JAPAN WATCH REPORT


Japanese watchmaking wants to change its image

ANALYSIS

Español Français
July 2019


Japanese watchmaking wants to change its image

Seiko, Citizen and Casio now offer models at prices that were unthinkable a few years ago. Japanese companies intend to move from a highly technological profile to a more emotional, refined and elegant brand image. It’s a long-term gambit for an industry that remains dominated by the central figure of the engineer.

J

apan’s image as a nation has changed significantly since the 1980s. From an industrial country mass-producing cheap electronics and cars, it has been propelled into an ultra-refined nation, at the forefront of fashion and design, with a unique lifestyle and traditions preserved by its insularity. That is what attracts the millions of tourists who visit the archipelago, and the many Western teenagers fascinated by Japan’s unique culture.


This article is reserved for Europa Star Club members only.

For any questions please contact us at [email protected].


×