When it comes to wristwatches and being a “watch guy”, there is one brand that I have been loyal to for the longest time and that’s Orient.
The Orient Watch Company, Limited (Orient Tokei Kabushikigaisha) is Japan’s largest producer of mechanical watches and is owned by Seiko Epson. Although the company producers both quartz and mechanical watches, Orient is best known for its mechanical watches internationally.
The company was founded back in July 1950 but its roots began back in 1901 when Yoshida Shogoro opened a wholesale watch shop in Ueno known as Yoshida Watch Shop (Yoshida Tokei-ten).
By 1921, the company would become known as Toyo Tokei Seisakusho (Toyo Watch Mfg., Co., Ltd.) and focused on table clocks and by 1934, they would branch into manufacturing watches with a new factory created in 1936 in Hinto Town, Minamitama District.
Unfortunately, the war put some hardship on the company but the company would exist as Toyo Watch Co., Ltd. but in 1946, a labor dispute broke out and it was so bad that one person was killed and 100 people were injured.
Needless to say, Toyo Watch Co., Ltd. ended its business.
So, how does Orient connect to the company that Yoshida Shogoro created and would end decades later?
Well, in 1950, that factory that which was originally created by Toyo Watch Co., back in 1936, would become the factory rented by a new watch company that was established, the Tama Keiki Co. That company would change its name to Orient Tokei Kabushikigaisha (Orient Watch Co., Ltd.) and that same year, Orient would release their mechanical watch known as the “Orient Star”.
Known back then as Tama Keiki Co., Ltd., the company started to manufacture watches until changing the name to Orient Tokei Kabushikigaisha (Orient Watch, Co., Ltd.).
Orient would go on to purchase the old factory in 1952 and business did well that they were listed on the Tokyo Stock Exchange in 1961.
By 1976, the company hired Sonny Chiba to be its image character for commercials and advertisements.
And from there on, Orient which was a strong company purchased major stake in Tokyo Tokei Seizo Co., Ltd., which became a subsidiary of Orient, and they also established Hago Watch Precision Co., Ltd. (which would be come UTS Co., Ltd.) as a subsidiary.
In 1984, Orient would establish Sotec Co., Ltd. which would have a joint venture with Epson and they would enter in an IC assembly business together. And two years later, Orient would establish the Akita Orient Precision Co., Ltd. as a subsidiary.
Back in the ’80s, Orient had scored the top music artists to represent their watches in various commercials such as Nakamori Akina, idol singer Iwasaki Yoshimi, idol pop duo WINK, comedian Yamada Kuniko and many more.
So, now I’m going to establish how Orient became part of Epson.
Many may wonder, why would Seiko by Epson? And why is Orient under Seiko Epson?
So, first let’s quickly discuss the history of Epson, the original watch company
And while many people outside of Japan thinks of Epson as the company who makes printers and once made computers, back in 1942, Yamazaki Hisao, who was a former employee of the once famous Hattori Watch Shop (now owned by Seiko Holdings), which was a company founded by Hattori Kintaro back in December 1881. In fact, if you walk by Ginza, you will more than likely see the Wako Co., Ltd. building, which is actually the original Hattori Watch Shop and is still the address where Seiko Holdings, Co., Ltd. is registered.
The old Hattori Watch Company building, which is the registered HQ location of Seiko Holdings, Co., LTd. in Ginza. The building is now called the Wako building.
As for Yamazaki Hisao, who worked at the once famous Japanese watch shop, he would go to to do retail and repair watches in Suwa City, and was known as Daiwa Kogyo Co., Ltd.
The Hattori family and Daini Seikosha (which would later become known as Seiko Instruments, Inc.) would invest in the company to manufacture and assemble wristwatch parts. Suwa City would later be known as “Oriental Switzerland” because a big part of Suwa City was dedicated into manufacturing clocks, cameras and more.
By 1961, the company would eventually become known as Shinshu Seiki Co., Ltd. and then later as Epson Co., Ltd. In 1985, Suwa Seikosha and its subsidiary Epson Corporation would merge and change their name to Seiko Epson Corporation.
Seiko Epson Corporation and Seiko Holdings are Seiko, but they operate independent from each other.
Now how Orient was acquired by Epson
As mentioned, Epson pretty much owned a stake in Orient starting in 2001 and completely by 2008. That is the connection with Orient to Epson and Epson to Seiko.
Epson would become the largest shareholder in the company in 1997 and Sotec Co., would be transferred to Epson the following year. And because the company would be owned 52% by Epson in 2001, Orient would be delisted on the Tokyo Stock Exchange and became a green sheet brand (for those familiar with “pink sheet” stocks in the US, its similar).
And Epson would go on to purchase the remaining shares of Orient in 2009 and the green sheet brand was canceled and the Orient was officially delisted as it would become a subsidiary of Epson.
Seiko Epson would continue to to focus Orient’s two brands.
“Orient” which is targeted towards the budget conscious mechanical and quartz watch fan and the “Orient Star” which is targeted for those who want to afford a more expensive mechanical watch with power reserve (so you can see on the display of how long the watch will run without it needing to be wound).
It’s a much different vibe, compared to its cousin, Seiko (and now have various brands such as Astron – which made the world’s first Quartz watch, Prospex, Presage, King Seiko, Seiko – which produces their affordable Seiko 5 line, Lukia, Brightz, Dolce & Exceline, Seiko Selection), but for those who want affordable, Japanese movement mechanical watches, Orient delivers.
And yes, these Orient watches are made in Japan at the head office factory of Akita Epson (formerly known as Akita Orient Precision), which was originally established by Orient in the early ’80s.
But going back to Orient Watches, while Orient started long ago, think of the Orient today, as an extension of what Epson was at one time, a watch company which once resided in Suwa City aka “Oriental Switzerland”.
There has been discussion on forums that “Orient” is a derogatory word related to “Oriental”. And being a man of Asian decent, yes, It can be deemed as racist primarily if used to describe an Asian person, but not a watch name, a train or a rug.
While Epson could have changed the name, to Shinshu Seiki or even Suwa Seikosha or even Epson, I think Orient is fine in keeping as tradition of the name of the original company from the early ’50s and for Epson being the former Suwa Seikosha, which was part of “Oriental Switzerland”. The name “Orient” seems to work quite well!
The ORIENT of TODAY!
Orient has its fans who love the Japanese movement precision of their watches and style.
When you buy an ORIENT watch today, think of the watch brand as the melding of the Orient and Epson of old. A fusion of two companies with a long history from the past and joined together to what is made in the present.
Sure, it may not have the advertising blitz as the company did in the ’70s and early ’80s, but Orient/Orient Star watches are beloved by many worldwide, may it be the Orient Bambino Gen 2 watches, the sun and moon watch or the Orient Star Skeleton watch or the diver watches such as the Mako XL or Ray II.
Awesome style, accurate Japanese movement precision at an affordable cost. Granted, the more you spend the better the precision, so Orient Star or even Grand Seiko are quality watches. But even an affordable Orient or a Seiko 5 are very good. In fact, with the F6922 movement from Orient, the company claims it to be within -15/+25 seconds per day. An improvement from their old caliber 46943 movements that were -25/+35 seconds of accuracy per day.
The Orient Sun and Moon watches from version 3 and version 4 use the caliber F6B24, a self-winding automatic movement with 22 jewels and has an accuracy of +/- 15 seconds a day.
One should never think an affordable Japanese movement watch is weaker than a Swiss movement watch. The combined force of technology of Orient/Epson and Seiko is impressive, especially with the newer movements.
But which is better, Orient or Seiko?
Some will look at these two as competitors because they are both Japanese watches, run independently from each other. Seiko makes their own affordable watches but its much difference when compared to Swiss movement companies such as Rolex and their affordable Tudor watches.
For Rolex, their movements were made in-house since 2004 and Tudor used movements created by ETA SA or Valjoux and in 2015, shifted to their own in-house movement ala Caliber MT5621. Rolex uses the finest materials, Tudor doesn’t. Rolex doesn’t stray far from its original designs, Tudor, they can experiment more.
For Japanese watches, Seiko is the older brother, beginning in 1881 and Orient, while origins started in 1901, is primarily an Epson watch with the Orient name. Again, Epson began as a watchmaker in 1942, and while known for electronics today, the Seiko Epson Corp. owning Orient ensures Epson continues its foothold in watchmaking via the Orient name and still creating their in-house movements at the once Orient-owned factory in Akita. Until years recently, you will see Epson now adding their logo name on the rear of Orient watches.
Seiko watches is made by Seiko Holdings, Orient watches are made by Seiko Epson, both as part of the core of Seiko group.
They work independently from each other and I think that works perfectly for me.
Which is better? Both have wonderful offerings but on the more affordable end and I own Orient and Seiko watches. But I prefer Orient because of the size. I prefer watches over 40mm. But when you move up to the more expensive watches between the two, this is where Seiko starts to shine. Grand Seiko watches are considered the best in Japanese movement watches. In fact, the Grand Seiko 9R spring drive movement has an average accuracy of +/- 1 second per month.
And as Tudor has been made better courtesy of its older brother Rolex, Orient watches have been made better from its older brother Seiko.
There is no doubt a difference between watches of Japanese and Swiss movements.
Japanese prize themselves on efficiency and functionality which allows for their watches to be offered at lower prices than Swiss movement watches and with technology, they can make more watches than the Swiss who assemble by hand.
Swiss movement watches have centuries of history and tradition and continues to be the highest standard of quality as aesthetics is a major importance and are hand assembled. Thus all that labor leads to the higher price Swiss movement watches and sometimes for luxury watch owners, only so many are produced each year.
Just be careful as there are other countries producing watches that have purchased Swiss machinery and tools and say their watches are Swiss movement and sell their watches for a cheaper price.
As always, do your own due diligence and research the watch.
But whether you prefer Japanese movement or Swiss movement, Automatic vs. Quartz, inexpensive or an expensive watch, it is all about your budget, your ego and in the end, what you feel that works for you.
For me, as a watch guy, I love Orient watches for their style, their accuracy and affordability. I choose affordable mechanical watches that match my clothes, my belt, my dress shoes. They are affordable that you can own a few or a lot.
I know if it breaks or if it gets pilfered, I can buy another.
I prefer watches that are over 40mm in case diameter, and I love the fact that Orient makes these watches with a bigger case. And again, watches that are stylish, time accurate, affordable and looks just right on my wrist.
If you have visited my site and read my content, you know by now, I’m a frugal guy who prefers to put his money towards investments.
If I was a multi-millionaire, then I wouldn’t mind getting that $33,000 Rolex Presidential, but I’m not and I know my financial limit.
But for those thinking or considering an Orient/Orient Star watch, just know you are getting a quality watch with Japan movement (Go automatic/mechanical watches that run off your arm winding movement, and avoid Quartz, anything you need to replace the battery).
And if you have invested in an Orient watch, congratulations on great buy!
