This a question that comes up everyday, hopefully the guide below will assist you in making the right decision when ordering your strap.
All the information below is based on a average, this is taken from using a watch head with a 40mm diameter lug to lug, the lug is the area that the strap pins locate into and the measurement is over the top of the watch face or under the rear casing.
You must consider how you prefer to wear a strap, is it tight, loose or comfortable.
Also the type of buckle you are using can have a impact, a single arm deployment is quite a long type of clasp, because of this we recommend the shorter end of the strap is reduced by around 20mm and the longer side increased by 20mm. This allows the buckle to sit comfortably under your wrist and not dig in around the side, however, a butterfly deployment or tang buckle would be more suited to a standard size.
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X-Small 105/65mm (170mm) = 5 1/4 Inches to 6 1/4 Inches
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Small 115/75mm (190mm) = 6 1/4 Inches to 7 1/4 Inches
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Regular 125/85mm (210mm) = 7 1/4 Inches to 8 1/4 Inches
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Long 135/95mm (230mm) = 8 1/4 Inches to 9 1/4 Inches
To translate this to a single arm deployment subtract 20mm from the short length and add it onto the longer length
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X-Small 125/45mm (170mm) = 5 1/4 Inches to 6 1/4 Inches
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Small 135/55mm (190mm) = 6 1/4 Inches to 7 1/4 Inches
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Regular 145/65mm (210mm) = 7 1/4 Inches to 8 1/4 Inches
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Long 155/75mm (230mm) = 8 1/4 Inches to 9 1/4 Inches