WIS Straps started with a simple idea: build the kind of watch straps that Brandon James Rose wanted to wear himself.
As a longtime watch collector, Brandon had spent years looking for aftermarket straps that offered the right combination of quality, comfort, design, and value. When he couldn't find exactly what he was looking for, he decided to create it himself. What began as a small collection shared with friends and fellow collectors has grown into a global watch strap brand serving enthusiasts around the world.
Today, Brandon leads WIS as Founder and CEO, while remaining deeply involved in product development, innovation, and the watch community that inspired the company in the first place.
From Watch Collector to Founder
Brandon's background spans digital marketing, retail, design, and sales, giving him a unique perspective on both the creative and business sides of building a brand.
But his experience as a collector is what ultimately led to WIS.
He saw an opportunity to create a strap company built by enthusiasts, for enthusiasts—one that focused on the details collectors actually care about. Comfort, materials, fit, design, and the ability to personalize a watch all became central to the WIS philosophy.
That approach continues to influence the company today.
Building Straps Around the Collector
Brandon leads product design, research, and innovation at WIS, working closely with the team to develop new materials, colors, sizes, and styles.
From chemical-free rubber to premium Italian leathers, the goal has always been to create straps that feel as good as they look. The result is a growing collection designed to work across everything from modern sports watches to vintage timepieces.
Brandon is constantly experimenting with new combinations and looking for ways to expand compatibility and give collectors more options.
For him, product development isn't simply about adding another strap to the lineup. It's about asking what collectors are missing and finding a better way to build it.
The Strap Is 70% of the Watch
One philosophy has become central to the way Brandon thinks about watches: the strap is 70% of the watch.
A strap can completely change how a timepiece looks, feels, and wears on the wrist. A vintage watch can take on an entirely different personality with the right color of leather. A modern sports watch can become more casual or more refined simply by changing its strap.
That idea is a major part of what drives WIS.
Rather than viewing straps as an accessory added after the fact, Brandon sees them as an essential part of the watch itself—and an opportunity for collectors to make their timepieces more personal.
Staying Close to the Watch Community
Even as WIS has grown, Brandon remains closely connected to the customers and collectors who helped shape the company.
He's often found talking with customers in the WIS showroom or over the phone, discussing watches, strap combinations, and what enthusiasts are looking for next. Those conversations provide a direct connection to the community and continue to influence everything from new product development to the company's approach to customer experience.
Brandon especially enjoys helping bring new life to vintage watches through unexpected strap combinations.
And if you happen to see him throughout the day, there's a good chance the watch on his wrist has changed since the last time you saw him.
He regularly rotates through different watches and straps multiple times a day, constantly testing new combinations and seeing what works.
From a Small Collection to a Global Brand
What started as a personal passion has grown considerably since those first straps were shared with friends and fellow watch enthusiasts.
Today, WIS serves collectors in more than 70 countries, with thousands of products, a growing network of retail partners and ambassadors, and a showroom and fulfillment operation in Dallas, Texas.
That growth has allowed WIS to expand far beyond its original lineup while maintaining the same enthusiast-driven mindset that inspired the company from the beginning.
Looking Ahead
As Founder and CEO, Brandon continues to lead WIS's long-term growth while remaining hands-on with the products and community at the center of the brand.
Whether he's researching a new material, testing a new strap combination, talking with a customer, or developing the next collection, his focus remains on the same goal that started WIS in the first place: making better watch straps for people who genuinely care about their watches.
For Brandon, being a watch collector isn't separate from building WIS. It's the reason WIS exists.
The Bottom Line
WIS Straps may have grown into a global brand, but its foundation remains rooted in the same idea that inspired Brandon to start the company: create products that collectors actually want to wear.
His passion for watches, focus on innovation, and commitment to the collector community continue to shape WIS and its products.
And with Brandon still changing watches and straps throughout the day, there's always another combination to test—and another idea for what's next.