The described technology is directed towards a button repeat system that allows different repeat behaviors (e.g., interval times between repeats) to be customized for any view (user interface element) and for any button. A designer specifies an interval set comprising interval times to use in an associated view to repeat a button that is pressed and held. Using global information across views, a button that is pressed and held may continue to repeat as focus changes among views. The repeating may continue without needing to reset to the first interval time of the interval set of each view as focus changes, so that, for example, a rapidly repeating button does not appear to change its repetition rate as focus changes among views.