The Watch Coordinator Qualification Examination, hosted by the Japan Watch Importers Association, is attracting attention not only as a way to improve the expertise of sales staff but also as a learning opportunity for watch enthusiasts to make new discoveries and gain a deeper understanding. Those who have obtained the qualification talk about the moment that changed their understanding of watches.
Text by Takashi Tsuchida
Edited by Yousuke Ohashi (Chronos-Japan)
[Article published in the July 2025 issue of Kronos Japan]
"Watch Coordinator" Certification: Acquire Specialized Knowledge
Yudai Morita, a client advisor at the Zenith Shop Isetan Shinjuku store, obtained the CWC Advanced Certification this year. "Until now, I was knowledgeable about the history and design of watches, but I lacked the knowledge necessary for more specialized machinery and assembly, as well as the knowledge required for a managerial position," he recalls. He says that by taking the exam, his knowledge in these areas has improved significantly.
Particularly impressive was the lesson on movements. "In the advanced level, there were detailed photographs, with around 50 items. It was difficult to memorize them one by one, but by mastering them thoroughly, I was able to make proposals that satisfied customers more," he says. Of course, learning watchmaking techniques is not the only thing you learn at CWC. What was particularly beneficial for Morita was being able to systematically learn specialized information that he would not have been able to access on his own. "I also got a clear understanding of Zenith's positioning in the watch industry as a whole," he says, pointing out that he was able to reaffirm the brand's positioning.
During his study period of about three months, he read the textbook after work and wrote down what he learned in his notebook, intending to explain it to his clients. "Just reading doesn't help you remember," says Morita, and those notes remain a precious treasure to him today. During the practical training, he actually used his own hands to disassemble the movement. "I was able to learn how difficult it is to be an engineer," he recalls, adding that this experience deepened his respect for engineers.
More than anything, Morita says that his attachment to the brand has only grown. "When you know how it got to where it is today, the watch in front of you looks even more precious." In this way, the CWC qualification not only improves the skills of sales staff, but also serves as a gateway to knowledge for watch enthusiasts to enjoy the world of watches more deeply.
