It’s a big factor for me. There have been a few bracelets that are just plan uncomfortable to wear, others I don’t like the look of. Since the majority I wear on bracelets, this is important. I have an AquaStar incoming in a couple months. It’s not that I don’t like the BOR bracelet (actually I love the vintage look and it’s quite comfortable). But. Since my Longines Legend Diver 39 mm stays on its BOR bracelet, I’ll most likely pair the AquaStar to a canvas or sailcloth strap immediately upon its arrival. Variety is the spice of life!