Brandon James Rose Interview
Brandon James Rose, Founder & CEO of WIS Watch Straps, has turned a lifelong passion for horology into a thriving global brand. Based in Dallas, he has built WIS into more than just a watch strap company—it’s a lifestyle brand that celebrates individuality, craftsmanship, and everyday luxury. From premium Italian leather to non-toxic silicone and durable Nato styles, each strap is designed with quick-release functionality, blending elegance with versatility. Since its launch, Brandon has scaled WIS from zero to a multi–seven-figure business in under two years, driven by innovation, strategic digital marketing, and a strong ambassador community. With multiple revenue streams spanning direct-to-consumer sales, retail partnerships, wholesale distribution, and a growing showroom presence, WIS continues to expand its footprint globally.
The Spark behind WIS
We started the interview by asking, “What inspired you to launch WIS Watch Straps, and how did your passion for horology translate into a business?”
Brandon James Rose replied, “I’ve always been fascinated by watches not just as timekeeping tools, but as pieces of personal expression. For years, I noticed a gap in the market: collectors could spend thousands on a timepiece, but options for straps that truly matched the same level of quality and individuality were limited. That realization pushed me to create WIS. I wanted to build more than a strap company; I wanted to build a lifestyle brand that elevated how people experience their watches. We started with a simple goal premium materials, functional quick-release systems, and timeless designs. That idea quickly grew into an e-commerce business serving enthusiasts worldwide. What began as a hobby evolved into a mission to celebrate individuality, craftsmanship, and everyday luxury. WIS allows collectors to reimagine their watches in ways that feel personal and unique, which has always been at the heart of why I do this.”
Scaling to Success
The Worlds Times: Scaling from $0 to a multi-seven-figure valuation in under two years is impressive. What’s been the key driver of that growth?
Brandon James Rose replied, “The growth wasn’t accidental it came down to three main factors: product, community, and storytelling. First, we invested heavily in product development, launching over 3,300 SKUs across multiple materials. That breadth gave us something for every type of enthusiast. Second, we built a strong ambassador network that generates authentic content and reviews. That community-driven approach allowed customers to see our straps in real-life settings, which is far more powerful than traditional ads. Finally, our storytelling through branding, social media, and paid campaigns positioned WIS as more than just an accessory brand. We highlight lifestyle, craftsmanship, and self-expression. Pair that with smart digital marketing across Meta, Google, and YouTube, and we were able to create consistent demand. Growth came because we built an ecosystem around horology enthusiasts, not just a transactional business. That’s what made the difference.”
Innovation at the Core
The Worlds Times: WIS offers straps in Italian leather, silicone rubber, and Nato styles. How do you approach product innovation in such a competitive market?
Brandon James Rose replied, “Product innovation is at the core of WIS. We don’t just release straps—we engineer experiences. Every material we choose goes through rigorous R&D. For example, our Italian leather is sourced from tanneries known for luxury craftsmanship, while our silicone rubber is non-toxic and designed for durability without compromising comfort. Beyond materials, functionality matters. Our quick-release mechanism means customers can swap straps in seconds, making personalization effortless. Innovation also means listening our ambassador program and customer feedback loops constantly influence new designs and colors. We aim to strike a balance between timeless elegance and modern versatility. Unlike mass-market straps, each of ours carries a sense of craftsmanship and individuality. That’s what sets WIS apart we’re not competing on price, we’re competing on design, quality, and the lifestyle it represents.”
Marketing That Matters
The Worlds Times: What role does digital marketing play in your business, and how do you make WIS stand out online?
Brandon James Rose replied, “Digital marketing is the backbone of our growth. In today’s e-commerce landscape, visibility is everything. We use a mix of paid media campaigns on Meta, Google, and YouTube, combined with strong SEO and social storytelling. But what makes WIS stand out is authenticity. Instead of polished studio ads alone, we lean into user-generated content from our ambassadors and customers. It builds trust because people want to see how straps look and feel in real life. We also focus on education teaching enthusiasts about materials, care, and the art of watch personalization. That positions us as thought leaders, not just sellers. Additionally, we use retargeting strategies to nurture long-term relationships rather than one-off purchases. Our marketing isn’t about pushing a product; it’s about inviting people into a lifestyle. That mindset has helped us create a loyal, global customer base.”
Multiple Revenue Streams
The Worlds Times: You’ve built multiple revenue streams—DTC, retail, wholesale, and ambassadors. How do you balance and prioritize them?
Brandon James Rose replied, “Balancing multiple revenue streams requires clarity of vision and disciplined execution. Direct-to-consumer will always be our foundation because it gives us control over branding, storytelling, and customer experience. Wholesale and retail partnerships, on the other hand, allow us to reach audiences who might not discover us online. They add credibility and expand our global footprint. The ambassador network ties everything together it drives organic visibility, content creation, and repeat purchases. We prioritize by focusing on synergy, not competition. For example, our ambassadors often help retail partners showcase straps locally, creating a loop of awareness and sales. Wholesale and retail provide scale, while DTC provides depth. Together, they create a resilient business model. The key is ensuring each stream serves the same mission: celebrating individuality and craftsmanship in watch culture. When aligned, growth becomes sustainable rather than fragmented.”
Overcoming Challenges
The Worlds Times: What challenges have you faced in building WIS, and how did you overcome them?
Brandon James Rose replied, “Every startup faces challenges, and WIS was no different. Early on, one of our biggest hurdles was supply chain complexity. With thousands of SKUs across five materials, ensuring consistent quality and timely delivery was a challenge. We overcame that by investing in better logistics, inventory systems, and building long-term relationships with trusted suppliers. Another challenge was establishing credibility in a crowded market. Many people view watch straps as an afterthought, so we had to work hard to position ourselves as a premium brand. Storytelling, ambassador programs, and customer education helped us change perceptions. On the digital side, rising ad costs forced us to get more creative focusing on organic growth, partnerships, and UGC to balance the spend. Challenges never disappear, but they’ve taught me to be resilient, adaptable, and focused on the bigger mission of building something lasting.”
The Road Ahead
Lastly we asked, “Looking ahead, what is your vision for WIS Watch Straps in the next five years?”
“The vision for WIS goes beyond straps it’s about becoming the leading lifestyle brand for watch personalization. In the next five years, I see us expanding globally with stronger retail partnerships, flagship showrooms, and deeper wholesale networks. Product-wise, we’re exploring new materials and collaborations with watch brands to create exclusive collections. Technology will also play a role, from advanced e-commerce personalization to possibly even integrating AI-driven strap recommendations for customers. Most importantly, we’ll continue building a community around horology. I want WIS to be the go-to destination for enthusiasts who care about individuality and craftsmanship. Success for me isn’t just revenue it’s reshaping how people think about the accessory side of watches. If in five years WIS has become synonymous with personalization, quality, and everyday luxury in the watch space, then we’ve truly achieved our mission.” Brandon James Rose concluded
Connect with Brandon James Rose on LinkedIn
For more information visit WIS Watch Straps
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