You’d think choosing a movement would be easy. Pick something that ticks, doesn’t explode, and ideally impresses someone on Reddit. But no. It’s been like auditioning therapists—some listen, some refuse to even look at you.
We miss Seiko.
Seiko let us commit mechanical crimes. They happily modified movements so we could create the smallest mechanical calendar watch in history. They were basically the engineering version of, “Yeah, sure, I’ll help you move house again.” We salute you, Japan.
Now enter Switzerland.
Swiss manufacturers talk to us like we’re applying to borrow their national gold reserves.
Tiny changes? Absolutely not.
Customisation? Please stop speaking.
Collaboration? Only if we fax them in Latin.
But unfortunately… we want them.
Their movements are beautiful—scary accurate, shiny, prestigious, and guaranteed to make someone whisper “ooh” when they flip the watch over. And that’s where it hurts.
Because a Swiss movement means our watches go from:
≈ £400–£600 → about £1000,
and chronographs could push ≈ £1500.
Which places us dangerously close to brands that sell steel like it’s made from moon dust.
We’ve always wanted to avoid becoming That Brand™—the kind that insists the price is justified because the rotor was polished near a lake.
So:
Do we keep things fun, accessible, and delightfully chaotic with Japanese movements…
or sell Swiss-powered wrist jewellery and pretend we suddenly became grown-ups?
Your comment decides our fate.
So tell us—
Do you want:
A) Reasonably priced, rebellious fun?
or
B) Horological prestige with a small financial sting?
Inform us below.
Because clearly, we cannot be trusted to decide on our own.
9 comments
I would go Japanese. The reason I subscribed to these watches was not to have prestige, but something eminently cool to wear on my wrist.
But, since now I am unemployed, your affordable level is beyond my budget, maybe my opinion is not so relevant any more.
As a 66yo with purple hair, I’m going for rebellious fun every time!!
These watches are useful and fun. They aren’t investment watches (to me). Seiko products allow your vision to be worn by more people. Down the road, additional options might be a thing. Get them in the hands of those that will enjoy them for what they are, beautiful, functional and fun.
This is a difficult one.
On one hand you’ll have the so-called quality stamp “Swiss Made”, which more or less is on two of the watches (The Tank and the Brittany). Having a swiss movement in those two would really break any laws the watch community elitists have made, which is exactly the point of this collection.
For The Slowmeister I’d go with Japanese. It would fit the bill, and it would also fit the watch. Having that one stand out with a Japanese movement, while the other two goes Swiss would be a small, but funny detail for a buyer. And I’m sure you’d be able to make a funny salespitch for it as well. Not saying that Japanese movements are “slow” or anything, but I hope you get my meaning.
On the other hand you have to think of what customers can afford. These are hard days globaly, and you might lose out on some sales if the price is too steep.
If all three are affordable you might also sell more of the whole set.
That being said, I’d opt in for something like I described first. The Swiss movements in The Tank and The Brittany doesn’t need to be the best of the best, but just enough to make the statement on the dial actually true. It kinda hurts me to actually propose this, because I want them all, but can only afford that if you go with Japanese movements. At the same time I want you to make the step up as you deserve being seen by many. You’re allready in good company with Mr. Jones and Studio Underd0g, as kind of a middle man, so whatever you decide I’ll support you!
Japanese. I’m not interested in paying Swiss prices for something I use for fun a handful of times a year.
Well unfortunately I think the right thing is to go Swiss to escape the “shopping mall” category. Fun and approachable has a lot of competition. I like the serious but fun, British humour, put a Subaru hood scoop on a Bentley kinda niche. Plus going up opens different options in the future for doing other things that people haven’t done before.
Does working with a true partner allow you the artistic freedom to do something unique not just now but also for what lies ahead? Also, what is a prestige brand these days? Many of them are ultimately owned by the same corporation and charging a premium for designed scarcity.
Why hate on the seiko? If they allow you to cause the mischief that matters to the brand, then go for it. Maybe the question is not about horological prestige and being like everyone else. If you’re breaking the rules with the dial, then break the rules with the movement. Work with a partner who allows you to achieve you aesthetic vision. Plus, isn’t it more mischievous to build a watch the is awesome looking and affordable? I also have a lovely seiko watch, with a showcase back, and it is still rather pretty.
Obviously if you use a Japanese movement, your price would be potentially attractive to sell high numbers. Nice as the Swiss Movement is (depending upon your choice!) you would be definitely aiming at the prestige market.
I agree it’s a difficult decision, but if the outer is high quality finish, as long as the movement is reasonably accurate, I think you should consider the Japanese movement. Or if it’s successful why not ultimately offer both!