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, Citizen, and Casio are well-known. However, from the perspective of a specialized watch store, there is another brand that absolutely cannot be overlooked: Orient.
Orient is not just another domestic watch manufacturer. Delving into the history of Orient watches reveals that its essence lies in being one of the brands that most realistically supported Japan's mechanical watch culture. It may not stand out with flashy advertisements or brand strategies. However, from within the watch industry, its presence is extremely significant.
While Orient's history is often described as beginning with its founding in 1950, its roots trace back to 1901 with the establishment of Yoshida Watch Shop in Ueno, Tokyo. At that time, it was a store that sold and repaired imported watches.
In other words, Orient was not a company born as a manufacturer from the start, but a brand that began by selling and repairing watches, understanding their structure, and knowing how customers used them. This starting point strongly influences its current product philosophy. This is why Orient watches excel in practicality and have a solid design philosophy.
In 1920, Toyo Tokei Seisakusho was established, and the company ventured into watch manufacturing. Initially producing clocks and wall clocks, it began manufacturing wristwatches in the 1930s and built a watch factory in Hino, Tokyo, in 1936. This was a very large investment for its time. Mass production of wristwatches required advanced manufacturing technology, and it can be said that Orient's technological foundation was already established by this point.
However, this momentum was interrupted by World War II. This is a characteristic feature of Orient's history. Unlike companies like Seiko that experienced continuous growth, Orient is a brand that rebuilt its history after an interruption.
Orient Watch History: From its restart as Tama Keiki Co., Ltd. in 1950 to the birth of Orient Star
The "New Orient," launched in the same year, was a model created by leveraging pre-war technology. This is highly symbolic. Orient did not discard its past to start anew; it rebuilt by utilizing accumulated technology. This rational philosophy continues to this day.
In 1951, the company changed its name to Orient Watch Co., Ltd., and at the same time, Orient Star was born. This was not just a higher-end model; it symbolized the brand's ideals.
Orient had two faces from an early stage: Orient as a practical watch and Orient Star symbolizing quality. This two-tiered structure is a strategy also employed by current luxury watch brands, but Orient already had this structure in the 1950s. The brand design, allowing for a natural step-up from entry-level to higher-end models, was excellent.
The 1960s was a period of significant technological advancement for Orient. It actively developed waterproof watches, diver's watches, and high-performance automatic models. Orient during this era was a more challenging brand than its current image suggests. It was not just a manufacturer of affordable watches but one that seriously pursued mechanical technology.
Then, in 1971, the 46-series movement, one of the most important technological assets in Orient's history, was born. This movement has continued to be used, with improvements, to this day. The philosophy of nurturing a foundational mechanical movement over the long term is shared by renowned Swiss brands.
Orient's strength lies in this "nurturing watchmaking." Instead of continuously creating new movements, it focuses on continuously improving a reliable foundation. This philosophy contributes to its high durability and maintainability.
During the quartz revolution of the 1970s, mechanical brands worldwide faced difficulties. Many manufacturers disappeared. Orient was also affected but never completely abandoned mechanical watches.
This is important.
Orient is one of the few brands that adapted to the times while maintaining mechanical watch technology. In the 1990s, it strengthened its mechanical watch lineup again, developing distinctive products such as skeleton and power reserve models that continue to be relevant today.
In 2009, it became a wholly-owned subsidiary of Seiko Epson, and in 2017, its operations were integrated. This was not the demise of the brand but rather its restructuring. Currently, design and manufacturing are carried out within Epson's technological infrastructure. As a result, quality stability and manufacturing precision have further improved.
Today, Orient is a global brand sold in over 70 countries worldwide. Especially overseas, it is highly regarded as an "authentic mechanical watch."
From the perspective of a specialized watch store, Orient's greatest value lies here. There are not many brands globally that possess in-house movements, have a long history, continue to make mechanical watches, yet maintain a realistic price range.
In the watch industry, it is often said that Seiko is a brand of innovation, while Orient is a brand of heritage. If Seiko is a brand that advanced watch history, Orient is a brand that supported watch culture. This difference is extremely important.
Currently, the mechanical watch market is bifurcating into ultra-luxury brands and affordable mechanical brands. In this context, the existence of a brand like Orient is becoming increasingly important. As an entry point to mechanical watches and a practical mechanical watch that can be used for a long time, Orient is an extremely valuable brand.
As a specialized watch store, we can say that Orient is by no means a flashy brand. However, those who truly understand watches appreciate the value of this brand.
What is Orient? It is one of the brands that has most steadily supported Japan's mechanical watch culture.
Its history, starting from a Meiji-era watch shop, through pre-war manufacturing, wartime disruption, post-war revival, the quartz revolution, mechanical watch resurgence, and current re-evaluation, is also the history of Japanese watches itself.
It is not a glamorous brand. But it is a brand whose value is understood by those who truly know watches. That is Orient. Discovering the charm of vintage Orient is also a pleasure.
If you're unsure about choosing a watch
A mechanical watch is not just a tool for telling time. It is also a work of art imbued with history, technology, culture, and the philosophy of its maker.
That's why when choosing a watch, it's important not only to consider the specifications but also to select a piece that matches your lifestyle and values.
Starting with authentic mechanical watches like Orient, then moving on to higher-end domestic models, Swiss brands, and independent brands. This process itself is one of the ways to enjoy watches.
Why did we choose Orient?
Independent brands are characterized by independent capital, small-scale management, founder-led initiatives, and business decisions that directly impact watchmaking. However, this is merely an objective assessment; in watchmaking, there are designers and technicians who are "creative and at the forefront of culture" and who make no compromises in manufacturing. And they constantly pursue this concept and confront the world. Those who lead in each field with this concept are truly independent. It is not about money, but a passage for passion and communication in watchmaking. That is what an independent maison's watch represents. We believe that if it's about the passion for craftsmanship, regardless of price, each watch possesses an independent will.
If you're unsure about choosing a mechanical watch
About CONTÉVANOU
CONTÉVANOU is a prestige shop for Orient. It is an authorized dealer for watches and jewelry with a store in Yoyogi (Hatsudai area), Tokyo.
We handle a wide range of brands, including independent brands, Japanese brands, and Swiss brands. In addition to sales, we also offer support such as watch repair, maintenance, and strap adjustments, to help you enjoy your watch for a long time.
A watch is not just a purchase; it's a companion for a long time. That's why we value not just selling watches, but also guiding customers on "how to live with a watch."
Whether you are new to mechanical watches or looking for an independent brand, please feel free to consult us.
Authorized Watch & Jewelry Dealer CONTÉVANOU
〒151-0053
E1 Nishisando Terrace, 4-28-7 Yoyogi, Shibuya-ku, Tokyo
＜Contact Us＞
TEL: 03-3299-8008