From the Conquest of Space
to the Digital Age
75 Years of Innovation in Watch Straps (1950–2024)
Seventy-five years in which the strap ceased to be a detail and became a protagonist. From leather to ballistic nylon that touched the Moon, to medical silicone that measures heart rate: this is the story of an accessory that has spanned every era, leaving its mark.
Index- Post-War
- Space Race
- Quartz Crisis
- Luxury Sports
- Smartwatch Era
- Milano Straps
- FAQ
4 Moments that Changed Everything
1962James Bond NATOSean Connery in Dr. No brings the NATO strap to every wrist in the world. Cinema and watchmaking meet with permanent consequences.
1975Quartz CrisisJapanese quartz devastates the Swiss industry. The Swiss share plummets from 80% to 15% in a decade.
1995Internet RevolutionThe market goes global. The concept of limited edition becomes worldwide and collectors connect for the first time.
2015Apple WatchApple launches the quick-release and gains 13 million customers in the first year. Traditional watchmaking accelerates innovation.
1950 — 1960The Post-War Revival
233%Market growth in the decade €2BMarket value 1960 400%Submariner boom post-Bond 250MUnits produced in 1960The 1950s mark the beginning of the modern era of watchmaking. With new economic prosperity, the watch strap acquires an aesthetic dignity it never had before.
Milanese manufacturers begin experimenting with fine leathers and hand-stitching. Manifattura Lombarda, founded in 1957, brings a sartorial philosophy to watch straps for the first time.
1953 is the year of the Rolex Submariner: the first strap designed specifically for diving. Not a compromise, but a dedicated project.
Milestones- 1953 — Rolex Submariner: the first strap for diving
- 1957 — Manifattura Lombarda is founded in Milan
- 1959 — Hermes introduces the gilded steel buckle on Barenia leathers
- 1962 — James Bond in Dr. No launches the NATO strap worldwide
- +233% — Global market growth between 1950 and 1960
Space Race and the Moon
July 21, 1969 — Houston, We Have a Strap- Material — Ballistic nylon with DuPont flame-retardant treatment
- NASA Test — 1000+ hours in a vacuum chamber simulating space
- Temperatures — Operates from −156°C to +120°C
- Duration — Mission-rated for 14 continuous days
- Watch — Omega Speedmaster Professional, the first on the Moon
The 1960s bring the space race. The strap experiences its golden age: from a practical accessory, it becomes a generational symbol.
NASA doesn't choose a strap by chance — it certifies it after extreme tests. The Omega Speedmaster Professional features a ballistic nylon strap capable of resisting vacuum and extreme temperatures.
In Europe, Italian design experiences its golden moment. Milanese houses experiment with geometric shapes and contrasting stitching that will anticipate the aesthetics of the 1970s.
1970 — 1980The Quartz Crisis
| Indicator | 1970 | 1980 | Change |
|---|---|---|---|
| Swiss market share | 80% | 15% | −81% |
| Japanese market share | 1% | 65% | +6400% |
| Average strap price | €25 | €8 | −68% |
| Synthetic materials as a percentage of total | 10% | 70% | +600% |
The 1970s bring the greatest revolution in watchmaking: Japanese quartz that almost destroyed the Swiss industry. With watches costing a few euros, no one spent on quality leather.
Leather was replaced by mass-produced polyurethane and vinyl. Yet some Italian manufacturers chose to resist, focusing on quality as the only way to differentiate themselves.
A choice that seemed suicidal and would prove to be forward-thinking.
Effects on artisanal straps- Industrial production replaces craftsmanship in over 70% of the market
- Futuristic design prefers synthetic materials and plasticized chrome plating
- The target shifts towards young consumers less loyal to traditional leather
- Resistant Italian manufacturers are perceived as old-fashioned — only to be rediscovered in the 1990s
The Luxury Sports Boom
3500%Luxury Sports growth €1.8BMarket value 1990 154Royal Oak components 2+Years average waiting list The winning formula of the '80s- Sport + Luxury — Audemars Piguet Royal Oak: steel and leather as a status symbol
- Rubber chic — Patek Philippe introduces high-end rubber
- Wall Street effect — the Rolex Day-Date becomes the power strap
- Made in Italy — Lombard manufacturers are back in demand after years of crisis
The 1980s see the rebirth of luxury: sport plus status. The strap does not have to choose between elegance and functionality — it can be both.
The Audemars Piguet Royal Oak revolutionized the concept of pairing case and strap. They cannot be separated: they are a system designed together.
For Italian manufacturers, it's a comeback. Years of silent resistance are rewarded by a new generation seeking artisanal authenticity.
2010 — TodayThe Smartwatch Era
| Year | Smartwatches (units) | Traditional (units) | Smart Share |
|---|---|---|---|
| 2015 | 25 M | 1.2 B | 2% |
| 2018 | 95 M | 950 M | 9% |
| 2020 | 150 M | 800 M | 16% |
| 2024* | 250 M | 700 M | 26% |
On April 24, 2015, Apple Watch changed everything. Not because it destroyed traditional watchmaking — that didn't happen — but because it introduced the concept of the strap as daily customization for a mass audience.
The magnetic quick-release, medical-grade fluoroelastomer, the Milanese Loop: innovations born in Cupertino that traditional manufacturers adopted and re-elaborated.
For quality strap makers, the smartwatch challenge is good news: millions of people have learned that the strap can and should be changed.
Apple Watch — The numbers of the revolution- Day 1 — 1 million pre-orders recorded
- Year 1 — 13 million units sold
- Sport Band — Medical-grade Fluoroelastomer at €49 vs traditional €200+
- Milanese Loop — Infinitely adjustable magnetic closure
- Swiss Impact — Export −3.2% in 2015, first decline since 2009
The Contemporary Legacy
50KStraps produced annually 85Countries served directly 15%Revenue invested in R&D 15Manual steps per strap Frequently Asked QuestionsWhat collectors ask
Smartwatches have introduced universal quick-release, expanded the color palette, and created the concept of an interchangeable "strap collection." Instead of destroying the traditional market, they educated a huge audience on the importance of personalization. The NATO strap appeared in Dr. No (1962) on Sean Connery's wrist. Developed in 1944 for British soldiers, its practical value has remained unchanged: it passes under the case and ensures double security. With watches costing a few euros, consumers were unwilling to spend on leather. The Quartz Crisis brought mass production, synthetic materials, and a young target less interested in craftsmanship. A 1970s strap was often industrially produced with cheap materials. A modern Milano Straps combines traditional craftsmanship — hand-stitching, CITES certified leathers, 15 manual steps — with contemporary innovations. Sources and bibliography Digital archives- Hodinkee.com Archive (2008–2024) — Market analysis and trends
- Apple Press Releases — Apple Watch development and sales data
- Swiss Watch Federation — Export Statistics
- Baselworld Archives — 1990–2024 innovation records
- McKinsey Luxury Report 2020–2024
- Deloitte Swiss Watch Industry 2015–2024
- Euromonitor Wearables Research 2015–2024
Milano Straps Heritage
Where Tradition Meets FutureSeventy-five years of continuous innovation, respect for traditional craftsmanship, and a vision for the future. Every strap carries this history.
"The best strap is the one you never notice, but which makes the watch feel perfect on your wrist."
Last revised: January 2025 · Chapter III of IV · Reading time: 22 minutes
© 2025 Milano Straps — History of the Strap Encyclopedia