#16. MINASE Goes to New York — Part Two

“Thank you for bringing MINASE to New York.”
We heard that members of New York’s watch community had expressed their gratitude to Jack for bringing MINASE to the city.
As many of you may have seen on Instagram, MINASE’s first-ever pop-up events in North America were held at four different venues across New York. Each location selected by Jack had its own distinctive character.

The first day took place at Tokyo Record Bar, a cocktail bar in Greenwich Village.

On the second day, the event moved to The Yacht Club, an elegant outdoor terrace high above the city, offering panoramic views across Manhattan.

Day three was held at The Jeffrey, a sports bar popular with New York sports fans.
According to Tsuyoshi Suzuki, President of MINASE, the NBA Finals happened to be taking place that evening, and the atmosphere was electric.

The fourth and final event was held at LORE, a restaurant run by a Michelin-recognized chef who also happens to be a watch enthusiast.

There, members of the Gotham Watch Club, a community of passionate watch collectors, gathered to celebrate MINASE’s arrival in North America. They spent the evening talking about watches over sake from Akita that Suzuki had brought with him from Japan.

From a Japanese perspective, one might naturally imagine holding a pop-up in a select shop or watch boutique. Jack, however, took a completely different approach, reaching directly into several of New York’s watch communities.

It was a strategy that felt both original and perfectly suited to MINASE.

Guests listened intently as they heard stories behind the watches: how the case of the DIVIDO was inspired by the form of a Japanese origami crane, or how the Yusai dial of the FIVE WINDOWS features artwork by contemporary artist Towa Takaya.
Suzuki was particularly moved by the response.

“The watch enthusiasts in New York really respected the fact that MINASE pays attention to every detail of its watchmaking,” he said.

There is something fitting about MINASE making its North American debut not through the mainstream, but by first reaching some of New York’s most passionate and knowledgeable watch enthusiasts.

And the story is already moving on.

Plans are now underway for MINASE’s next launch in Miami.

Thinking about MINASE enthusiasts appearing in cities across North America over the next few years, it is exciting to imagine where this journey might lead next.

This is an in-depth travelogue of Mr. K. Kawakami who specializes in writing reports on various factories. He takes a look at the fundamental value of MINASE, with incisive insight and observation refined over the years, as a seasoned expert on the watch industry.

K. Kawakami is a professional writer specializing in exploring diverse factories, reporting on their unique manufacturing practices in Japan and around the world. He travels to the factories of many manufacturers that operate on the principle of perfection, including watches, electrical appliances, shoes, fashion items, buildings, foods, confections, and traditional crafts.