#14. The Japanese Aesthetic of the M3 – Simplicity as Seen by MINASE

Simple three-hand watches are introduced by virtually every watchmaker around the world.
Precisely because their design elements are limited, they reveal the philosophy and technical capabilities of the maker.
Will the brand inherit a classical form, or pursue innovation? How far will it go in the pursuit of finishing?
In this sense, the Master Craft No.3 from MINASE — the M3 — possesses a distinctly alluring presence.
Simply put, it is simple, yet never understated.
It does not fade quietly into the background; rather, it conveys a subtle but unmistakable sense of “Here I am.”

One memory still remains vivid. A Swiss watch photographer, peering through his viewfinder, remarked, “A case like the M3 cannot be created by the Swiss.”
He was not referring to technical difficulty.
What he sensed was something else — a uniquely Japanese aesthetic rooted in inspiration and spirit.
Approaches to craftsmanship differ between Japan and the West — in the way artisans work, in their relationship with nature, and in their philosophy toward making things.
These differences seem to emerge within the restrained form of the M3.
I was deeply moved by the photographer, who studied the case from every angle, searching for the one perspective that revealed its greatest beauty.

The culture of mechanical watchmaking was born in Europe.
Yet when that tradition reached Japan — a small island nation in East Asia — it encountered artisans devoted to careful, heartfelt handwork.
The result is a level of beauty that even European observers recognize as something they themselves could not create.
Where, exactly, does the Japanese aesthetic reside within the M3?
Even the Swiss photographers who admire it may find it difficult to put into words.
Perhaps that very elusiveness is what makes it so precious. Originally introduced in 2008, the M3 was later reissued by MINASE in 2018. In its revived form, it further refines expressions of Japanese beauty, including the distinctive Yukihira dial — a quiet yet powerful reminder that even within simplicity, depth and character can continue to evolve.

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.