Why Kevlar watch straps?
I think it’s mainly because it’s “cool” to have a watch strap made of a high-tech material. It does have the advantage compared to some other common materials that it’s quite fire resistant so it doesn’t burn and melt, and this can be a good reason to choose Kevlar over Nylon. Kevlar is strong, but how often does that matter in this application? Besides, it looses strength if wet (which is restored when it dries), so I don’t think neither strength nor fire is on the mind of those who use Kevlar “dive” straps, and it looses some of its strength if you bend the fibres too much (admittedly I don’t know if normal use as a watch strap influences this, but I’m sure it doesn’t enough to matter) and if subjected to UV radiation. So, apart from the one advantage, and that it’s quite wear resistant, it doesn’t seem like Kevlar is an ideal material for watch straps, but when that advantage is needed, it’s possibly the best choice today.