51 Ventures today announced the acquisition of Flex Watches, the purpose-driven lifestyle watch brand recognized for its charitable impact, pop-culture relevance, and creator-led growth over the past 15 years.
51 Ventures Acquires Flex Watches
Founded by entrepreneur Travis Lubinsky, Flex Watches rose from a grassroots startup into a nationally recognized consumer brand, generating millions in revenue, supporting dozens of charitable causes, and building partnerships with major entertainment franchises and global creators. The brand has been featured across national media including MTV and The Profit, becoming a case study in purpose-driven brand building and modern DTC storytelling.
As part of the transaction, Lubinsky will join the leadership team at 51 Ventures, marking a strategic expansion of the firm from an early-stage investment fund into a hands-on incubator and venture platform designed to launch, operate, and scale consumer brands.
‘Venture Studio And Playbook’ Launches
“This is the natural evolution of everything I’ve built over the last two decades,” said Lubinsky. “Flex was never just about watches – it was about community, culture, and impact. Partnering with 51 Ventures allows me to apply those lessons, relationships, and systems to help build the next generation of brands.”
The acquisition also marks the launch of 51 Ventures’ Venture Studio and Playbook, a repeatable operating framework for brand creation and growth. Leveraging the combined team’s expertise in product, marketing, distribution, creator partnerships, and capital strategy, the firm plans to work closely with entrepreneurs, celebrities, and creators to co-found and scale new ventures across consumer products, lifestyle, health & wellness, and media.
Culture And Commerce Can Scale Together
Chris Wilkerson, Managing Partner of 51 Ventures, added: “Flex Watches is proof that culture and commerce can scale together. Travis has built brands in public, navigated every stage of growth, and understands how to turn attention into durable businesses. Bringing him into the firm strengthens our ability to not just invest – but to operate and win.”
Not Just An Acquisition, An Alignment
The deal was supported by partner Roger Bernardino, who focuses on private credit, health & wellness, and consumer investing. “This wasn’t just an acquisition, it was an alignment,” said Bernardino. “Flex embodies what we look for – authenticity, resilience, and a clear mission. The Venture Playbook we’re launching together is designed to give founders real leverage.”
Storytelling, Collaboration, And Impact
Under the 51 Ventures umbrella, Flex Watches will continue to operate as a standalone brand, supported by enhanced capital resources, operational infrastructure, and access to the firm’s expanding network of operators, investors, creators, and strategic partners.
Together, the combined team plans to expand Flex beyond a product brand into a global platform for storytelling, collaboration, and impact – while using its blueprint to help launch and scale the next wave of culturally relevant, creator-led companies.
