COMPETITIVE LANDSCAPE
Rolex maintains lead through careful strategy
The traditional and connected watches market in Japan remains moderately concentrated, with the top two brands, Rolex Japan Ltd and Swatch Group Japan KK, holding significant retail value share. In 2025, Rolex Japan Ltd maintained its lead with a 22% share, followed by Swatch Group Japan KK with 13%.
Gen Z preferences will continue to drive market dynamics
Gen Z's increasing preference for traditional watches as a form of self-expression is reshaping brand dynamics, with brands like Casio benefiting from this trend. The cheap Casio phenomenon on social media highlights the appeal of affordable, retro-styled watches.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Traditional and Connected Watches industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Traditional and Connected Watches industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional and Connected Watches in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Traditional and Connected Watches in Japan?
- Which are the leading brands in Traditional and Connected Watches in Japan?
- How significant is tourism in determining sales and demand for Traditional and Connected Watches in Japan?
- How are COVID-19 and global recession impacting demand for Traditional and Connected Watches in Japan?
- In the wake of COVID-19, how soon can Traditional and Connected Watches be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Traditional and Connected Watches in Japan - Category analysis
KEY DATA FINDINGS
Luxury appeal and technology sustain watches amid volume declines
Resale and rental drive value sales growth despite volume slowdown
Japan’s cost-conscious consumers embrace entry-level smartwatches
Affordable retro watches rise as Gen Z embraces authentic, gender-neutral fashion
Strong domestic purchasing power will support growth
Traditional and connected watches segments can coexist happily
Yen depreciation and tourism set to boost luxury watch sales
Rolex maintains lead through careful strategy
Gen Z preferences will continue to drive market dynamics
Physical retail remains vital for luxury watch sales
E-commerce gains traction for connected watches sales
Bic Camera enters pre-owned watch market at Yurakucho
Personal Accessories in Japan - Industry Overview
Tourism rebound and market polarisation fuel accessories growth
Tourism-fuelled growth reshapes Japan’s personal accessories market
Luxury demand strengthens owing to market polarisation
Resale innovation elevates luxury engagement
Value-added offerings will sustain brand relevance in a competitive market
Character collaborations to drive cultural momentum
Demographic shifts demand strategic adaptation
Leading luxury brands dominate with strong presence
Richemont stays ahead by deepening connection through elevated craft and storytelling
In-store experiences sustain offline dominance in luxury accessories
TikTok shop accelerates social commerce growth
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional and Connected Watches
-
-
-
- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
-
- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
-
- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
-
-
-
- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
-
- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
-
- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
-
-
-
-
-
- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
-
- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
-
- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
-
-
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional and Connected Watches research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!