Oris CEO Rolf Studer visited Tokyo at the end of July 2025. The purpose of his visit was to talk about Oris' rebranding. It's true that brands focused on mid-range watches have been struggling in recent years, but Oris, on the other hand, has carved out its own market as an entry point to mechanical watches, and its management seems to be solid. We asked him about his intentions.
Photograph by Yu Mitamura
Interview and writing by Hosoda Yuto (this magazine)
Text by Yuto Hosoda (Chronos-Japan)
Edited by Yukiya Suzuki (Chronos-Japan)
[Article published in the July 2025 issue of Kronos Japan]
I want to find an image of luxury that is the complete opposite of exclusivity
Born in Lucerne, Switzerland in 1972. Studied law at the University of Fribourg in Switzerland and the University of Montpellier in France, and qualified as a lawyer. In 99, he joined Coca-Cola Beverages, where he was in charge of marketing and sales. In 2006, he joined Oris, and has been in his current position since 16. He is actively involved in e-commerce, such as allowing customers to select the serial number of limited edition models when purchasing watches on the online shop.
"Our mission has remained unchanged for over 120 years since our founding, and it will not change in the future. In other words, we will continue to be the entry point to mechanical watches. With that in mind, we have reconsidered what kind of branding is needed to further evolve Oris."
The key to the rebranding was what kind of value they could offer to customers. As a result, they decided to place three values at the heart of the rebranding: "Commitment," "Curiosity," and "Community." Studer particularly emphasizes "Community."
"Today, in the watch industry, when we talk about the luxury business, the idea of exclusivity tends to come to mind. It's true that these two terms are often linked to create a sense of exclusivity, but originally, exclusive meant 'exclusive'. Therefore, if interpreted incorrectly, it could evoke negative feelings. For us, we believe luxury is the exact opposite. In other words, true luxury is not when only one person can own a watch and brag about it, but when the joy is shared with all the members of a community. Oris wants to aim for a new image of luxury that is different from exclusivity and places emphasis on inclusivity."
This is a collaboration model with Bamford Watch Department. It's a color variation of an existing model equipped with a mechanical altimeter, but the extensive use of fluorescent colors cleverly establishes a pop character. Automatic (Cal. 793). 25 jewels. 28,800 vph. Power reserve of approximately 56 hours. Carbon case (diameter 47mm, thickness 16.70mm). Water resistant to 10 bar. Limited to 250 pieces worldwide. Price: 1,206,700 yen (tax included).
Oris takes an approach that is distinct from the established luxury business practices in the watch industry, and this mindset can also be seen in their stance on environmental issues.
"Because we are an independent brand, we have to be responsible in all aspects of our business. This means that we must not waste resources or cause unnecessary environmental pollution when producing and selling Oris watches. This is why we have developed environmental support models, but unfortunately the luxury industry has not yet taken notice of this."
Indeed, the commitments mentioned above can be said to be the result of this sincere attitude.So what about the remaining one, Curiosity?
It goes without saying that Oris has been a source of curiosity ever since I first encountered mechanical watches.
