no it's not forever. However, if you remove it during heavy activity and don't wear it in the water, the bracelet will last much longer. The first one I bought only lasted about 4 months because I wore my watch to everything (including the shower) and it went bad pretty quickly. I'm on my second one though, which I probably bought about a year ago and is still holding up. UPDATE: This second one lasted a few more months until the second strap (to hold the free end after tightening) broke due to wear. This lasted a little over a year, forcing me to downgrade to 4 stars. Maybe I'm asking too much but I decided to buy another product hoping it would last longer. Looks very stylish and I definitely don't feel bad if I have to replace it from time to time given the low price. . Makes my Timex look like a high end watch.
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