We asked store manager Nakamura about the appeal of vintage watches from the 1950s to the 1970s.

—It's been six months since you opened in February. What has the customer response been like?

The vintage watches offered by "Original Reboot Vintage Watch" are curated with the concept of being the kind of watches that men who come to Isetan Shinjuku Store, Men's Building to buy suits and leather shoes would wear. The collection mainly focuses on the 1960s, when domestic and international brands were fiercely competing in the mechanical watch market, but also includes watches from the late 1950s to the 1970s. For example, when you buy a suit or formal wear on the 5th floor of Isetan Shinjuku Store, Men's Building , or leather shoes from JOHN LOBB or Edward Green on the basement floor, you might want a watch that is thin enough to fit perfectly inside your shirt cuff.

—So, it's not the typical "sporty, oversized" watch that's currently mainstream, right?

People who already own a collection of high-end luxury sports watches often find that a unique 36mm vintage watch fits comfortably on their wrist without being overly flashy. This leads them to purchase Grand Seiko or King Seiko watches, realizing they lacked a suitable watch for formal occasions like weddings and funerals.

-- How do you rate watches from the 1950s to the 1970s, Mr. Nakamura?

I've been in the watch industry for 25 or 26 years and have seen many different watches. Before Seiko released the world's first quartz wristwatch in 1969, watch manufacturers around the world were competing for dominance with mechanical watches. Before 1969, they competed on accuracy, or by creating thinner movements. In the 1970s, after the advent of quartz, they focused on case design, and there's a certain "fascination with uncompromising craftsmanship." Watches from the 1960s, in particular, each have their own individuality and characteristics, and when you learn "why they were made," it turns into a sense of attachment.


What is the joy of owning a one-of-a-kind vintage item?

—Could you tell us about the main brands you carry and the price ranges in which they sell best?

We have about 10 brands in stock, including domestic brands like Grand Seiko and King Seiko, and international brands like International Watch Company and Audemars Piguet, all of which come with a six-month warranty (for natural malfunctions). The best-selling watches are in the 200,000 yen range. Customers appreciate that "you can buy a perfect example of a 1960s mechanical watch for around 200,000 yen if you choose a vintage model."





—Could you tell us about any customers who have left a lasting impression on you?

Those purchasing a vintage watch for the first time often say things like, "It's not influenced by trends, and it's unique." Also, a man in his 60s was thrilled to find a watch his father bought him when he was a student, and some people search for a watch from the year they were born, as the manufacturing year is known for Japanese-made watches. In all these cases, the charm lies in the fact that vintage watches retain the strong craftsmanship of artisans.

The photo of the "back cover" in the specifications sheet speaks volumes about the high level of appraisal and maintenance skills.

The watches they handle always come with a specifications sheet that includes the year of manufacture and caliber number, as well as a photograph of the watch with the case back open. "These photographs of the watches with the case back open are taken on the spot when we acquire them. We check the condition on the spot for rust, scratches, etc., then they are overhauled at a repair workshop and given a proper polish. Only then do they appear on display in the store," says store manager Nakamura.

The overhaul and adjustment are carried out by Kyoei Sangyo, a watch repair company with 50 highly experienced and accomplished repair technicians, boasting an annual repair record of approximately 120,000 watches. Kyoei Sangyo is renowned for its high-level maintenance that preserves the original qualities of each watch, and if you look closely at the watches on display, you'll notice that the cases have a finish that reflects the character of their era. The store manager says, "We deliberately don't polish them to a shine; our craftsmen finish each watch individually to achieve just the right appearance."

Furthermore, to ensure you can enjoy your precious watch for many years to come, we also offer services such as battery replacement, strap replacement, repairs, and overhauls, supporting your vintage watch lifestyle.

*We accept items for safekeeping.
*Please ask a staff member for details regarding fees and other information.


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Grand Seiko and King Seiko are also available! A shop specializing in vintage watches has opened on the 8th floor Isetan Shinjuku Store, Men's Building .


Isetan Shinjuku Store, Men's Building 8th Floor, Isetan Men's Residence

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