Casio's EFK-100 mechanical wristwatch.
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Major Japanese watchmakers are enjoying a strong resurgence as consumers increasingly trade smartwatches for traditional analog timepieces.
Seiko Group and Citizen Watch have nearly doubled their wristwatch sales compared with five years ago, when demand slumped during the COVID-19 pandemic.
The revival is being driven in part by younger consumers, who are turning away from feature-packed smartwatches in favor of simpler analog designs. Mechanical watches, powered by a hand-wound or self-winding mainspring rather than a battery, are also seeing renewed interest.
Young Buyers Drive Demand
Seiko's premium Grand Seiko brand has been the company's biggest growth driver. Revenue from its watch business in the fiscal year ended March 2026 was nearly double that of the fiscal year ended March 2021.
The company has also benefited from price increases by competing Swiss luxury brands, making Grand Seiko a more attractive value proposition.
Citizen's watch sales more than doubled over the same period, driven primarily by strong demand in North America and Europe. Casio Computer, best known for its rugged G-Shock watches, posted a more modest but still healthy 40% increase.
Back to Basics
The recovery reflects cooling enthusiasm for smartwatches, particularly among younger consumers.
Many users have grown tired of regularly recharging their watches or dealing with a constant stream of emails, messages, and app notifications.
Others simply prefer the craftsmanship and distinctive style of traditional timepieces. Some buyers even start with a smartwatch before developing an appreciation for mechanical and analog watches.
Sensing the shift, Casio released its first mechanical watch, the EFK-100, last summer. The company says the model combines the intricate engineering of a mechanical movement with the durability for which Casio is known, and early sales have been encouraging.
Growth Expected to Continue
Seiko and Citizen have also reported strong growth in mechanical watch sales. A Seiko spokesperson said more customers are embracing the hands-on nature of mechanical watches, enjoying the ritual of winding them and occasionally adjusting the time rather than viewing those tasks as inconveniences.
All three companies expect their watch businesses to continue expanding in the fiscal year ending March 2027.
Casio President Shin Takano said the company expects more consumers to switch from smartwatches to traditional watches, while rising incomes in emerging markets create new demand.
"We believe the shift away from smartwatches will continue, and we also see significant opportunities in emerging economies," he said.
(Read the article in Japanese.)
Author: The Sankei Shimbun
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