Japanese are orderly, polite, sophisticated and proudly nationalistic.
In a way, the society is still feudal, with strict stratification,
customs and regulations. With a population of 125 million, huge buying
power and strong nationalistic support for "Made in Japan", Japan's
domestic market is a perfect example of a rather unique phenomenon: it
is a great environment for a strong, sophisticated brand to thrive. If
it was much bigger and more open, there would be far more competition
and less profit to be made; and on a smaller market, there will be not
enough support for growth and longevity.
For the Japanese, tradition is the way of living. Once a brand or a
product reaches that status of being a truly national icon, support -
and longevity - is guaranteed. A perfect example is Seiko: a company
which managed to establish itself first as a domestic behemoth, then as a
true global brand. Again, this success story would not be possible to
replicate anywhere else in the world – only in Japan.
Over the weekend, an email arrived in my inbox:
"Hello Master Watchmaker, Mr. Hacko.
I'm a fan of your YouTube video, especially restoration videos of iconic
vintage watches around the world. I'm sending this email because I've
come across an interesting YouTube video showing how real-life JNR
drivers are using their SEIKO watches. Thought you might like it.
https://youtu.be/jMSsZFuI060
Unfortunately, the video doesn't have
any English subtitles, so I'll explain what the video is so that you may
be able to, at least, guess what's going on. It's a 2013 documentary
showing what a JNR Shinkansen driver's life is like. This particular
route at the time achieved the top speed of 320km/h. As a part of his
driving "tools", he carries a Seiko pocket watch. His schedule is
specified in up to 15 seconds increments on the chart (not 15 minutes).
The Shinkansen even has a special spot on the instrument panel for the
watch so that the driver can keep track of exact departure/arrival time
on every station on the route. The highlight of the video, I think, is:
https://www.youtube.com/watch?v=jMSsZFuI060&t=819s
The train is supposed to arrive at Tokyo
station at 18:08, 00 sec flat. The video shows if he was able to make
it by showing another JNR pocket watch. It's quite amazing.
Hope you'll like the video.
Masayuki N"
Whether you are Seiko fan or not, you should watch this video. The core
message is simple: there are still watch brands out there which put
technology, product development, precision and timekeeping ahead of
'artificial branding'. Unlike Swiss megabrands, Seiko does not need to
invent their history, nor to worry about the future - as long as
Japanese society remains as is.
Enjoy it.
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