"Japan Senses," a four-year project launched in 2011 by Isetan, aims to rediscover the value created by Japanese tradition, culture, and aesthetics, and to highlight the creators behind them. On each floor of Isetan Shinjuku Store, Men's Building , we will introduce creations that embody traditional Japanese techniques and new sensibilities.


Isetan Shinjuku Store, Men's Building 8th Floor = MINASE, an independent Japanese watch brand that is attracting attention, specializing in men's watches.
Founded in 1963 as Kyowa Seikou Co., Ltd., a cutting tool manufacturer, the company initially focused on drills for precision metalworking. Later, its accumulated expertise in drill manufacturing and metal cutting attracted the attention of a watch manufacturer. Entering the watchmaking market with stepped drills, the company also began manufacturing watch cases alongside its tool business.

After gaining experience in OEM and other areas, in 2005, he launched a new watch brand called Minase, named after Minase, Akita Prefecture, where his workshop is located. Together with craftsmen possessing superior tools and jigs and excellent manufacturing techniques, he continues to challenge Japanese craftsmanship as a comprehensive watch brand, aiming to "create watches that will be talked about for 100 years to come."


For this Japan Senses event, Minase will be accepting custom orders for stainless steel cases, instead of the usual 18k gold cases.
We will also be introducing new colors for "Five Windows."


Minase "Five Windows" [ Stainless steel case, case size 46.5 x 38.0 mm, automatic movement, 5 ATM water resistance] ¥378,000 (tax included)

See other men's watches from "JAPAN SENSES" here.

inquiry
Isetan Shinjuku Store, Men's Building 8th Floor = Isetan Men's Residence / Men's Watches
03-3552-1111 (main representative)