The History of Orient Watch | A watch specialty store talks about the true brand that supported Japanese mechanical watches

When it comes to Japanese watch brands, Seiko and Citizen are well known, but from the perspective of a watch specialty store, there is another brand that cannot be left out: Orient.

Orient is not just a Japanese watch manufacturer. Its essence is one of the brands that has most consistently supported Japan's mechanical watch culture. It may not stand out with flashy advertising or brand strategies, but from an insider's perspective in the watch industry, its presence is extremely important.

Orient's history is often said to have begun in 1950, but its roots date back to Yoshida Watch Shop, which was founded in Ueno, Tokyo in 1901. At the time, it was a store that sold and repaired imported watches.

In other words, Orient was not a company that was founded as a manufacturer from the beginning, but rather a brand that began by selling and repairing watches, understanding their structure, and learning how customers used them. This starting point has a strong influence on the company's current product philosophy. This is why Orient watches are highly practical and have a solid design philosophy.

In 1920, Orient established Toyo Clock Manufacturing Co., Ltd. and entered the watch manufacturing business. At first, they produced table clocks and wall clocks, but in the 1930s they began producing wristwatches, and in 1936 they built a watch factory in Hino, Tokyo. This was a huge investment at the time. Mass production of wristwatches required advanced manufacturing technology, and it can be said that Orient's technological foundation was already in place at this point.

However, this flow was interrupted by World War II. This is a unique feature of Orient's history. Unlike companies like Seiko, which have grown continuously, Orient is a brand that has restarted a history that had once been interrupted.

In 1950, Tama Keiki Co., Ltd. was relaunched and Orient Star was born.

The "New Orient," released in the same year, was a model made using pre-war technology. This is very symbolic. Orient did not abandon the past and start anew, but rather rebuilt itself using accumulated technology. This rational philosophy continues to this day.

In 1951, the company name was changed to Orient Watch Co., Ltd., and Orient Star was born. This was not just a high-end model; it symbolized the ideals of the brand.

Orient had two faces from an early stage. Orient as a practical watch, and Orient Star, which symbolized quality. This two-layer structure is a strategy that is also adopted by luxury watch brands today, but Orient had this structure already in place in the 1950s. The brand design, which allowed a natural progression from entry-level models to higher-end models, was extremely excellent.

The 1960s was a period of technological advancement for Orient. They actively developed waterproof watches, diver's watches, and high-performance automatic watches. During this period, Orient was a more adventurous brand than they appear to be today. They were not simply a manufacturer of affordable watches, but a company that seriously pursued mechanical technology.

In 1971, the 46 series movement was born, which would become one of the most important technological assets in Orient's history. This movement has been improved and continues to be used to this day. The philosophy of nurturing the mechanical movements that form the foundation of the brand over the long term is shared by prestigious Swiss brands.

Orient's strength lies in this "nurtured watchmaking" philosophy. Rather than constantly creating new movements, they continue to improve their highly reliable foundations. This philosophy leads to high durability and ease of maintenance.

The quartz revolution of the 1970s caused a great deal of hardship for mechanical brands around the world, with many manufacturers disappearing. Orient was also affected, but never gave up on mechanical watches entirely.

This is important.

Orient is one of the few brands that has maintained its mechanical watch technology while adapting to the times. In the 1990s, they once again strengthened their mechanical models, developing distinctive products such as skeleton models and power reserve models that continue to this day.

In 2009, it became a wholly owned subsidiary of Seiko Epson, and in 2017 the businesses were integrated. This was not the end of the brand, but rather a restructuring of the brand. Now, design and manufacturing are carried out within Epson's technology base. As a result, quality stability and manufacturing precision have been further improved.

Today, Orient is a global brand sold in over 70 countries around the world, and is particularly highly regarded overseas as a "genuine mechanical watch."

From the perspective of a watch specialist, this is Orient's greatest value. There are not many brands in the world that have their own in-house movements, a long history, and continue to produce mechanical watches, yet maintain a realistic price range.

In the watch industry, it is often said that Seiko is a brand of innovation and Orient is a brand of continuity. If Seiko is a brand that has advanced the history of watches, Orient is a brand that has supported watch culture. This difference is very important.

Currently, the mechanical watch market is polarized between ultra-luxury brands and affordable mechanical brands. In this context, brands like Orient are becoming increasingly important. Orient is a very valuable brand, both as an entry point to mechanical watches and as a practical mechanical watch that can be used for a long time.

As a watch specialist, I can say that Orient is by no means a flashy brand, but those who truly know watches understand the value of this brand.

Orient is one of the brands that has most firmly supported Japan's mechanical watch culture.

Its history begins with a watch shop in the Meiji period, continues with prewar production, its cessation due to war, its postwar revival, the quartz revolution, the revival of mechanical watches, and its modern reappraisal. It is the history of Japanese watches itself.

It's not a flashy brand. But those who understand the true essence of timepieces will appreciate its value. That's Orient. I'm looking forward to discovering the quality of vintage Orient watches.

If you're unsure about which watch to choose

Mechanical watches are not just tools for telling time, but also artefacts that embody the history, technology, culture and philosophy of their makers.

That's why when choosing a watch, it's important to choose one that suits not only the specs but also your lifestyle and values.

Starting with traditional mechanical watches like Orient, moving on to top Japanese models, Swiss brands, and independent brands, the process itself is one way to enjoy watches.

Why did we choose Orient?

Independent brands are independently capitalized, small-scale operations, founder-led, and management decisions directly linked to watchmaking . However, this is merely an objective judgment, and in watchmaking, there are designers who are at the "creative and cultural forefront." They constantly maintain this concept and take on the world . Those at the forefront of each field of this concept are solitary and independent. It is not money, but passion for watchmaking and the means to communicate their intentions. That is what an independent maison's watch is. We believe that it is not about being expensive or cheap, but about the passion for craftsmanship.

If you're unsure about which mechanical watch to choose

About CONTÉVANOU

Comptoine is Orient's prestige shop . We are an authorized dealer of watches and jewelry, located in Yoyogi (Hatsudai area) in Tokyo.

We handle a wide range of brands, from independent brands to Japanese and Swiss brands, and in addition to sales, we also provide support to help you enjoy your watches for a long time, including watch repairs, maintenance, and strap adjustments.

Buying a watch is not the end of the story; it's something you spend a lot of time with. That's why we don't just sell watches, we also value providing guidance on how to care for your watch.

Whether you are new to mechanical watches or looking for an independent brand, please feel free to contact us.

Comptoine, an authorized watch and jewelry dealer
〒151-0053
Nishi-sando Terrace E1, 28-7 Yoyogi 4-chome, Shibuya-ku, Tokyo
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TEL: 03-3299-8008