In this article, the reasons for Jean Rousseau's prominence as a leading strap manufacturer in the watch industry are highlighted.

In the world of luxury timepieces, the humble watch strap has taken centre stage, thanks to Jean Rousseau, a Paris-based leather-goods maker that made its mark in the US in 2015.

With flagships in Paris, London, Tokyo, and two locations in New York (Manhattan and Brooklyn), Jean Rousseau accommodates custom requests globally. In 2018, Pierre-Louis Follet, now the general manager of the Americas for Jean Rousseau, joined the team at Jean Rousseau's New York salon.

Follet compares watch straps to shoes, stating that changing the strap renews the watch. This personal touch has been a key factor in the brand's rise. By 2023, luxury watch straps, especially bespoke ones, were booming.

Custom orders for Jean Rousseau's watch straps take four to six weeks to produce, with the brand's production facility located in the Brooklyn outpost. The prices for custom watch straps range from $200 to $2,000, depending on the complexity of the design.

More than 50% of Jean Rousseau's New York orders are custom. The range of strap options includes classic alligator, exotic stingray, vegan pineapple fiber, and various colours for custom stitching, laser engraving, and scent infusions.

One notable client is Mike Nouveau, known as the King of WatchTok, who ordered a custom green alligator strap for a vintage Cartier from Jean Rousseau. Nouveau's video documenting his strap customization experience at Jean Rousseau received over 15 million views, making it his most-watched video.

Vintage dealer Eric Wind stated that in the past, matte leathers such as taupe, black, and more understated colours were preferred. However, the trend has shifted towards more vibrant and personalised options.

Jean Rousseau partners with a nomad artisan for pop-up events across the country, offering video consultations and in-person sessions for custom requests. In the U.S., clients can also visit authorized dealers like Bellusso in Las Vegas, Zadok Jewelers in Houston, and C.D. Peacock in Oak Brook, Ill.

As the brand continues to grow, with an increase in headcount, it's clear that the demand for custom watch straps is here to stay. The future of luxury timepieces may just lie in the hands of the strap.

In this article, the reasons for Jean Rousseau's prominence as a leading strap manufacturer in the watch industry are highlighted.