If You Love Watches, Visiting Japan Is a Must?!

Japan is a country that every watch enthusiast should visit at least once. As soon as visa-free travel to Japan resumed, VIVER immediately visited to get a sense of the latest Japanese watch market trends.

Japan's luxury market grew early on and its watch industry developed to the point where it now boasts many internationally renowned watch brands. In addition, Luxury watch brands that entered Japan in the early 1900s seem to have further matured the market. From vintage to current models, Japan's watch market is filled with countless timepieces. I will now vividly share why watch enthusiasts from all over the world are so passionate about the Japanese watch market.

The History of the Japanese Watch Market

In November 1872, When Japan adopted the solar calendar over the lunar calendar, The traditional sense of time was dismantled and the need for Western-style watches became apparent. Through a treaty with Switzerland, Japan began to import watches in earnest. At the time, Switzerland was the leading country in mechanical watches, And full-scale exports to Japan began. Brands such as Seiko and Citizen, Which evolved from watch retailers to manufacturers, Were all founded around this period.

With the growth of Japan's watch industry, The entry of famous luxury brands also accelerated. The fact that vintage watches, Which are now highly valued in the market, Were actually sold in Japan in the past shows that the history of the watch industry is very long.

The Invention of the Quartz Watch and After

Seiko Astron

Then, In 1969, The development of the quartz wristwatch became an opportunity for Japanese brands to gain worldwide recognition. With mass production, Wristwatches, Once exclusive to the upper class, Became accessible to ordinary citizens, Marking a major turning point in watch history. Later, Thanks to economic growth in the 1980s and 1990s, Demand for luxury watches among the middle class increased, Leading to the entry of various famous brands and the emergence of many businesses dealing in pre-owned luxury watches.

Characteristics of the Japanese Watch Market

While exploring the Japanese watch market, I discovered several common characteristics.

Watches Restored Close to Their Original State

From vintage to current models, I saw countless pre-owned watches, Most of which were in near-new condition. Not only that, But the accessories were also carefully packaged, With watches waiting for their next owner.

Plenty of Time to Appreciate the Watches

Unless there were questions or special requests, Staff did not approach customers first. Because each customer has a different perspective and interpretation of watches, It felt like they were providing enough time to appreciate the products. When I requested to try on the Daytona Ref. 16520, Which is rarely seen in Korea, The staff kindly explained trends, Market reactions, And special features as a fellow watch enthusiast, Rather than giving a one-sided explanation.

Reliable Watch History

A feature of the Japanese watch market is the transparent disclosure of the history of pre-owned watches. Of course, Not every store was like this, But in most of the shops I visited, They explained in detail not only repairs or polishing but also why they left certain parts unrestored if they believed excessive restoration could harm the value of the watch.

Overwhelming Inventory and Diverse Brands

Every time I visited a luxury watch shop in Tokyo, I wondered how they could have such a wide variety of products. The answer became clearer as I looked at the number of luxury watch stores in Japan. There are as many as 62 Rolex stores in Japan. In Korea, Excluding duty-free shops, There are only 10 Rolex stores, So Japan has six times as many. There are also 30 Patek Philippe stores and 8 Audemars Piguet stores, Showing the sheer scale of watches in circulation.
In addition, From independent brands that are hard to find in Korea to mainstream models, The number of watches flowing from the primary to the secondary market is overwhelming, And the products that arrive go through the hands of technicians before being sold again, Creating a virtuous cycle.

Today, I focused on how the Japanese watch market has grown. In the next part, I will return with a report full of the vivid atmosphere of Japan, So please look forward to it.