The Patek Philippe Boutique Tokyo Ginza was born as one of Japan's largest Patek Philippe-only boutiques. Its prestige and sophistication make it a coveted destination for watch enthusiasts both in Japan and overseas. The man who led the store's opening was Atsushi Momoi, CEO of The Hourglass Japan, who has continued to lead the development of luxury watch culture in Japan. We will introduce the charms of the store and the little-known story leading up to its opening.
Tomoyo Takai: Interview and text Text by Tomoyo Takai
Edited by Yukiya Suzuki (Chronos-Japan)
[Article published in the July 2025 issue of Kronos Japan]
"Patek Philippe Boutique Tokyo Ginza"
On Namiki-dori Street in Ginza, Tokyo, among the many prestigious brands that line this street, stands a watch store that exudes a particularly tranquil and stately atmosphere. This is Patek Philippe Boutique Tokyo Ginza, one of Japan's largest boutiques specializing in Patek Philippe. The store proudly opened its doors on January 29, 2025, the auspicious day of the Chinese New Year. Patek Philippe has approximately 270 retail locations worldwide, but among them, boutiques that embody the brand's philosophy and aesthetic in every detail are extremely rare, operated either directly by the brand or by select partners. There are only around 80 boutiques worldwide, and this is only the second in Japan, making it a rare find.
Passing through the spacious entrance, a custom-made Baccarat chandelier glitters overhead, and directly in front stands a massive showcase displaying the entire collection. On either side of the showcase are two meeting spaces. At the back right is a large lounge that can accommodate multiple guests. At the back left is a counter dedicated to the "Essential Maintenance Service," one of the boutique's distinctive features. This service provides comprehensive aftercare and is an important cornerstone of the brand's philosophy of "watches that can be passed down through generations."
Another attraction of the store is its outstanding customer service. Patek Philippe has a rigorous, step-by-step sales staff training program established by its headquarters in Switzerland, and the store employs nine staff members who have been certified at the highest level, "Step 4." This is truly an exquisite space that fully conveys the brand's worldview.
Atsushi Momoi: "If they're going to do it, I want to be the one to do it."
Patek Philippe boutiques are located in major cities around the world, so it's no surprise that they've added a location in Ginza, one of Japan's leading luxury commercial districts. Many might imagine that the creation of this boutique was due to the Swiss headquarters recognizing the potential of Ginza and deciding to open it as a flagship location. However, it's important to note that this was not actually driven by the brand itself, but rather by the enthusiasm of a sales partner. The man behind this was Atsushi Momoi, President and CEO of The Hourglass Japan.
I would like to introduce Mr. Momoi once again. Namiki-dori is now one of Japan's leading "watch districts," home to some of the world's most famous watch brands, but it was the Hour Glass Ginza store, which opened in 2002, that pioneered this trend and laid the foundations for the culture. For over 20 years since its opening, Mr. Momoi has been a driving force behind the development of luxury watch culture in Japan.
Momoi himself says that it took persistent offers to make the Patek Philippe Boutique Tokyo Ginza a reality. From here, we would like to unravel the thoughts behind the store through Momoi's words.
Momoi spoke with humor and deep emotion about how he felt when the decision to open a boutique was made: "The moment I received permission to open a boutique, I felt as if I had started a relationship with a woman I had admired for decades, since middle school." The first step towards opening this Ginza boutique was taken around 2019.
"Ginza is like the 'navel' of Japan, a place where all kinds of luxury come together. Many watch brand boutiques have a strong presence. Despite this, Patek Philippe is the only one that remains a retail store and does not have a flagship boutique. No matter how you look at it, this felt unnatural," Momoi said, expressing his strong desire to "if they're going to do it, I want to be the one to do it," and submitted a full-fledged business plan to Patek Philippe. From there, the plan quietly began to move forward.
Momoi's relationship with Patek Philippe dates back to 1988. When Momoi was in his early twenties, he was headhunted to work at the Singapore-based The Hour Glass, shortly after the company expanded into Australia. He was also in charge of Patek Philippe, and had the opportunity to deepen his relationship with former president Philippe Stern. When he decided to return to Japan in 1995, Philippe introduced him to a local distributor, and a strong relationship of trust had already been built.
"Even back then, I had a special feeling for Patek Philippe," says Momoi. These long-held feelings have now come to fruition, with the decision being made to open the Patek Philippe Boutique Tokyo Ginza in 2023.
Preparations for the opening were carried out with mixed emotions. Momoi persisted with the installation of a bar counter, which he had treasured since his days at The Hour Glass, despite criticism from his Swiss headquarters. "Because of the location in Ginza, many customers visit our store to enjoy a drink while savoring the joy of purchasing a watch. The bar counter has also served as a place to foster interactions between customers through watches. Customers who meet here often become close friends in their private lives, and we often see them visiting in groups. The bar counter is an inseparable part of our store. I made this point very clear to our Swiss headquarters."
This kind of personal connection is rare in a luxury watch store, and it's not something that can be fostered overnight. This is not just a luxury brand boutique; it's also a place that has been nurtured and refined by Momoi and his staff as a salon for the exchange of watch culture.
Through watches, we can enrich and expand our interactions with people who share the same local area and watch hobby. Watches have the power to open the door to such a new world. If you are looking to get your hands on a new watch, you will want to do so in a sophisticated space like the Patek Philippe Boutique Tokyo Ginza.
Shop information
Patek Philippe Boutique Tokyo Ginza
Address: Royal Crystal Ginza, 5-4-6 Ginza, Chuo-ku, Tokyo
Telephone number: 03-6264-5307
Business hours: 11:00~19:00 (open all year round)
