Articles published in November 2019
What is the first watch that inspired these watch sages, and the last one they aspire to own—the so-called "final watch"? This series interviews key figures in the watch industry, offering a glimpse into their timepiece-related lives and philosophies through their answers. This time, we spoke with Yasuyuki Iima, CEO of Iima Isuzu Holdings, founded in 1980. After graduating from university, Iima started a business selling eyeglasses and watches, and has since built Iima Isuzu, one of Western Japan's leading watch retailers, carrying over 50 luxury watch brands. The watch that inspired Iima is Breitling, and the "final watch" he cited is the Casio G-SHOCK G-D5000, a solid gold watch that fulfilled his dreams and ideals. Let's hear what he has to say.
Yasuyuki Iima
Representative Director, Ii Isuzu Holdings
Born in Takamatsu, Kagawa Prefecture, to parents who ran a watch repair shop. After graduating from the Faculty of Economics at Doshisha University, he obtained a license as an optician certified by Osaka Prefecture and opened an eyewear sales area in a corner of his parents' shop. In 1980, at the age of 24, he founded "Ii Isuzu," a roughly 50-square-foot store in a corner of a local supermarket parking lot, together with current Managing Director Yuji Fukushima. In addition to selling eyewear, he also began selling Japanese-made watches. A few years later, he began officially selling Heuer (now Tag Heuer), and then expanded to include numerous international brands such as Breitling, Cartier, and Omega. In 1998, he relocated to his current location and expanded operations as the Ii Isuzu flagship store. In addition to the flagship store, the company currently operates four other stores, including "Ii Isuzu Village," a bridal jewelry specialty store; "G-time Store," a casual watch specialty store with "Edge," a G-Shock specialty store; and "East Store," a store of similar size to the flagship store and featuring one of Japan's largest Breitling boutiques.
●"Ii Isuzu" official website/https://www.eye-eye-isuzu.co.jp/
The original watch is the Breitling Chronomat
Q. Tell us about the first watch you ever owned.
A. My first watch was not a new one, but a vintage Breitling Chronomat II (Editor's note: "Chronomat II" is the nickname for the second model of the Chronomat). I got it at a flea market in London when I was a student. At the time, I only knew the name Breitling, but I was attracted by its cool appearance and bought it. This sparked my interest in Breitling, which led to Ii Isuzu starting to carry the new Breitling under the leadership of Ernest Schneider, the founder of Breitling's revival. After this Chronomat, I also bought a vintage Navitimer and a vintage Cosmonaut. Both are equipped with Venus movements.
The first international brand watch I purchased new was a black PVD-coated ladies' diver's watch from the 1000 series by Heuer (now TAG Heuer). At the time I bought it, I was spending all my time windsurfing in Takamatsu, and because large watches would get in the way while windsurfing, I chose to wear a ladies' model. At the time, the Heuer name was not yet well known in Japan, and my surfing buddies wore domestically produced diver's watches. My attachment to this watch led to IAI Isuzu being the first to carry TAG Heuer watches. Unfortunately, this first brand new watch was washed away in the Seto Inland Sea when I went out to sea during a typhoon.
The "Agari" watch is a watch that fulfills one's ideal form.
Q. Please tell us about the dream watch that you hope to own one day, the so-called "golden watch."
A. Actually, I've been thinking about this for about a month now, but I still haven't found the answer. Up until now, I've collected watches that I wanted at the time, at realistic prices that I could afford. However, complicated watches made by brands like Breguet, A. Lange & Söhne, Vacheron Constantin, and Audemars Piguet are difficult to buy even if you want them, and I think that the term "previous generation watch" assumes that you will actually be able to get one.
So, if I had to choose one, it would be the watch that fulfilled my ideal and desire. If so, perhaps the most similar would be Casio's solid gold G-SHOCK, released in May 2019. G-SHOCK specialty stores, "Edge," operated by "G-time" stores, currently have seven locations across Japan. These stores were established over a decade ago when I and the Casio marketing team came up with a strategic plan to market G-SHOCKs on the same level as luxury mechanical watches. When Edge first opened, I had the opportunity to speak with Kikuo Ibe, the creator of G-SHOCK, and expressed my desire to commercialize a solid gold G-SHOCK for the early 5600 model. This was because I wanted a symbolic product for Japan's iconic digital watch. Ibe remembered this and contacted me to let me know that the solid gold G-SHOCK was complete. Naturally, I immediately placed an order. It's expected to arrive within the year, so I'm eagerly awaiting it. I'm in awe of Mr. Ibe and the Casio product development team, who overcame the difficult challenge of making this watch withstand 1000 G and brought it to market. It was a wonderful experience in many ways. I'll mark this as my "finishing watch."
Afterword
On September 20, 2019, the "East Store" opened at Ii Isuzu. This new store is geared towards women, and behind the rows of glamorous showcases for Chanel and Harry Winston, a magnificent white staircase reminiscent of the inside of a castle leads to the second floor, sure to excite any woman's heart. Iima says that in creating his stores, not just this new one, "I've always placed great importance on creating a place like the Disneyland of watch stores." The moment you enter, the feeling of comfort, and the enjoyment that makes you want to return immediately. President Iima has always placed more importance on the emotions of his customers than on how he presents himself.
