Our Origin, Drills, and Case Maker
Pride of a drill manufacturer
The origin of MINASE is drilling tools, which are symbolized in the brand logo.
MINASE is a brand of state-of-the-art watches that have been supremely crafted by KYOWA, a high-performance tool manufacturer that has the cutting and polishing technologies required to bring out the true precision and beauty of metals, involving passion in the ceaseless pursuit of perfection.
The inspiring features of MINASE watches are bold yet intricate.
They feature ultra-three-dimensional designs not even conceived of by other major watch brands the world over. The novel structure of the watches allows their minute cross-sections to be polished more finely than ever before.
MINASE keeps making its watches to satisfy true aficionados in the world who seek watches with the ultimate industrial design, a sense of presence, modernity, and artistry that can never be imitated by mass-produced watches.
Not even in Switzerland is there the precedent of a tool manufacturer involved in watchmaking. But, gazing at these watches, the highly advanced technology that went into making them, along with the story of our unrelenting passion behind the products, are evident.
The watches must have special allure to capture the hearts of so many in Switzerland and the rest of Europe.
Our faith was confirmed: MINASE has won the hearts of watch collectors and become a brand that symbolizes the handmade watches that the world expects to see from Japan.
We are proud of our origin as a drilling tool manufacturer.
Terroir precision
MINASE has its roots in the town of Minase in Akita Prefecture, 600 km north of Tokyo.
Minase is blessed with beautiful conifer forests and pristine rivers, which become covered in deep snow in winter, cutting off the town from the rest of the world. Perhaps it is no coincidence that the town resembles a small Swiss village nestled in the Jura Mountains.
Terroir in watchmaking.
The term is often used in the wine industry to describe the natural environment, climate, and culture of a geographical area in terms of how they affect the unique taste and body of the wines produced there. Applying the concept to watchmaking, the people of Minase have terroir similar to the Jura villagers’ that allows them to ceaselessly devote themselves to such an intricate craft.
Since ancient times, Japanese culture has excelled at forging metals and imparting luster. Indeed, some of the parts used in MINASE watches take a skilled artisan 90 minutes to fully polish.
Why are MINASE’s watchmakers capable of relentlessly pursuing mastery in their craft? What is the source of their dedication? Perhaps it’s driven by the terroir of Minase.
MILESTONE
1943
The founder Koichi Suzuki was born in Sendo, Ugo-machi, Akita.
1963
Founded a cutting tool company in Edogawa-ku, Tokyo.
1964
Its step drill for machining watch case crown holes became a hit.
1967
Relocated the company to Kashiwa, Chiba.
1973
Built a new factory in Yuzawa, Akita, and started manufacturing watch cases.
1983
Built a factory (currently the cutting tool manufacturing plant) in Ugo-machi, Ogachi-gun, Akita.
1988
Established the subsidiary Poria Precision Co., Ltd. (currently the Minase Factory) and started full-scale manufacturing and sales of premium watch cases and watches.
1993
Started OEM business of finished watches.
2001
Started developing its own watch brand (MINASE).
Started in-house production of metal bracelets.
2005
Launched the first MINASE brand model GREADY (M1).
Launched the Master Craft series M2.
2008
Launched the Master Craft series M3.
2011
Launched the HiZ series (FIVE WINDOWS and HORIZON).
Started selling the brand in department stores and specialty stores.
2013
Launched the HiZ series (DIVIDO).
2014
Tsuyoshi Suzuki became the second president.
Started in-house production of leather straps.
2015
Changed the logo on the dial plate from HiZ to MINASE.
2017
Launched FIVE WINDOWS MIDSIZE and HORIZON MIDSIZE.
Expanded its business to Europe.
2018
Launch SEVEN WINDOWS, HORIZON ver. 2.0, and DIVIDO ver. 2.0.
2023
Launched URUGA42, URUGA31, and Luna Arch.
2024
Launched MS Strap.