A strict monoidal category is a monoid in $\operatorname{Cat}$, i.e. a category $\mathcal{M}$, together with a functor $\otimes\colon\mathcal{M}\times\mathcal{M}\to\mathcal{M}$ and a distiguished object $U$ such that $\otimes\circ (1\times \otimes)=\otimes\circ (\otimes\times 1)$ and for every object $C\otimes U=C=U\otimes C$.
A monoidal category is a category $\mathcal{M}$, together with a functor $\otimes\colon\mathcal{M}\times\mathcal{M}\to\mathcal{M}$, a distiguished object $U$ and three natural isomorphisms making a pentagon and a triangle commute.
My question is: is the functor $\otimes$ of a monoidal category associative, as it is in a strict monoidal category?
One of the three isomorphisms you refer to is the associator, which makes $\otimes$ associative "up-to-isomorphism." The most important difference between a monoidal and a strict monoidal category is that the associativity is relaxed in this way.