A group of men in their 30s from Isetan Men's visited the watch department on the 5th floor of the main building of Isetan Shinjuku, which reopened this spring, in search of a wristwatch they could wear every day.

Buyer Ueno will guide you through finding the perfect watch to match the fashion of the "GUIDE by ISETAN MITSUKOSHI" crew. Be sure to watch the video until the end!

The three crew members visited the watch department on the 5th floor of the main building of Isetan Shinjuku, which reopened in March of this year after expanding its area by about 1.4 times. The lineup, which previously focused mainly on high-end brands, has been broadened to include a wider range of prices, strengthening the so-called entry-level and mid-range selections.

Based on the concept of "selecting and condensing highly sophisticated items," the floor was designed with a particular focus on Japanese brands, and a zone featuring a concentration of Japanese brands unfolds at the entrance.

[The aesthetics glimpsed from the cuffs]
"Men who don't wear watches" enjoy watches as a fashion statement, not for their specifications!

The three crew members, feeling a bit nervous in the luxurious atmosphere of the newly renovated watch department on the 5th floor of the main building of Isetan Shinjuku, are actually "men who don't wear watches."

When asked about their impressions of watches, Tsuchiya said, "Watches have a flashy image, and I don't really associate them with fashion," while Tashiro said, "Watches have a symbolic feel to them, and they're very assertive, like, 'Look at my watch!'"

Leading these "watch beginners" is Shota Ueno, a buyer with 3 years of experience as a watch buyer and a total of about 15 years in the jewelry and watch industry.

This time's theme is "Enjoying watches as a fashion item," so what kind of watches will be featured?!

Tsuchiya, a handsome and innocent Japanese man, is a hot topic right now with this domestic brand!

The buyer, Ueno, chose the SEIKO PROSPEX Alpinist "SBEJ005" for Tsuchiya, a watch whose appeal lies in its "well-balanced design, much like Tsuchiya herself."

Buyer's Selection Criteria

• ① The "just right size" that suits Tsuchiya's styling, which often includes denim and casual items.
• ②Currently, watch cases with a diameter of 40mm or less are gaining attention, and those in their 30s are particularly popular in the late 30mm range.
• ③ The overall design balance of the watch is excellent, with a deep green dial, gold Arabic numerals, and a superb design where green and red coexist to improve visibility.
• ④ By changing the band, it can be matched with dressy outfits such as suits and matching sets.

This model truly embodies our theme for this event: "Enjoying watches as a fashion accessory."

Tsuchiya, who was wearing the recommended Seiko Prospex SBEJ005, praised it, saying, "I like that it blends in with my fashion rather than just being a watch that stands out on its own!"

The fact that it's equipped with the Caliber 6R54, which boasts a long power reserve of 3 days (approximately 72 hours) and a GMT function, is another reason why it's a must-buy!

Fushinuki encounters the "40th Anniversary Limited Edition Model," which embodies everything G-SHOCK has to offer!

For this special feature, buyer Ueno chose two models from G-SHOCK's top-of-the-line "MR-G" series and a G-SHOCK 40th anniversary model. G-SHOCK is a staple brand for men in their 30s, but while a casual, standard model costs around 20,000 to 30,000 yen, the "MR-G" models cost about ten times that amount.

Buyer Ueno explained, "When you reach your 30s and 40s, you start wanting high-quality items, and while the 'MR-G' has a nostalgic design, the materials and construction are completely different. This G-Shock 40th anniversary model, the 'GCW-B5000UN-1JR,' uses carbon material. It has a luxurious feel, yet it's so light you forget you're wearing it—it's a high-quality G-SHOCK for adults."

Tashiro commented, "The G-Shock worn by an actor in a certain Hollywood speed movie was a masterpiece, but this is amazing," and Fushinuki, who was actually wearing it, also seemed pleased.

Tashiro, being the contrarian she is, can't bring herself to say, "I'm wearing a Swiss-made watch," so an Austrian-made one suits her perfectly!

For Tashiro, who has a strong personality and a contrarian nature, buyer Ueno selected a niche brand, Habring2, an Austrian brand with a "cool yet basic" look.

"This brand faithfully references the history of watchmaking while updating it, and its characteristic feature is that it is not bulky due to the handcrafted nature of the watches," he explains.

Tashiro, wearing the watch on her wrist, commented, "It's a classic pilot's watch, but the rough texture of the matte black finish on the dial, the Arabic numeral indices, and the leather band give it a retro military feel," seemingly quite pleased with it.

Buyer Ueno says, "It's a brand that manufactures its own products, and its rarity, with only a few hundred bottles produced annually, is also appealing."

Are You Ready? It's time for our annual runway show: "Let's walk through the watch section!"

Tsuchiya Select " SEIKO PROSPEX SBEJ005"

Fushigi Select " G-SHOCK GCW-B5000UN-1JR"

Tashiro Select " Habring2/Hub Ring Two Erwin Pilot"

Next time, we'll be discussing "Choosing a leather wallet to buy on the next Ichiryu Manbai Day (a day considered auspicious for starting new ventures)." Stay tuned!

►Watch the full video " Choosing the Right Watch for Adults in Their 30s " here!

*The information in this article is current as of April 26, 2024, the date the main video was released. Product information may be revised or changed without notice.


Text: Makoto Kajii

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