This article continues from Tokyo Watch Business Trip Part 1.

Main Watch Markets in Tokyo

In the first part of the Tokyo business trip, We looked at the reasons and characteristics behind the development of Japan's watch market. The atmosphere in Japan, Which has opened its doors to visa-free tourism, Does not seem to have changed much from before the pandemic. You could easily encounter foreign tourists at major shopping meccas and tourist attractions throughout Tokyo, And many people were enjoying shopping at luxury watch stores. Within Tokyo, The secondary watch market is particularly developed in three areas: Ginza, Shinjuku, And Nakano. VIVER also visited these areas during this trip. Let me share my experiences by region.

The Traditional Luxury Street, Ginza

Ginza, Known as one of the world's top four luxury commercial districts, Is filled with luxury department stores and global luxury brand boutiques, Exuding an air of sophistication. Although it was early in the day when I visited, The intersection at Wako Department Store (Seiko House Ginza) was already crowded with locals and tourists. I began my watch tour with a visit to the Seiko Museum Ginza. Even at around 11 a.m., The watch section of the department store was bustling with shoppers. The term "Rolex open run" is referred to as "Rolex marathon" in Japan, And a few people were waiting. Only display models filled the showcases, Which is the same as in Korea. Tudor, Which has seen a sharp increase in sales due to recent popularity, Had only five to six women's models and the Black Bay 58 strap model left, Unlike in Korea. When I asked a Tudor staff member, I was told that all other models had been sold, Which made me realize the brand's popularity in Japan.

I also found high-end stores throughout Ginza where you could shop for everything from high-end watches to more accessible pre-owned pieces. Compared to my visit at the end of 2019, It seemed that many businesses had expanded, Perhaps as a result of increased operating profits from the rising prices of watches they had held in stock.

It is not only locals who are buying watches. I saw many foreign tourists deeply engaged in viewing watches, Which once again highlighted Japan's reputation as a highly regarded watch market worldwide. When a customer asked, "Does the lume on the indexes still work?" while trying to purchase a Submariner Ref. 16800, The staff brought out three more of the same model and used a lantern to demonstrate the lume, Showing great attention to detail. They also confirmed the originality of the dial, Demonstrating their expertise.

I asked one staff member how they acquire such knowledge. They replied that the company provides regular training, And since they handle a wide variety of products, Studying watches is essential to earn customers' trust. I was somewhat envious of the professionalism and sincerity that comes with working in the watch industry.

Shopping Paradise, Shinjuku

Shinjuku, Known as a battleground of department stores, Is home to many specialty watch retailers. While it may not be as glamorous as Ginza, It is a place where you can access a wide variety of watches more comfortably. It was also crowded with people browsing and shopping for watches, And I was able to see some rare models.

Business was thriving as before the pandemic, But in some stores, I noticed that they no longer carried Rolex due to fierce competition in the resale market.

The Mecca for Watch Enthusiasts, Nakano

Nakano Broadway, One of Japan's three major subculture areas, Has been famous among watch enthusiasts worldwide since the first watch store opened there in 1987. About 20 businesses have gathered in the area, And since 2019, The official tourist information site has referred to it as the "Mecca of Watches." It is also home to well-known companies such as Kamekichi and Jackroad, Which are famous in Korea.

Nakano Broadway is filled with not only old vintage pieces but also unique collections you cannot find anywhere else. Even though it was just a week after the reopening of borders, The area was bustling with many foreign visitors. I saw tourists waiting in front of watch specialty stores early in the morning for them to open.

The watch specialty stores clustered on the third floor truly made me understand why it is called the "Mecca of Watches." Even as I browsed slowly, I could easily see customers who had already consulted online and were now checking the actual pieces before making a purchase. There were staff members from various countries to assist foreign tourists, And interpretation services were also available.

I asked an employee of a well-known company about the Japanese watch market during the pandemic. They said that there are many people in Japan who love mechanical watches, And since they handle a wide range of brands, Sales remained steady from high-end to entry-level brands, With Rolex as the main focus. They also mentioned that the number of Korean visitors is increasing, But not many are making purchases yet. When I asked whether the staff were familiar with the specifications and history of all the watches on display, I was told that many employees have worked there for a long time and that each area is divided by specialty, Ensuring expertise.

Tokyo Business Trip Review

Although its status has declined compared to the past, Japan, As a country that was early to embrace mechanical watches, Still maintains a mature watch culture. The excellent engineers and staff who provide service without compromising the value of the watches, As well as the transparent watch histories, Align perfectly with the direction VIVER pursues.

Through this trip, I confirmed that only companies that provide consumers with a wealth of information through various channels to help them make purchasing decisions can grow in the market for watches, Which are high-involvement products that require both value and emotion. VIVER will continue to take the lead in building a transparent watch culture based on trust for all watch enthusiasts, So please keep an eye on us.