tepping into Knot’s flagship boutique in Omotesando offers an immediate introduction to the brand’s philosophy. The minimalist interior, defined by clean lines and natural materials, draws attention to an unusual focal point: an extensive display of watch straps. Denim, leather, tatami, kimono fabrics and traditional braided cords are presented not as accessories but as expressions of regional craftsmanship and specialised know-how.

Customers do not simply choose a watch; they assemble one. Cases, dials and straps can be combined in more than 100,000 different ways, turning personalisation into a central part of the experience. The concept reflects Knot’s broader ambition of creating a tangible connection between contemporary consumers and traditional Japanese crafts.

The origins of this approach can be traced to the background of founder and CEO Hiromitsu Endo. Unlike many figures in the watch industry, Endo did not begin his career in horology. As a professional buyer, he spent years travelling across Europe and North America, sourcing products for a variety of clients. During this period, he encountered brands such as Germany’s Sinn and Denmark’s Skagen, while developing a strong interest in Bauhaus and Scandinavian design.

“I discovered Bauhaus and Nordic design. I saw many similarities with Japanese aesthetics: purity of line, the absence of unnecessary decoration, and a focus on quality above all else,” he explains.

Those influences remain visible in Knot’s products today. The watches favour clarity and restraint, allowing materials and craftsmanship to take centre stage rather than relying on overt stylistic effects.

Reinventing Made in Japan

Knot emerged at a moment when international interest in Japanese culture was growing rapidly, while many traditional manufacturing ecosystems within the country were facing increasing pressure. After the global success of Japanese watchmaking during the quartz era, significant portions of production had gradually moved overseas, weakening parts of the domestic supplier network and threatening specialised artisanal skills.

“When we started, it was difficult to find independent suppliers capable of producing components in Japan,” recalls Endo. “Much artisanal expertise had disappeared.”

This context helped shape the company’s strategy. Rather than relying on a traditional retail network, Knot adopted a direct-to-consumer model from the outset. The approach allowed the company to maintain accessible prices while supporting domestic production and collaborating with local workshops. While such a model has since become commonplace, it was still relatively unusual within Japanese watchmaking when the brand was founded.

More importantly, it aligned with Endo’s broader vision. “Our goal was not simply to sell watches,” he says. “We wanted to share Japanese culture with the rest of the world through an object people wear every day.”

That ambition continues to shape every aspect of the company’s development, from product design and sourcing decisions to its growing emphasis on storytelling and craftsmanship.

Fiercely independent artisans

The brand’s name encapsulates this philosophy. “It represents the links between people, between artisans, between Japan and the rest of the world,” says Endo. “Our logo symbolises a handshake.”

Today, Knot works with a broad network of artisans across the Japanese archipelago, collaborating with specialists in traditional braiding, kimono textiles, leatherwork and tatami production. Many of these partnerships involve crafts that remain deeply rooted in regional traditions and small-scale workshops.

The relationships are often built through personal encounters rather than conventional business channels. Endo cites the example of Kunio Okubo, a master of “sukimo” leatherwork, a technique that creates intricate patterns by compressing multiple layers of tanned leather. The resulting textures are impossible to reproduce industrially, giving each strap a unique character.

Yet the future of such expertise remains uncertain. “He has neither a mobile phone nor a bank account,” Endo says with a smile. “Whenever we visit him, we have to pay him in cash. He refuses to pass on certain techniques.”

For Knot, preserving these crafts is not simply a matter of sourcing distinctive materials. It is also about documenting and promoting knowledge that risks disappearing. In this respect, the company sees itself as a bridge between generations, helping traditional skills find relevance in contemporary products and new audiences.

Takumi, a showcase for Japanese heritage

Nowhere is this philosophy more clearly expressed than in the Takumi collection. Named after the Japanese term used to describe a master craftsman, the series serves as a platform for some of the country’s most refined decorative arts. Rather than treating the dial as a purely functional component, Knot approaches it as a miniature canvas on which traditional techniques can be reinterpreted for contemporary watchmaking.

Urushi lacquer, raden inlay and gold leaf decoration all feature prominently throughout the collection. Each edition is developed in collaboration with specialist artisans, transforming the watch into a vehicle for preserving and showcasing skills that have often been handed down over generations.

Among the most compelling recent creations is the Kanazawa Haku series, developed with gold leaf specialist Hakuichi and artisan Satomi Miyagi. The dials combine deep indigo tones with fragments of gold and platinum leaf. The result is a composition that is unique to each piece, with no two dials ever appearing exactly alike.

The process is remarkably complex. Each dial requires around forty production steps, many of them performed by hand. One of the greatest challenges lies in balancing spontaneity and precision. The scattered fragments must retain a sense of natural randomness while simultaneously creating visual harmony within the confined dimensions of a watch dial.

The outcome is striking. Light plays constantly across the metallic surfaces, revealing different textures and reflections depending on the viewing angle. The subtle relief created by the layered materials adds an unexpected sense of depth.

A watch as a point of entry

Through this approach, Knot occupies a distinctive position within the Japanese watch landscape. While many brands draw on the country’s manufacturing reputation, few have made traditional craftsmanship such a central component of their identity. The company has sought to create a bridge between artisanal culture and contemporary consumers, while maintaining price points that remain accessible by industry standards.

While the Takumi collection begins at around ¥100,000 (CHF 500) and rises to ¥246,000 (CHF 1,220) for the most sophisticated chronographs, Knot continues to offer entry-level quartz models from approximately ¥20,400 (CHF 100). The brand’s average selling price remains around ¥30,000 (CHF 150), underscoring its commitment to making Japanese craftsmanship accessible to a broad audience.

Movements are sourced primarily from Miyota, Epson and Time Module Inc., while assembly is carried out domestically. Quartz models are assembled in Ibaraki Prefecture, while the brand’s premium mechanical collections are produced in Akita. The straps are manufactured largely in Miyagi Prefecture through collaborations with specialist workshops.

Today, the company produces approximately 30,000 watches and 60,000 straps annually. Volumes are relatively balanced between quartz and mechanical models, although mechanical watches now account for the larger share of value.

According to Hiromitsu Endo, the renewed interest in mechanical watchmaking is part of a wider cultural phenomenon. As technologies become increasingly digital and dematerialised, consumers often rediscover an appreciation for tangible objects and traditional forms of craftsmanship.

“Photography moved from film to digital and then to smartphones, yet interest in film photography has returned,” he observes. “Music experienced the same phenomenon with vinyl records. Watches are following a similar trajectory.”

The Musubu Project

Beyond watchmaking itself, Knot summarises its mission through what it calls the Musubu Project. Derived from the Japanese verb “musubu”, meaning “to connect” or “to tie together”, the concept serves as an overarching framework for the company’s activities. The watch is not viewed merely as a product, but as a medium through which crafts, regions and cultural traditions can be brought into dialogue with contemporary audiences.

Each collaboration with an artisan therefore serves a dual purpose. It contributes to the creation of a distinctive product, while also helping to preserve and communicate the story behind a particular craft. In some cases, these are traditions that remain little known even within Japan itself. For Knot, commercial success and cultural preservation are not opposing objectives.

The approach has resonated with a remarkably diverse customer base. Today, the brand’s clientele is composed of approximately 55% men and 45% women, spanning a broad range of age groups. Teenagers, young professionals, collectors and retirees can all be found among Knot’s customers, united by an interest in personalisation and Japanese craftsmanship. “It is not uncommon to see a grandmother come in to customise a watch together with her grandson,” says Endo.

This diversity reflects one of the company’s strengths. While many watch brands target a clearly defined demographic, Knot’s emphasis on customisation and craftsmanship allows it to appeal to consumers with very different motivations. Some are drawn by the design, others by the cultural dimension, while many simply appreciate the possibility of creating a watch that feels uniquely their own.

Looking ahead, the company intends to deepen its exploration of Japanese decorative arts through new dial projects and collaborations with additional artisans. Expanding the Takumi collection remains a priority, as does finding new ways to communicate the stories behind the crafts that inspire it.

At the same time, Knot continues to strengthen its domestic presence, opening two to three boutiques each year across Japan. International expansion remains more measured, but the company reports growing interest from markets including the United States, the United Kingdom, Canada, Taiwan and South Korea.

Ten years after its founding, Knot has established itself as something more than a watch brand. Through its products, the company has built a platform connecting artisans, workshops and traditions that might otherwise remain invisible to contemporary consumers. In doing so, it offers a distinctive interpretation of Made in Japan - one rooted not only in manufacturing expertise, but also in the preservation and transmission of cultural heritage.