Citizen and Seiko, two Japanese watchmaking powerhouses, have achieved a remarkable feat in 2025: they have both surpassed the EUR 1 billion sales mark. This achievement is all the more impressive considering the current state of the global watch industry, which is facing challenges and declining sales, particularly in Europe. The success of these Japanese brands highlights their unique strategies and the strength of their domestic and international markets.
Seiko, a conglomerate with a diverse range of products, including watches, movements, and technology solutions, reported sales of JPY 203 billion (approximately EUR 1.1 billion) in the fiscal year 2025/2026. This represents a 27% increase in sales compared to the previous year, outpacing the 1.7% decline in Swiss watch exports. The key to Seiko's success lies in its strong performance in the domestic market, where a low local currency and increased tourism have boosted sales. The Grand Seiko and Seiko Global Brands, particularly Prospex and Presage, have been driving this growth. Despite the luxury goods market slump in Europe, Seiko's Global Brands have maintained their performance in major European countries.
Citizen Watch Co., another prominent player in the watch industry, reported sales of JPY 346 billion (approximately EUR 1.07 billion) for the same period. The watch division alone contributed JPY 197 billion, achieving a 10% growth in sales and a 38% increase in operating profit. Citizen's success can be attributed to its strong domestic market, where recovering domestic demand and a decline in sales to inbound tourists have boosted revenue. Bulova, a subsidiary of Citizen, has also performed well in its core North American market. In Europe, mechanical watches remain popular, with steady performance in countries like Italy and France.
The rise of Citizen and Seiko is a testament to their ability to adapt to market changes and capitalize on their unique strengths. While the traditional Swiss watch industry faces challenges, these Japanese brands have successfully navigated the global market, showcasing the importance of innovation, strong domestic markets, and a diverse product portfolio. This achievement not only solidifies their position as major players in the watch industry but also highlights the potential for growth and success in a rapidly changing market.
