Press & Media Kit

For journalists, editors, podcasters, and content creators covering POPSTRAP. Everything you need on this page. For anything else, email press@popstrap.shop.

Brand summary (50 words)

POPSTRAP is an independent French brand making silicone cage straps for the 40mm Swiss pocket-watch released by Swatch in May 2026. Designed in Paris, manufactured in France from medical-grade silicone. Six colorways. Closed editions. Not affiliated with Audemars Piguet or Swatch Group.

Brand story (200 words)

POPSTRAP was founded in 2025 in Paris by a team of watch enthusiasts who saw the announcement of the Swatch x Audemars Piguet collaboration and realised the stock strap would not survive a year of daily wear on most wrists. Eight months of design iteration produced Drop 01: a silicone cage strap that wraps the case structurally, requires no tools to install or remove, and is engineered to ±0.2mm of the specific watch reference.

Every POPSTRAP unit is manufactured in a family-owned workshop south of Paris using medical-grade platinum-cured silicone. We are an independent brand — not affiliated with, endorsed by, or connected to Audemars Piguet® or Swatch Group®. We make the strap. The strap only.

Key facts

Product specifications

• Material: medical-grade silicone (FDA 21 CFR 177.2600, ISO 10993, REACH compliant)
• Hardness: Shore A 50
• Construction: one-piece cage strap with integrated tang buckle (no spring bars)
• Compatibility: Swatch 40mm Swiss pocket-watch (May 2026 release)
• Wrist fit: 145mm to 210mm circumference
• Water resistance: pool, sea, shower-safe; rinse after salt/chlorine
• Temperature range: -20°C to +200°C
• Expected lifespan: 3-5 years with normal use
• Manufactured in France, end to end

Independent brand notice

POPSTRAP is not affiliated with, endorsed by, or connected to Audemars Piguet® or Swatch Group®. All trademarks belong to their respective owners. POPSTRAP designs and manufactures aftermarket accessories only.

Press contacts

Press inquiries: press@popstrap.shop
Founder interviews: available on request, 15-30 minute calls, English or French
Product samples for review: available to verified journalists/editors, contact press@popstrap.shop with publication name and review timeline

Media assets

High-resolution product photography, brand logos (full color, monochrome, transparent), founder photos, and workshop photography available on request via press@popstrap.shop. Include publication name and intended use in your request.

Founder bio

Available on request. Founder is based in Paris, conducts interviews in English and French, available for podcasts, panel discussions, and trade press coverage.

Story angles available

• The economics of small-batch French manufacturing in 2026
• Aftermarket watch accessories: a new DTC category
• Medical-grade silicone in consumer products
• The rise of accessible luxury watches and the strap economy that supports them
• How a 40mm pocket-watch reshaped wrist-watch design conversations

Press mentions

(Building.)

For everything else:

• About POPSTRAP
• Our French workshop
• Shop Drop 01
• Journal