Japanese watchmakers are aggressively expanding overseas as global market growth slows. Japanese watch exports rose 10 percent to ¥207.9 billion ($1.32 billion) in 2025, while Swiss exports declined. Seiko, Citizen, and Casio reported strong quarterly growth, with Seiko's watch sales increasing 34 percent to ¥63 billion.
Japan became the world's second-largest market for Swiss watch exports. Mechanical watch volumes rose 29 percent, while digital quartz volumes fell 31 percent. Akio Naito, president of Seiko Watch Corporation, attributes growth to a global brands strategy pursued over the past decade.
Grand Seiko, the group's upmarket brand, expanded internationally after becoming standalone in 2017. International sales now rival domestic sales. Seiko plans to repeat this success with Credor, which began exporting last year after 50 years of domestic sales only.
The US is a key growth market, bolstered by Shohei Ohtani's role as ambassador. Strong momentum also comes from India and Australia. Naito notes a shift in consumer perception toward Japanese craftsmanship and design excellence beyond mere functionality.
Source: Financial Times Companies · Résumé par HeadlinesBriefing