MINASE Announces Horizon GEN DLC, a Black Model Limited to 25 Units in Europe and the US

The Japanese watch brand Minase has been focusing on increasing its brand recognition in Europe and the United States, including starting sales of its watches in Switzerland in 2018. In February 2024, it announced the Horizon GEN DLC, a model exclusive to Europe and the United States. This model features a square case with a black DLC coating, a black dial, and an ETA automatic movement.

Black model with "Gen" in the model name

　As we all know, Japan is the "other" powerhouse of luxury watchmaking, with brands like Grand Seiko, Seiko, Citizen, and Credor being undoubtedly some of the most prominent names.

　However, there are other excellent brands that are not yet well known on a global scale. One of them is Minase. Do you remember that former Prime Minister Shinzo Abe wore Minase at the G7 Biarritz Summit in 2019?

　Originally a tool manufacturer founded in 1963, Minase later began producing watches, cases, bracelets, and other items for Japanese brands.

　Since 2005, under the name of their own brand, Minase (named after Minase, Akita Prefecture, where their atelier is located), they have been releasing models that stand out from other watches on the market. Currently, production has increased to 500 units per year.

　In 2024, MINASE released the Horizon GEN DLC from the Horizon collection. The square case is coated with black DLC and features a combination of satin and polished finishes.

　"GEN," which is represented by the kanji character "玄," has various meanings, including profundity, darkness, and mystery, and expresses the mysterious black that is the essence of this watch.

　Like other Japanese brands, Minase is heavily influenced by nature in its watchmaking, with the Horizon GEN DLC design inspired by the tranquil beauty of the ocean and the strength of Japanese swords.

　In addition to its exquisitely crafted case, the watch features a multi-layered "3D" dial with a date display at 3 o'clock.

　Like other MINASE watches, this one is equipped with the Caliber ETA2892-2, which was customized for MINASE. The Horizon GEN DLC comes with a rubber strap with a folding buckle.