The Dangers of Buying Aftermarket "Rolex" Straps Online

A few weeks ago, we ordered a $250 strap off eBay. It was marketed as a “curved-end rubber strap that fits Rolex Submariner 116610.” The price tag alone made us curious—what’s a $250 strap doing on the same search results page as all those $20 silicone options? Turns out, not much.

The strap arrived with the wrong size spring bars. Even after testing multiple sizes—including the exact size that fits the 116610—it simply wouldn’t mount. The fit was off, the curved ends didn’t align, and the integration with the case was a total miss.

But what stood out most was the branding. On the underside of the strap: a Rolex coronet logo, the word “ROLEX,” and a mysterious letter F beneath that. Let’s just say the F didn’t stand for “factory fit.”

What You’re Really Buying

Online marketplaces like eBay are flooded with aftermarket straps for Rolex watches. Some are clearly inexpensive silicone bands with vague titles like “Men’s High Quality Rubber Strap for Rolex,” priced anywhere between $15 and $100. Others push into the triple digits with claims of precision fitment and upgraded materials (vulcanized rubber, solid 316L steel hardware). But here’s the problem: you don’t always know what you’re getting, where it’s coming from, or if it will fit the online description.

The strap we bought had no manufacturer listed. No brand name. No model ID. Just a handful of buzzwords listed as “Generic/Aftermarket.” When something has no origin and costs nearly $300, that should raise some eyebrows.

Counterfeits Are Out There

It’s one thing to buy an unbranded product. It’s another to unknowingly buy a counterfeit. Our eBay strap wasn’t just off in fit—it was stamped with a fake Rolex logo. This wasn’t a design that looked like a Rolex strap. It claimed to be one.

There are plenty of rubber straps out there that copy the look and feel of Rolex’s Oysterflex bracelet. Some go further, including clasps that (very) closely mimic Rolex’s Oysterlock system in both design and utility. These are visual copies with no attempt at transparency, often priced just below what you might expect to pay for a legitimate product—just enough to feel like a good deal.

In some listings, the logo isn’t shown in the photos, but the strap arrives with one anyway. Whether that’s a seller trying to avoid detection or a supplier making bulk product for resellers, the result is the same: counterfeit products hiding in plain sight.

Sometimes It’s the Same Strap, Just Resold

Another practice that can become an issue in the aftermarket strap world is manufacturer overlap. Many brands source straps from the same handful of factories. One factory design gets shopped around to multiple strap companies—so you’ll see the same exact strap with a dozen different names (and a dozen different price tags).

This isn’t always deceptive, but it is something to be aware of. Just because a strap has different packaging doesn’t mean it was made differently. If the clasp, fitment, and material feel familiar, there’s a chance it’s the same strap sold by someone else for less—or more.

What We’ve Learned in 13 Years of Making Straps

Orange Curved-End Rubber Strap (Tang Buckle) For Rolex Submariner

At Everest, we’ve been designing and manufacturing curved-end straps for Rolex watches since long before the brand offered a rubber option of its own. That doesn’t mean we think every other strap is a scam—but it does mean we’ve seen a lot of the same designs resurface in different packaging.

We design our straps from scratch. They’re made to fit specific Rolex models precisely, and we’ve spent years refining that integration. The result is a strap we’re proud to put our name on—literally. That’s a very different thing than a no-name rubber strap with someone else’s logo printed underneath.

Black Curved-End Rubber Strap (Deployant Clasp) For Rolex Submariner 

We published an in-depth article comparing five popular rubber straps for Rolex watches—ranging from $24 to $220—breaking down their materials, comfort, fitment, and construction. If you want a hands-on look at how straps differ at every price point, it’s worth the read.

Final Thoughts

There are plenty of good aftermarket straps out there. But when you’re shopping online—especially on open marketplaces—you have to look closely. Ask where the strap comes from. Ask what it’s made of. Ask who designed it. If it has no name and no source, think twice.

And if it shows up with a Rolex logo on it? That F probably stands for fake.