The Japanese watch industry is now attracting global attention, and this is thanks to some good friends in Switzerland. One is Professor Pierre-Yves Donzé of Osaka University, and the other is Serge Myrard, publisher and editor-in-chief of Europa Star magazine.
Photograph by Yu Mitamura
Masamasa Hirota (this magazine): Interview and writing
Text by Masayuki Hirota (Chronos-Japan)
Edited by Yukiya Suzuki (Chronos-Japan)
[Article published in the July 2026 issue of Kronos Japan]
Japan has the backing of quality, reliability, and history.
Serge Mylart is the publisher and editor-in-chief of Europa Star, a historic watch magazine founded in Switzerland in 1927. The magazine is a family-run, independent media outlet, and Mylart is the great-grandson of the founder. Leading this traditional media organization, he not only strongly promotes digitalization but has also launched new publications focusing on the circular economy and second-hand goods, as well as jewelry and jewelry watches.
Born into the founding family of a watch media outlet that has been around for a century, he has cherished the ties with Japan that have continued since his great-grandfather's generation.
"Even back when Japanese brands weren't allowed to exhibit at Baselworld (the watch fair), we helped them out whenever they came to Switzerland. Of course, we love Swiss watchmakers, but we believe our role is to connect players in the watch industry all over the world. Nationality doesn't matter." This explains why the media outlet often features Japan (and the content of those features is something we envy).
"The reason I came to Japan this time is to visit Japanese manufacturers. Casio, Epson, Minase, Citizen, and of course Seiko. After that, I will meet with Professor Donze. I will return home next Tuesday." So, what is his view of the Japanese watch industry?
Founded in 1927, it is the world's oldest existing watch media outlet and a kind of bible for many in the watch industry. Founder Hugo Buxer aimed to promote the export of Swiss watches, jewelry, and precision machinery through the magazine. While a specialist publication, its broad appeal is also remarkably unique. Currently, the magazine is digitized, and all back issues are fully searchable.
"I think the Japanese watch industry has three major characteristics. Switzerland tends to limit production numbers to guarantee exclusivity (scarcity). Of course, there are brands that compete in the affordable price range, such as Swatch, Tissot, and Mido, but the Swiss watch industry as a whole is moving in the direction of 'raise prices and reduce numbers.' This will be good space for Japanese brands. Japanese watches have a reputation for a reliable balance of quality and price. There are many brands in the sub-$1000 market, including China and the United States, but Japan has the backing of quality, reliability, and history. Japan itself is a country that represents luxury and high quality." He says that Switzerland and Japan can coexist.
"For example, Casio, with just one brand, produces more watches than the entire Swiss watch industry (approximately 1600 million units). But at the same time, I'm also seeing how successful the 'ultra-luxury route' by independent watchmakers and micro-maisons is. There's the reliability of industrially mass-produced watches and the emotional appeal of handcrafted work. Japanese manufacturers have historically had a strength in 'industrial volume,' which is a great competitive asset. They are protecting their industrial roots while simultaneously leveraging the 'Japan' brand image to capture market share in the luxury watch market. Recently, independent watchmakers have also been active, which I think is a very good sign. I believe there is a good chance that Japan can fill the market vacant as Switzerland has become more luxury-oriented."
