Watchmaking in Japan

Japanese watchmaking wants to change its image


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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.


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.

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