Not really famous in Western Europe despite a worldwide renown, the Japanese brand Orient has still efforts to make to be cited by European consumers as the best watchmaking brand for its excellent quality-price ratio… In this article, we will try to understand the Seiko group’s (newly known as Epson Group) strategy regarding its subsidiary, why Orient has still trouble to become famous in Europe despite a 60 years life and finally, if Orient watches deserve all the praises that specialists do on the quality of its timepieces!
A non-existent communication,
a deliberate choice or limited means?
The watchmaking brand Orient looks like an exception in the 21st century, which is marked by globalisation and mass consumption. None appear in (western) magazines, a few Youtube videos which only focus on the products’ presentation, a website with an old interface (when we are writing these lines)… It seems like the manufacture doesn’t want to be seen!
Yet, according to the CEO, Jiro Miyagawa, the Orient watches are sold in more than 80 countries today, which makes them the 3rd watchmaking manufacture in Asia! For a brand that is more than 60 years, it is quite a good achievement. Especially as all the Orient watches are equipped with a handmade movement, with pieces that are made in the brand’s workshops.
After a few hours searches, the Conteenium team has finally found a spot on the brand’s American website: Orientwatchusa.com. This advert is in fact a look book which presents the Spring-Summer 2015 collection :
The basic model: a competitive market?
While “classical” watchmaking brands juggle with 3 pillars to distribute their watches (price, marketing and quality), the Japanese brand’s strategy has only 2 main pillars, that you can found on any Orient watch: an accessible price and a perfect quality.
By getting rid of the most expensive cost, communication, Orient managed to offer automatic watches that start at 130 euros. Genius.
The Orient watch in Europe and North America
History
It’s not a secret that European and North American people are one of the most demanding consumers in the world. This type of client gives their trust only after relying on the reputation of the brand and the products he consumes most of the time.
Who, among the Orient watches’ owners, hasn’t been surprised by the name of the brand the first time? It isn’t as charming as the occidental’s brand names we know and which are being praised since centuries… And yet, by having a look at the logo and the brand, we can see a mechanism which can competes with certain Swiss Made calibers!
Let’s take an example: the Sun and Moon model. It has a 46B46 calibre, a thin and precise movement, with 3 complications: date at the 6th hour, the day gauge at the 2nd hour and the Day/night complication at the 11th hour. All of the pieces are put together by hand, and covered with a sapphire glass, for an incredible price (less than 260€…)
The brand decided, as a proof, to record a short report in its factory showing the watches’ production. This video delivers the only images of the manufacture: video
The expansion
If Mr. Miyagawa had to retain only one memory from its brand expansion, it would probably be the Internet advent.
Indeed, the neighbourhood watchmakers were, for decades, the only places for people who wanted to buy a great clock. But they progressively disappeared and gave up their seats to industrialised shops and big brands.
During the 2000’s and the progress of internet, watchmakers discovered another angle : good posters were not enough to convince people to buy a product. The feedback had become the cornerstone for selling. A bargain for Orient…
To read the next part of this article, please click here : Orient Star & Royal Orient, serious rivals of the Swiss made?
