As a former soldier in the British Army I'm used to wearing a NATO watch strap. For five years I wore the standard issue NATO Strap on both a G10 Watch and then a CASIO G-Shock during active service overseas. As a climbing instructor for my regiment I'd worn my NATO strap in testing conditions from the frozen peaks of the Rocky mountains in British Columbia through to sun drenched escarpments surrounding Gibraltar. The NATO strap was a tough and reliable companion in all weathers and conditions.

Wearing My NATO strap on my G10 watch

Later on in Civvy street I was fortunate to travel the globe and my NATO strap was on my wrist when I surfed in the warm pacific waters of Indonesia and Australasia.

It was during this time that I started to wear multiple straps across several watches and the NATO strap became a stylish accessory to my outfit on a night out or even an interesting conversation starter at a business meeting with clients.

I love watches and I enjoy accessorizing my collection with alternative watch straps. (I've got some nice watches but my favourite is still the Seiko Pilots G2 Chronograph on a desert khaki NATO Strap that I wore as a Lynx Crewmember in Northern Ireland)

I've worked in Ecommerce as a business owner and Consultant since 2002 and during the last two decades I've worked with hundreds of brands and manufacturers to bring stylish and technically superior products to market.

Kristian Jeffrey Owner NATO Strap Store

This combination of product knowledge and reliable manufacturing contacts resulted in the birth of NATO Strap store in 2018. 

Our values:

Treat our customers as we want to be treated: respectfully, honestly and earnestly.

Use tough and durable materials and high quality manufacturing processes

(We use stitching with 600D thread instead of cheaper heat bonding along with solid steel instead of spring pins on buckles where possible to ensure strength)

Stylish Designs

We have hundreds of colours and patterns and finishes to choose from which means there's a strap for every watch and moment

Customer Delight

Everything we sell comes with a no-nonsense 30 day return policy to ensure you love what you buy from us. If you dont like the colour or the strap doesn't fit then we can swap it for you free of charge.

In addition if you break one of our straps, return it and I'll replace it free of charge. I'll do this forever, because its the right thing to do.

All of our watch straps are tested rigorously before they ship out to you. 

We are based in Birmingham, England. All of our designs, photography and excellent customer service are all UK based. We design, produce and ship all from the UK so we can produce high quality watch straps to our exact specification including the superior materials needed. We use Royal Mail Tracked and Signed for UK and International shipping for speedy and reliable deliveries!.All of this allows us to provide you the best value and biggest collection of military style straps on the market. 

Our goal here at NOTO Strap Store is to provide the best customer experience coupled with the strongest, most stylish and best value NATO straps on the market.

Read our reviews and see what some of our customers are saying on our growing Instagram page with over 12,000 followers and tens of thousands of customers.

Thanks for shopping on our store and if you need anything just drop me a line at

All the best and thanks for your support,

Kristian Jeffrey

NOTO Strap Store Owner

P.S Due to a U.S Trademark concern, we have rebranded the store as NOTOSTRAPSTORE and we are not selling or shipping to the U.S.A

Free U.K Shipping

Free Delivery Options

90 day Returns

Ensures the perfect fit.

Lifetime Warranty

Break it and we replace it

Straps Superstore

100's of colours & styles