ISHIDA is popular not only with watch enthusiasts but also with beginners, as a guide and supporter for finding the perfect watch. ISHIDA's flagship store, ISHIDA Omotesando, boasts a spacious interior that is hard to believe is located in the city center. Enjoy a chat with the staff as you stroll through the one-floor store. It's a blissful, relaxing time that you can't get from just shopping.
Photographs by Masahiro Okamura (CROSSOVER)
Yuzo Takeishi: Editing and writing
Edited & Text by Yuzo Takeishi
[Article published in the July 2026 issue of Kronos Japan]
ISHIDA Omotesando: An urban hideaway where 35 brands meet
Address: B1F, 4-25-15 Jingumae, Shibuya-ku, Tokyo
Business hours: 12:00-19:30 (Saturdays, Sundays, and holidays: 11:00-19:00)
Closed: Open daily
Omotesando in Tokyo is becoming more and more crowded with the proliferation of watch specialty stores and brand boutiques. Near the landmark Omotesando Hills, there is a staircase to the basement that you might easily miss if you're not paying attention, but at the bottom of this staircase is ISHIDA Omotesando.
ISHIDA Omotesando, which opened in March 2006, has always had the concept of "selecting watches in an extraordinary space, like an overseas resort." This is no surprise, as the first thing that catches your eye upon passing through the entrance is a spacious interior that's hard to believe is located in the heart of the city. Not only are there ample aisles, but the store's quiet, completely untouched by the hustle and bustle of the street, truly makes it a "hideaway." Store manager Atsushi Saegusa explains, "The first through fifth floors of ISHIDA Shinjuku—that is, all floors except the vintage watch section—are spread out on one floor. This means you can see all the brands without having to go up or down." Unlike the Shinjuku store, which has a consistent brand identity on each floor, ISHIDA Omotesando's entire collection is displayed on one floor, making it easy to compare and consider.
The store also has a customer service style where the first staff member to greet a customer is there to assist them throughout the entire session. Each staff member is responsible for a specific brand, but they also have a wide range of knowledge, so they can recommend a variety of brands and models, making it a strength for them to provide suggestive customer service.
H. Moser & Cie. is one of the micro-maisons carried by ISHIDA Omotesando. This model uses Vantablack, which absorbs 99.965% of light, for the dial material. The layout of only three hands creates a minimalist, dreamy look, showcasing the company's originality. Automatic (Cal. HMC200). 27 jewels. 21,600 vph. Power reserve of approximately 72 hours. Stainless steel case (40mm diameter, 11.2mm thick). Water resistant to 3 bar. Price: 517 million yen (tax included).
ISHIDA Omotesando stocks a whopping 35 brands of watches alone. Major brands like Cartier, Omega, Panerai, and Chopard, which we'll introduce here, have booths, and G-SHOCK is one of only seven concept shops in the country, known as "EDGE," which stocks many limited edition items. This makes it a store that can meet the needs of a wide range of customers, from watch enthusiasts to novices.
One of the new initiatives is to increase the number of micro-maisons they carry, which are known for their high quality and originality. "By carrying classic brands while also stocking micro-maisons that are only available in a limited number of stores, we aim to broaden ISHIDA Omotesando's lineup and create a sales floor that more people can enjoy," explains Saegusa. The store stocks brands that watch enthusiasts covet, such as Moritz Grossmann and H. Moser. Furthermore, this year they will also begin stocking Lederer and Autrans, which is sure to add another layer of enjoyment to your visit.
This limited edition model is sold exclusively by ISHIDA. The tremblage-engraved dial is finished with a dark gray galvanic coating, and the brand name is engraved in cursive on the movement's 3/5 plate, creating a special design that catches the eye. Manual winding (Cal. 102.1). 22 jewels. 21,600 vph. Power reserve of approximately 48 hours. 18KRG case (37mm diameter, 9.2mm thick). Water resistant for everyday use. Limited to three pieces worldwide. 1067 million yen (tax included). Also available in an 18KWG case.
Like all ISHIDA stores, the majority of staff at the Omotesando store have qualified as "Watch Coordinators (CWC)" under the certification system run by the Japan Watch Importers Association. With ample knowledge of watches, customers can feel at ease knowing that even the smallest of questions will be answered in a courteous manner when purchasing. The store has also expanded its jewelry lineup, currently offering seven brands. As with CWC, the goal is for all staff to qualify as "Jewelry Coordinators," and expectations are high for future improvements in service.
Offering excellent hospitality and an extraordinary space where you can escape the hustle and bustle, ISHIDA Omotesando has a unique charm that goes beyond being a companion when choosing a watch.
Message for Customers
ISHIDA's corporate spirit is "Change & Challenge," and we aim to provide our customers with "inspiration," "laughter," and "dreams" so that they can have fun. ISHIDA Omotesando store has been open for over 20 years, and has changed along with the Omotesando streetscape.
We are now taking on a new challenge in the world of jewelry, and by offering unique jewelry along with our main selection of watches, we have become a place that can be enjoyed by people of all ages and genders. Please come and chat with the staff at ISHIDA Omotesando to choose a commemorative watch or piece of jewelry to mark a milestone in your life.
CARTIER
Cartier is located in the corner at the back of the store. The booth is accented with gold walls and the red color that is the brand's symbol and has been used since the 1930s, creating an elegant atmosphere that is characteristic of Cartier.
"We have a wide range of customers, and the overwhelming majority of customers who come by appointment are Cartier. Perhaps it's because their designs are so original that there are no other brands to compare them to. As a result, we get the impression that our customers are very fashion-conscious. The Santos and Tank are especially popular among our male customers. Many women choose the Panthère and the Tank as well. Another benefit of our Cartier corner is that you can browse watches in a relaxed atmosphere, which is different from a boutique." (Sato)
OMEGA
As you pass through the entrance, Omega's presence immediately catches your eye. The booth was designed with the latest concept, and its crimson carpet and symmetrical appearance create a majestic impression. The monitor installed in the center also displayed dramatic images, including footage related to the Milan-Cortina 2026 Winter Olympics, for which Omega is currently the official timekeeper.
"Omega has a high brand value and is becoming increasingly popular, and half of our customers come by request, while the other half purchase at our suggestion. We have many models available, but the most popular are the Speedmaster Moonwatch and the Seamaster Diver 300M. Two reliable classic models are selling particularly well," says Saegusa.
PANERAI
The Panerai corner, located at the back left of the entrance, is designed with the latest concept. The marble floor and interior design, which combines wood and steel, create a world that evokes the sea and technology that are at the core of the brand.
"We have the impression that we have a lot of hardcore fans, but we also have many customers who are experiencing Panerai for the first time. What's special about our store is that even models that sell out quickly in boutiques are relatively easy to purchase. Also, the Luminor Marina, released in 2025, comes with the PAM click release system, which allows you to change the strap without using tools, so we have a wide variety of replacement straps to go with it," says Kaji.
CHOPARD
Another brand, Chopard, has its own corner at the back of the store. The corner, which was recently relocated and expanded in November 2025, is unified in an elegant gold color scheme, allowing customers to fully enjoy the luxurious worldview that Chopard depicts.
The showcase will feature a lineup of women's models, such as the "Happy Sport," which combines steel and diamonds, as well as men's models that exude the charm of a prestigious brand, including the Alpine Eagle, which has now gained high popularity as a new icon of Chopard, and the "Mille Miglia," which was created in partnership with a traditional race.
