It's been about 100 years since the invention of the mechanical watch.
Its history began with pocket watches, then evolved into wristwatches, and it continues to evolve every day.
We will introduce the history of mechanical watches, from their dawn in the early 1900s to their heyday in the 1950s and 60s, through the quartz crisis and the rise of a new era, as well as works by independent watchmakers, along with masterpieces that represent each era.


[1910s] - From pocket watches to wristwatches -


In the 19th century, pocket watches were the dominant form of portable timepiece, but from the early 1900s, wristwatches gradually began to gain popularity.
Aerowatch was founded in Switzerland in 1910, right in the middle of the transition from pocket watches to wristwatches. Initially, they specialized in pocket watches, but around 1942 they began to seriously manufacture wristwatches as well.
Among them, the "1942" series is a particularly representative collection. It features elements that evoke a sense of "classicism," such as an onion-shaped crown and wire lug-like design.
Its classic design, reminiscent of a pocket watch, exudes a timeless beauty that transcends trends and fashions, while also reflecting the brand's commitment to craftsmanship that adheres to the finest traditions and techniques from its founding.
AEROWATCH "1942 Moon Phase" ¥291,600
Automatic winding, stainless steel, 42mm case diameter, 5 ATM water resistance


[1930s] - The rise of Art Deco -


Art Deco, an artistic style that originated in France and was popular from the 1920s to the 1930s, gradually incorporated its linear designs into watches, resulting in the creation of many rectangular and tonneau-shaped case designs.
Wempe is a long-established luxury watch and jewelry store in Germany with a history of over 130 years. Furthermore, as a manufacture that handles everything from movement development to production, it is a leading brand in the German watch industry.
The "Chronometerwerke" series is a collection featuring in-house manufactured movements that meet German chronometer standards, and the transparent case back allows you to appreciate the traditional German watchmaking techniques.
With its timeless, sophisticated design and high level of craftsmanship, this watch is truly worthy of being a lifelong companion.
WEMPE "Chronometerwerke" ¥734,400
Manual winding (in-house), stainless steel, case size 45.5 x 37.7 mm, 3 ATM water resistance, German chronometer certified.


[1960s] - Minimalist Design -
The Bauhaus can be considered one of the pinnacles of modern industrial design. Max Bill, who faithfully adhered to the Bauhaus concept of "making design a science," is called the last master of the Bauhaus. His designs, which are minimalist yet far from bland, can be said to be the epitome of minimalist design.
The Junghans "Max Bill" collection is currently the most well-known product line featuring Max Bill. With its slim bezel and simple dial, this model faithfully reproduces the original design from 1961.
The model we're introducing today is the "Max Bill Chronoscope," released in 2015. It features both a date display and a day display, and is characterized by Max Bill's signature Arabic numerals.
JUNGHANS "Max Bill Chronoscope" ¥320,760
Automatic winding, stainless steel, 40mm case diameter, 3 ATM water resistance


[2000s] - With Fashion -
In 1991, with the cooperation of SINN, Bell & Ross launched "BELL&ROSS by SINN," marking the beginning of their history. In 2002, they became independent from SINN and established a factory in La Chaux-de-Fonds, Switzerland. Bruno Belamich, one of the founders, leveraged his experience in the arts to create distinctive models.
The BR01, launched in 2005, was designed with inspiration from aircraft instruments. Its instantly recognizable Bell & Ross design has made it a core collection of the brand, even 10 years later. The BR series was immediately captivating to Ralph Lauren upon its release, who used it in his advertising visuals, and it gained support from the fashion industry and military due to its visibility and design.
The model we're introducing today elevates Bell & Ross, which usually has a strong military aesthetic, into a high-end military watch, giving it a fresh new look.
Bell & Ross "BR03-92 Golden Heritage" ¥529,200
Automatic winding, stainless steel, case size 42mm (vertical) x 42mm (horizontal), 10 ATM water resistance.


Which era of watches did you prefer? By exploring the long history of watches alongside these masterpieces, you're sure to have made some new discoveries.
Why not take this opportunity to find your own "masterpiece"?


*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 8th Floor = Isetan Men's Residence
03-3352-1111 (main representative)