A person’s sense of style says a great deal about who they are, and if they wear a wristwatch, that watch is often considered a signature part of their style. Oftentimes, if a person is wearing a watch and wants to show it off, that watch comes from a luxury watchmaker, such as Rolex or Panerai, a brand with a great deal of history and prestige behind it.

And when one thinks of those brands, the first word that comes to mind is not normally…rubber. Luxury watch brands are known for their opulence and extravagance, using precious metals and jewels as if they were commonplace. Rubber is often seen as a more common, and far more economical, option, one that has no real place in the world of luxury fashion.

However, there is one company that is doing everything they can to actively undermine that stereotype, and they are largely succeeding. Founded in 2010, Rubber B is an international operation, with corporate headquarters in Miami, FL but a production hub in Switzerland.

The company is specialists in producing an elite variety of custom rubber watch bands – one that has been completely crafted from 100% vulcanized rubber. Because of its creation from this specially tempered rubber, these rubber watch bands are far more durable than natural rubber and are capable of withstanding traditional wear and tear from everyday usage, as well as exposure to being outside and the elements.

This makes them especially ideal for those who have an active lifestyle, or really anyone who simply needs a durable custom rubber watch band that they will be able to rely on for years to come.

The other way Rubber B has truly managed to distinguish itself from other companies is the kind of companies that it produces its custom rubber watch bands for. They specialize in working exclusively within the luxury space, and only produce straps for watches crafted by well-known luxury retailers, such as Rolex, Panerai, Tudor, and others with a distinguished pedigree.

As a result, Rubber B is forcing people to radically rethink the way that they view rubber watch bands and how rubber is viewed within the luxury or haute communities as a whole. Rubber B has managed to set a new benchmark for luxury and excellence, and they have managed to do so using a material that was previously overlooked by so many for so long, which is a truly commendable achievement indeed.

The company’s CEO, Arnaud Benjamin, has plans to produce straps for other luxury retailers over the next couple of years, but more importantly, he wants consumers and people within the horological community to completely rethink how they see rubber watch bands and what they can be.

If the success he has had thus far is any indication, he has already succeeded in getting people to reevaluate their opinions of rubber watch bands, and will likely continue successfully growing the company for many years to come.