Orient Watch Co.

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An Orient Watch

ORIENT Watch Co. Ltd. (オリエント時計) is a Japanese watch company, established in 1950.

The Orient Watch company traces its roots back to 1901 and the horological marketing of its founder, Shogoro Yoshida, in Tokyo. For many years, Orient was number three in the Japanese watchmaking triumvirate of Seiko, Citizen, and Orient. However, Casio, riding on the heels of the quartz revolution begun by Seiko in the 1970s, quickly supplanted Orient with watches that were marketed primarily in the United States, but which were also popular in Japan and Asian markets. Nevertheless, Orient stayed the course with a conservative design philosophy and a marketing strategy that has largely ignored the US in favor of Japan and other Pacific rim countries, the Middle East, Russia, and South America.

Today, Orient has manufacturing facilities in Japan, Singapore, and Brazil, and offers a wide range of watch designs and styles, including quartz, mechanical, and light powered (similar to Citizen’s Eco-Drive line). Seiko Epson now owns a controlling interest (52%) in Orient.

In 1985 Orient and Seiko established a joint factory. Orient produces a range of automatic and quartz watches ranging in price from reasonably inexpensive (about 50USD / 50Euro) to very expensive (7000USD). Orient Star and Orient Star Royal are the middle and high-end brands, with the Royal Orient being their flagship line.

Mid-priced Orient watches are perceived by enthusiasts as offering very good value for money. Orient manufactures its own movements, which is quite unusual. Most manufacturers outsource this aspect of their business.

Orient watches are not popular in North America, but appear to be popular elsewhere in the world. North American purchasers can find Orient watches on the usual auction sites. Orient Star and Orient Star Royal watches are quite hard for North American purchasers to find.