conversations on luxury watches penetrated by the topic
It’s the build up to SIHH 2017
Omega announced a limited edition
Speedmaster Speedy Tuesday through
Instagram this week
Jean-Claude Biver has taken over as
CEO of Zenith
Rubber Straps are becoming increasingly
popular with Fine Watchmakers
Cartier De Cartier Earth and Moon Tourbillon is
back into the news
5.24%
2.92%
2.40%
2.17%
1.20%

6. #1 #2 #3 #4 #5

7. VOLUME OF CONVERSATIONS
ON HIGH-END WATCHES

8. ANALYSING
THE SOCIAL BUZZ OF
THE RUBBER STRAPS

10. Among Influencers
3.30%
Penetration of conversations
by Rubber strap in Swiss
watch related conversations
35.29%
Decrease of Rubber strap
mentions against the previous
two weeks

11. “Jean-Claude Biver took the up the concept of
the rubber strap and applied it across all the
brand’s (Hublot) models (making it the brand’s
DNA), thus creating an instantly recognisable
design with new materials.”
- Jonas Hoffman & Laurent LeCamp, Independent Luxury:
The Four Innovation Strategies To Endure The Consolidation Jungle

12. Beyond Influencers
1,357
All online mentions of
Rubber strap.
6.18%
Increase of Rubber strap
mentions against the previous
two weeks
23.29%
Of mentions of Rubber strap in
relation to watches

13. THE BACKGROUND
Most modern versions of sports watches, such as
Vacheron Constantin’s new Overseas collection and the
Hublot Big Bang have quick strap replacement systems.
These watches usually have a huge number of different
straps, which gives that massive appeal as they can be
worn for every type of event.
In the past couple of weeks, several Fine Watchmakers
have released iconic watches with rubber straps:
Tag Heuer Carrera Heuer-01 in Matt Black, The HYT H1
Ghost and the Zenith El Primero Tourbillon Skeleton
Intense Black.

14. @go_bam

15. When it comes to watch straps, rubber has traditionally
been seen as the bottom of the pile. However, with more
and more brands taking notice of this trend people
are starting to realise that these straps are simply for a
different occasion rather than below their leather, nato
or metal counterparts.
With SIHH just around the corner, expect to see more
brands adding rubber strapped watches into their
collections.

16. BEHIND
THE TREND

17. Whilst some brands have been completely comfortable
putting rubber straps on their watches, other brands,
such as Rolex, haven’t quite warmed to it.
Proof on this trend however, comes with companies such
as Rubber B and Everest Bands, that sell luxury rubber
straps for Rolexes and beyond.
Several companies like these have popped up over the
past couple of years are brands and consumers alike are
realising the potential of a rubber strap.

18. @etheoneandonly

19. Gone are the days of rubber straps being
uncomfortable and easy to snap. The straps sold
by Rubber B are made of a special carbon-injected
caoutchouc that is treated for feel, flexibility and
duration. Also, at a minimum price of $240, they are
most definitely not below other types of straps
in price - or quality.
With the watch industry currently trying to move into
new, younger markets it comes as no surprise that they
are trying to change the way in which the watches are
built. The world is breeding a generation of travellers
that have a need for durability within their watches.

20. @thewatchmarketofficial

21. Ulysse Nardin –
Racing for victory
Presenting the Hublot Big Bang
Ferrari, complete with a
rubber strap
Breitling –
A matter of survival
A watch made for adventurers
with a strap as versatile as the
dial (and it’s rubber)
READ THE TREND

22. THE METHOD
We use two key social listening tools to gather the raw
data we have analysed for this report.
The first, an in-house bespoke database of 2000+
influencers and online sources within luxury and
watches - with the ability to gather insight into six
month’s worth of online buzz.
The second, a social (and media) listening tool that
looks at multiple keywords. This allows us to measure
and examine all online conversations over a set period.

23. THE
FOUNDATION’S
MISSION

24. The mechanical watch is a wonderful instrument and
the guardian of craftsmanship, creativity
and of course, time.
Our objective here at the Fondation de la Haute
Horlogerie, is to take our wealth of expertise into
the world through our four missions: to inform, train,
recognise and organise.
Since 2005, we have promoted values of excellence and
tradition within an organisation that has the support of
many Fine Watchmaking brands.

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