ISHIDA is popular as a shop where you're sure to find a watch that satisfies you. We'll be revealing the secret behind this in three parts. In the first part, we visit ISHIDA Shinjuku, where many experienced staff members are employed. What is the reason behind the increasing number of loyal repeat customers? We spoke directly with key staff members on all floors and discovered their unparalleled hospitality.
Address: 3-17-12 Shinjuku, Shinjuku-ku, Tokyo
Business hours: 12:00-20:00 (Saturdays, Sundays, and holidays: 11:00-)
Closed: Open daily
Photographs by Akinori Kawanishi
Text by Tsuyoshi Hasegawa
Text by Tsuyoshi Hasegawa
Edited by Tomoe Kase
Edited by Tomoshige Kase
[Article published in the July 2026 issue of Kronos Japan]
ISHIDA Shinjuku: A restaurant where you can talk with friendly staff
A watch is more than just a time signal device. It is a business card that reflects one's personality, an accessory that reflects one's hobbies and preferences, and a record of one's passions. Choosing a watch is no easy task, as you have to find one that reflects who you are. Of course, people looking for a watch usually go to a store with a certain preference in mind. However, once inside the store, they find themselves even more confused by the vast collection of attractive items. This is where the store staff can be relied upon. They are a compass that always guides you in the right direction on the voyage of choosing a watch.
This model commemorates ISHIDA's 45th anniversary. It features an exclusive combination of a red gold case, an anthracite dial, and a brown alligator strap. Automatic (Cal. 01). 47 jewels. 28,800 vph. Power reserve: approximately 70 hours. 18KRG case (41mm diameter, 13.6mm thick). Water resistant to 3 bar. Limited to 20 pieces. Price: 3,124,000 yen (tax included).
Among the many watch specialty stores, ISHIDA stands out for its wide selection and comprehensive service. The ISHIDA Shinjuku store we visited this time spans six floors, from the basement to the fifth floor, and features a customer-first, easy-to-understand layout, with each floor dedicated to a specific brand. All six floors are staffed by highly skilled CWC watch coordinators, certified by the Japan Watch Importers Association. In addition to their thorough knowledge of each brand and model, they also possess a notable strength: their ability to flexibly propose ideas across floors—transcending brand boundaries—to meet customer needs. Upon request, they are even capable of displaying Swiss luxury fashion houses side by side with Japanese practical watchmakers. Their genuine hospitality allows them to sincerely understand the mood, priorities, and concerns of their customers.
This is an ISHIDA limited edition model supervised by our magazine's editor-in-chief, Masamasa Hirota. It differs from the regular model in its two-tone sector dial and moon phase design that depicts a realistic moon. Automatic movement (Cal. RW4280). 26 jewels. 28,800 vph. Power reserve of approximately 41 hours. Stainless steel case (diameter 35mm, thickness 9.98mm). Water resistant to 5 bar. Limited to 100 pieces. Price: 462,000 yen (tax included).
To that end, the staff at ISHIDA place the utmost importance on communication. What's interesting is that the topics they discuss with customers are not limited to watches. They don't just passionately discuss specific brands or models, but often end up talking about their hobbies. Why? Because the truth that customers are looking for is often hidden in naturally flowing conversations. Of course, it's clear that casual conversation is not the goal. The staff all agree, "We want customers to find a watch that they are truly satisfied with. That takes some time."
Luxury watch stores exude a certain special feeling that transcends the everyday. For this reason, many people find the doors heavy to enter. However, with ISHIDA, there is absolutely no need to worry. Even if you just walk in with the simple idea of "Do you have anything good?", the staff will surely greet you with a smile. Relax and talk about watches. ISHIDA is a shop that truly accompanies you, allowing you to enjoy even such moments.
The black mother-of-pearl dial features gold-colored indices. It features a manufacture caliber developed in collaboration with Kenissi. Automatic winding (Cal. NN20/1). 27 jewels. 28,800 vph. Power reserve of approximately 70 hours. Stainless steel case (diameter 42mm, thickness 11.8mm). Water resistant to 10 bar. Limited to 30 pieces. Price: 759,000 yen (tax included).
Business trends and thoughts on "watch shops"
BEST ISHIDA has three missions. By having two divisions, the Authorized Dealer Division and the Vintage (Pre-owned) Division, we can talk about the brand's history and watchmaking from a broader perspective by connecting current and past watches, that is, current and past models. BEST ISHIDA's first mission is to pass on wonderful watches to future generations. Our second mission is to deliver "inspiration," "laughter," and "dreams" to everyone through our watches. Our third mission is to promote this standard watch brand, which will be the first mechanical watch of the next generation, and to allow more people to experience the excitement of mechanical watches.
At BEST ISHIDA, our staff share this same passion and look forward to welcoming you at our three boutiques, including ISHIDA Shinjuku, ISHIDA Omotesando, ISHIDA N43° (Sapporo), Time Valley ISHIDA Azabudai Hills, BEST VINTAGE Shinjuku, BEST VINTAGE Grand Front Osaka, Luxury Time Lounge Daimaru Shinsaibashi, Breitling Boutique Ginza, GINZA SIX, and more.
Best Sales Co., Ltd. President and CEO Mitsutaka Ishida
The first floor is filled with well-known brands
The first floor has a bright and open atmosphere. It is filled with well-known brands such as Omega, Panerai, Piaget, Baume & Mercier, and Montblanc. With easy access from Shinjuku Station, it is also popular with inbound shoppers. "In addition to watches, we also carry accessories from Dunhill and Foppe," says Abe.
He is a nice young man with a lively manner of speaking and a charming smile. "As this is the entrance to the store, the staff on the first floor also act as general information desks. They will call out to customers and guide them to the floor they wish to go to."
The second floor is filled with sporty brands
The second floor is home to brands that specialize in watches with an active image, including Grand Seiko, Tag Heuer, Breitling, Longines, Bell & Ross, and Eberhard. Recently, sporty models in the 500,000 to 1,000,000 yen range have been gaining popularity. Floor staff member Watanabe says, "Many customers place importance on specs, so we make sure to explain each function and the improvements made to new models."
Vacheron Constantin, IWC, and Zenith on the 3rd floor
The third floor is home to Vacheron Constantin, IWC, and Zenith. The extensive Vacheron Constantin selection and stately setting make it feel like a boutique. "Please come and fully enjoy the charm of this world-famous maison. We'll have some fun chatting with you to liven up your time choosing a watch," says Kobayashi.
Kobayashi has 30 years of experience as a salesperson. "For first-time customers, I will ask about their watch history and explore their preferences. Please feel free to ask any questions, as this will broaden the range of suggestions we can make."
The fourth floor is home to high-end brands for connoisseurs.
The fourth floor is home to six luxury brands that are popular with connoisseurs, including Breguet, Jaeger-LeCoultre, Blancpain, and Girard-Perregaux. "We have a wide selection of watches with a rich history and the evolution of their movements. We take the time to introduce the charm of each watch to our customers, in line with their requests," says Ogihara.
Ogiwara-san is a veteran staff member with 14 years of experience. "We offer free inspections and have a comprehensive after-sales service system in place. You can always buy with confidence."
20 popular brands gathered on the 5th floor
The fifth floor is home to 20 popular brands, including Hamilton, Frederique Constant, and Norqain. It also houses EDGE, a concept shop for G-SHOCK's top-of-the-line watches, and an Edox concept shop, which has only two locations in Japan. "For example, even if a customer requests something like, 'What do you recommend in the 100,000 yen range?' we'll find the best fit through conversation," says Kato.
Deputy manager at ISHIDA Shinjuku, with 19 years of experience. "We have a selection of interesting brands that we think will become big in the future. We'd love to introduce them to as many people as possible, so please come down to the 5th floor."
B1F: Vintage watches
The basement floor is where carefully selected vintage items are sold. Many of the items are trade-ins from authorized retail models, and the quality is guaranteed. Among them, the store has one of the largest stocks of Cartier and Panerai. "We have Rolexes as well as certified pre-owned Breitlings. We will suggest a watch that meets your needs," says Takao.
He has been in charge of purchasing at ISHIDA for 20 years and has a keen eye for quality. "The story behind a vintage watch is also a big part of it. We will not only tell you about its quality, but also the background behind the watch."
