Japan’s watchmaking legacy is an interesting tale of innovation, resilience, and timeless craftsmanship that continues to captivate the world.
In 2023, Japanese manufacturers shipped nearly 49.9 million complete watches, generating a total value of $1.87 billion. That same year, exports accounted for 44.3 million units, surpassing $1.25 billion in export value. Notably, shipments to Europe rose by 19%, while North America saw a 5% increase, and Asia experienced a modest 1% growth. [1]
Domestically, Japanese watchmakers sold 5.5 million timepieces, whereas imports reached 15 million units, excluding smartwatches. The average price of a Japanese analog quartz watch in the domestic market was around $32, substantially lower than the average Swiss quartz watch price of $319. [1]
Below, I present the top Japanese watch brands that seamlessly blend cutting-edge innovation with timeless craftsmanship, securing a strong presence in the $104.21 billion+ global watch market.
Did you know?In 2024, the Japanese watch market was valued at $6.6 billion. It is projected to reach $9.8 billion by 2033, growing at a CAGR of 4.6% from 2025 to 2033. [2]
Table of Contents
16. Vague Watch Co
Price Range: $300 – $1,000+Popular Models: BLK SUB, Coussin
Competitive Edge: Affordable alternative to expensive vintage watches
Vague Watch Co. is a Japanese microbrand best known for its vintage-inspired, military, and tool watches that pay homage to classic mid-20th-century timepieces. It recreates iconic designs from Rolex, Blancpain, and military-issued field watches, but with an intentional “faux patina” treatment, giving the watches a pre-aged, well-worn aesthetic.
What sets the brand apart is its ability to offer affordable alternatives to high-priced vintage watches. Instead of spending tens of thousands on a real vintage Rolex Submariner, collectors can buy a BLK SUB for under $800, getting the vintage look without the risks.
Their timepieces are available through their official website and select international retailers. In the US, their watches are offered exclusively through Uncrate Supply.
15. Naoya Hida & Co
Founded: 2018Price Range: $20,000 – $60,000+
Popular Models: NH Type 1B, NH Type 4A
Competitive Edge: Ultra-limited production & exclusivity
Founded in 2018 by Naoya Hida, a veteran in the Japanese watch industry, Naoya Hida & Co has quickly gained a cult following among collectors and connoisseurs. The brand has a small but highly curated collection, with new models released in extremely limited runs each year.
The NH Type 1B, for example, is the first-ever Naoya Hida timepiece, inspired by 1930s Swiss dress watches. It features a hand-engraved, sandblasted dial and uses a highly modified ETA 7750 base movement. Another notabe model, NH Type 1D-2, features an 18K yellow gold case and a silver friction-plated German silver dial, adorned with 60 handcrafted 18K yellow gold minute markers. [3]
Each Naoya Hida timepiece takes several months to complete, and most models sell out immediately upon announcement, with waitlists stretching several years.
14. Credor
Founded: 1974Price Range: $5,000 – $500,000+
Popular Models: Credor Eichi Series, Fugaku Tourbillon
Competitive Edge: Spring Drive technology
Credor is a high-end luxury watch brand under Seiko, known for its ultra-fine watchmaking, artistic craftsmanship, and use of precious materials. While Seiko caters to a broader audience, Credor targets high-net-worth individuals and collectors looking for a Japanese alternative to Swiss haute horology.
The Fugaku Tourbillon, for example, is a limited-edition masterpiece featuring intricate engraving and lacquer work, housing Seiko’s first tourbillon movement. Another standout model, the Eichi II (2014), is regarded as one of Japan’s finest hand-finished watches, rivaling Swiss legends like Philippe Dufour. It features the Spring Drive caliber 7R14, offering a 72-hour power reserve and an impressive accuracy of ±1 second per day. [4][5]
These watches are highly exclusive and often produced in limited quantities. They are available through select Seiko Boutiques and authorized retailers worldwide.
13. Masahiro Kikuno
Price Range: $40,000 – $100,000+
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Popular Models: Wadokei, Enten
Competitive Edge: First & only independent Japanese AHCI member
Masahiro Kikuno is one of Japan’s most exclusive independent watchmakers who creates highly customized, limited-production watches. Since he is a single-person atelier, his production numbers and revenue are significantly different from mainstream brands.
In 2011, Kikuno gained international attention by transforming the traditional Japanese wadokei clock into a wristwatch format. The original wadokei used temporal hours, dividing daylight and nighttime into six equal parts each, with the length of these hours adjusting according to the seasons. Kikuno’s wristwatch ingeniously incorporated this system, featuring an automatic index-adjusting mechanism that synchronizes with the changing lengths of day and night throughout the year. [6]
In 2013, at the age of 30, Kikuno became the youngest member of the Académie Horlogère des Créateurs Indépendants (AHCI), an elite organization of independent watchmakers.
12. Kentex
Founded: 1989Price Range: $200 – $1,500+
Popular Models: JSDF Series, Marineman Series
Competitive Edge: Official military collaboration
Kentex operates on a multi-segment business model, covering luxury mechanical watches, diver’s watches, military and aviation watches, and custom-made timepieces. They are committed to producing authentic watches that can be cherished across generations.
For example, the Marineman Seahorse model features a Seiko-made caliber NH35 automatic movement, a ceramic bezel, and a mother-of-pearl dial, offering a blend of durability and elegance.
In fact, Kentex is one of the few Japanese watch brands officially supplying timepieces to the Japan Self-Defense Forces (JSDF). Its JSDF Series includes models such as the S715M-04 JSDF Standard Solar Wristwatch, designed for durability and precision, and the Ground Self-Defense Force (GSDF) Watch, specifically crafted for tactical missions.
Furthermore, their LANDMAN series is tailored for ground activities, drawing inspiration from military watches. Known for their toughness and reliability, these watches are ideal for outdoor activities and sports. Some models in this series feature super anti-magnetic functions, enhancing their durability in various environments.
11. TokyoFlash Japan
Price Range: $100 – $300+
Popular Models: Kisai Series, Tenmetsu LED Watch
Competitive Edge: Cyberpunk & sci-fi appeal
TokyoFlash Japan is known for its bold, experimental designs, LED/LCD displays, and cryptic time-reading interfaces. Their collections are often inspired by cyberpunk aesthetics and sci-fi themes.
The company sells exclusively through its official website. It does not distribute through retailers or physical stores, instead relying on limited-edition releases and online marketing.
Among their standout models, the Neutron Motion Sensor LED Watch integrates motion sensor technology, enabling the LED display to activate with a flick of the wrist. Another distinctive timepiece, the Retsu LED Watch, takes inspiration from Tokyo’s vertical neon lights and architecture, featuring an LED interface that illuminates vertically to indicate time. [7]
10. Kikuchi Nakagawa
Founded: 2018Price Range: $20,000 – $50,000+
Popular Models: Murakumo, Ichimonji
Competitive Edge: Extremely limited production
Kikuchi Nakagawa produces handcrafted, ultra-luxury watches with a level of finishing that rivals Swiss haute horology brands like Philippe Dufour, Laurent Ferrier, and Kari Voutilainen. [8]
The brand was founded by Tatsuo Kikuchi and Satoshi Nakagawa, whose distinct backgrounds profoundly shape their watchmaking philosophy. Yusuke Kikuchi, trained in architecture at Tokyo University, brings a structural and design-oriented approach to horology. Meanwhile, Tomonari Nakagawa, a skilled wordsmith with expertise in metalwork and traditional Japanese craftsmanship, infuses each timepiece with artistry and cultural heritage.
Producing just 30 to 50 watches per year, the company ensures each timepiece is hand-assembled with near-perfect finishing techniques. Every watch is a made-to-order masterpiece, requiring a 2-3 year waiting list and direct communication with the brand. Exclusivity is paramount, as these timepieces are available only through private commissions, with no retail presence or mass distribution.
9. Campanola
Campanola Cosmosign CTV57-1231
Price Range: $3,000 – $15,000+
Popular Models: Campanola Mechanical NZ0000-15F, Cosmosign
Competitive Edge: Uses traditional Japanese lacquerware techniques
Campanola is Citizen’s ultra-premium line that focuses on Japanese artisanal techniques and avant-garde designs. Its timepieces are entirely handcrafted in Japan, featuring hand-lacquered Urushi dials, celestial motifs, and astronomical complications.
Positioned above Citizen’s mainline watches, Campanola competes with Grand Seiko and prestigious Swiss luxury brands such as Jaeger-LeCoultre and Breguet. Unlike other luxury watch brands that focus on mechanical movements, Campanola uses Citizen’s ultra-high-accuracy quartz movements (±5 sec/year).
One of the most detailed astronomical watches, the Campanola Cosmosign CTV57-1231, showcases over 1,000 stars of the Northern Hemisphere. Another standout model, the Perpetual Calendar CTR57-1001, features a moon phase indicator, leap year display, and a 12-hour chronograph, blending elegance with advanced functionality. [9]
8. Kurono Tokyo
Founded: 2019Price Range: $1,700 – $4,000+
Popular Models: Kurono Tokyo Grand Hagane, Toki
Competitive Edge: Exclusive designs by Hajime Asaoka
Kurono Tokyo is an independent Japanese watch brand founded by famous master watchmaker Hajime Asaoka. The brand’s philosophy centers on Japanese precision, high-quality materials, and Art Deco-inspired aesthetics, making it a sought-after choice among serious collectors.
It operates on a limited-production, direct-to-consumer (DTC) model, focusing on small-batch releases of exquisitely crafted mechanical watches. More specifically, the company makes only 50-500 pieces per model and releases them via lottery or first-come-first-serve online drops.
In 2023, Kurono Tokyo introduced the Calendrier Series, its first triple-calendar watch. The following year, in 2024, the brand unveiled SENSU NOS, a mechanical timepiece featuring a power reserve complication and a guilloché dial, showcasing its commitment to refined craftsmanship. [10]
The brand continues its strategy of releasing limited-run models, ensuring exclusivity for collectors. Looking ahead, Kurono is focused on expanding its international presence, particularly in North America and Europe, by engaging with a broader community of watch enthusiasts.
7. Knot
Founded: 2014Price Range: $100 – $1,000+
Popular Models: AT-38 Automatic Series, CT-30 Classic Quartz Series
Competitive Edge: Direct-to-Consumer pricing
Knot blends affordable pricing, customization, and minimalist aesthetics with high-quality craftsmanship. It offers more than 100,000 possible combinations of watch heads and straps, allowing customers to create personalized timepieces. [11]
The company operates under a direct-to-consumer (DTC) business model, selling primarily through its official website, brand boutiques, and select online retailers. By cutting out intermediaries and keeping production domestic, it ensures high-quality craftsmanship while offering watches at competitive prices.
Knot has launched limited-edition hand-painted dials, Urushi lacquer watches, and traditional Japanese engraving. It primarily competes with Swiss brands like Junghans, Nomos, and Baltic in the minimalist watch space.
6. Minase
Founded: 2005Price Range: $4,000 – $50,000+
Popular Models: Divido Urushi, Horizon Midnight Blue
Competitive Edge: “Case-in-Case” architecture & floating dial design
Minase was established in 2005 as a subsidiary of Kyowa Co., a precision tool manufacturing company. Unlike most watchmakers, Minase’s origins lie in high-precision metal cutting tools, giving them an edge in case and bracelet craftsmanship.
The company operates on an extremely low-volume model, ensuring each watch is rare and valuable. They make fewer than 500 timepieces annually. Each timepiece is customizable, allowing collectors to personalize cases, dials, and movements. [12]
Minase has pioneered a distinctive floating dial system, where the dial appears to be suspended within the case, creating a striking visual depth. Plus, the brand uses the same mirror-polishing technique as Grand Seiko, resulting in flawless surfaces and sharp edges. Some models take craftsmanship even further by incorporating forged metal dials, crafted using traditional Japanese katana-making techniques.
Furthermore, Minase has collaborated with H-Development, a Swiss-based company, to expand its reach beyond Japan.
5. Grand Seiko
Kodo Constant-Force Tourbillon
Price Range: $3,000 – $200,000+
Popular Models: Grand Seiko Snowflake, White Birch
Competitive Edge: Three innovative in-house movements
As the name suggests, Grand Seiko is the premium watch division of Seiko, dedicated to crafting timepieces that not only rival but often surpass Swiss luxury watches in accuracy, finishing, and durability. It competes with Rolex, Omega, and Patek Philippe.
The company follows a limited production model, with strict quality control, ensuring that every watch meets its “The Nature of Time” philosophy, emphasizing precision, beauty, and longevity.
Grand Seiko produces three distinct types of high-end movements: Spring Drive that combines mechanical power with quartz-level precision (±1 sec/day), Hi-Beat Mechanical movement with impressive accuracy (±3 to ±5 sec/day) and 80-hour power reserve, and High-End Quartz with exceptional accuracy (±5 sec/year).
In 2022, the company unveiled its Kodo Constant-Force Tourbillon, the world-first timepiece that combines a tourbillon and a constant-force mechanism on the same axis, priced at $365,000. [13]
4. Orient Watch
Founded: 1950Price Range: $100 – $3,000+
Popular Models: Orient Bambino, Symphony
Competitive Edge: Produces value-for-money mechanical watches
Orient is renowned for its traditional mechanical craftsmanship, making it a popular choice among enthusiasts seeking budget-friendly, high-quality automatic watches. Over 90% of Orient’s timepieces are automatic or hand-wound mechanical watches.
In 2009, the company became a fully owned subsidiary of Seiko Epson Corporation, giving it access to advanced manufacturing and research facilities while maintaining its independence in design and production.
Orient’s premium collection comes with hand-finished movements, high-end materials, and complications like power reserve indicators. The Orient Star Retro-Future, for example, features a skeletonized open-heart design that elegantly reveals the intricate mechanical movement within. [14]
In 2025, the company celebrated its 75th anniversary by releasing special editions of its Classic and Simple Style series. Among them, a limited-edition model—restricted to just 9,500 pieces—features a vintage-inspired design, including a cursive 1950s Orient logo, a white dial with pink gold indices, blue hands, and a beige nubuck leather strap. [15]
3. Casio
Founded: 1946Price Range: $20 – $3,000+
Popular Models: G-Shock, Pro Trek
Competitive Edge: Unmatched durability and affordability
Founded in 1946 by Tadao Kashio as an electronics company, Casio entered the watch industry in 1974 with the release of the Casiotron, one of the world’s first digital watches. Since then, the company has become a leader in quartz, digital, and rugged watches, famous for its G-Shock, Pro Trek, and Edifice series.
Unlike traditional Swiss brands that emphasize luxury and mechanical movements, Casio dominates the market for durable, function-packed digital and quartz watches. It also integrates modern technology into its wristwatches, offering solar charging, GPS synchronization, Bluetooth connectivity, and shockproof designs.
In FY 2024, Casio generated $1.83 billion in revenue, compared to $1.85 in 2023 and $1.94 billion in 2022. That same year, the company expanded into wearable technology beyond traditional watches by launching its first smart ring, the CRW-001-1JR. [16]
In 2025, Casio partnered with Barbie to release a pink-themed G-Shock watch, aiming to attract a broader audience while leveraging the enduring popularity of the Barbie brand. [17]
2. Citizen
Founded: 1918Price Range: $100 – $10,000+
Popular Models: Citizen Nighthawk, Satellite Wave F900
Competitive Edge: Eco-drive technology, high-frequency quartz movements
Citizen is one of Japan’s largest watch manufacturers, known for its advancements in eco-friendly technology, precision engineering, and mass production capabilities.
Citizen’s radio-controlled watches boast an astonishing accuracy of within one second every 100,000 years. The company also offers watches that automatically sync with GPS satellites, ensuring precise timekeeping anywhere on Earth. [18][19]
The company owns multiple brands and subsidiaries that cater to different market segments, from mid-range timepieces to high-performance sports watches designed for aviation, diving, and land exploration. One notable brand is Bulova, an American watchmaker under Citizen Group, known for its high-frequency quartz movements and timeless designs.
In FY 2024, Citizen reported $2.13 billion in net sales and approximately $200 million in operating profit. It has focused on sustainability, with initiatives like the Eco-Drive technology reducing the need for battery replacements. Looking ahead, the company plans to increase its production capacity in the machine tools business.
1. Seiko
Price Range: $100 – $2,000+
Popular Models: Seiko Prospex Turtle, Alpinist
Competitive Edge: Fully in-house production
Seiko is one of Japan’s most iconic watch manufacturers and a global leader in horology, famous for its innovation, craftsmanship, and ability to cater to multiple market segments. It started as a small watch repair shop before evolving into a major watchmaking powerhouse.
Over the decades, Seiko has introduced groundbreaking technologies, such as the world’s first quartz watch (Seiko Astron, 1969), the Kinetic movement, and the Spring Drive technology—a hybrid of mechanical and quartz accuracy.
The company operates under a vertically integrated business model. Unlike Swiss brands that often rely on third-party movement suppliers like ETA, Seiko produces all its components in-house, ensuring superior quality control and innovation.
In FY 2024, Seiko generated $1.88 billion in revenue. Its global distribution network spans over 70 countries, with the Asia-Pacific region accounting for over 60% of total sales. The company continues to innovate, prioritizing sustainability through eco-friendly packaging and a commitment to achieving net-zero carbon emissions by 2050. [20][21]
Read More
- 18 Top German Watch Brands
- 14 Most Expensive Watch Brands In The World
- 20 Types Of Watches Based On Movement, Functionality and Style
- Global Operations, Japanese watch & clock industry, Japan Clock & Watch Association
- Trend Analysis, Japan watch market report by type and distribution channel, IMARC Group
- NH TYPE 1D-2, About five pieces to be produced between 2024 and 2025, NAOYA HIDA & Co
- Jack Forster, The Seiko FUGAKU limited edition Tourbillon, Hodinkee
- Eichi Ⅱ, Taking the simple watch to the highest peak, Credor
- Watches, Automatic wari-koma dial watch (Wadokei), Masahiro Kikuno
- Retsu LED Watch, Retsu comes complete with an adjustable suede leather strap, Tokyoflash Japan
- Erik Gustafson, Kikuchi Nakagawa Murakumo, Hairspring
- CTV57-1231, Includes 1,027 stars and planets with a magnitude of 4.8 or brighter, Citizen Watch
- SENSU NOS, It offers a window into Japanese heritage with its Kanji hour markers, Kurono Tokyo
- Homepage, Enjoy over 100,000 Mix & Match options, Knot
- Handmade in Japan, Rare and unique watches paying tribute to the culture and traditions of Japan, Minase
- SLGT005, Tourbillon is reborn with a new theme expressing daybreak, Grand Seiko
- Original Retro-Future Camera, Designed to resemble rangefinder cameras from the 1950s, Orient
- 75th Anniversary Limited Models, Classic and simple style models, Orient
- Andrew Liszewski, Casio’s first smart ring has innovative features like a stopwatch and flashing alarm, TheVerge
- Story, There is now a Barbie-themed G-Shock Watch, Wired
- Homepage, Citizen has capabilities of all its manufacturing in-house, Citizen Global
- Satellite Wave GPS watches, Precise time beamed in from 20,000 kilometers up, Citizen Watches
- Companies Highlights, Seiko Group’s revenue throughout the years, CompaniesMarketCap
- Climate Change, Group has completely eliminated the use of ozone-depleting substances, Seiko Group
