Completely renovated! Matsuzakaya Nagoya's watch floor, "GENTA the Watch," is a new social gathering place for watch enthusiasts.

On Wednesday, July 6, 2022, the watch department in the North Building of Matsuzakaya Nagoya was renovated for the first time in 14 years and reborn as "GENTA The Watch." The floor space of the watch department has been expanded by approximately two times, and the product lineup has been expanded. By creating a luxurious and open space, the aim was to make the floor more inviting to customers.

An overwhelmingly spacious watch floor is born

　Central Nagoya is a "watch battleground" comparable to Ginza in Tokyo and Shinsaibashi in Osaka. Demand for watches is on the rise in this area, and over the past few years, boutiques for various brands have opened, with department stores and watch specialty stores expanding their floor space and strengthening the brands they carry.

　Now, one of the largest watch floors in the Nagoya area has opened at Matsuzakaya Nagoya. The fifth floor of the North Building's "GENTA," which spans five floors and stocks items sought after by discerning adults, has been completely renovated and renamed "GENTA the Watch." The original watch floor has been expanded to approximately double its floor space, marking the first renovation in 14 years.

　What has changed the impression in particular is the ease of entering the watch department. With the floor space now roughly doubled, the entire floor feels more spacious, and the store has created an open and comfortable space while still retaining its luxurious atmosphere. This user-friendly layout has broadened the age range of customers, and with the focus on online services, the store is sure to expand its reach to younger customers in their 20s and 30s, in addition to the previously core customers in their 40s and 50s.

　So, how has the watch department actually changed? The first new additions under the new concept are a watch repair and maintenance counter in the center of the floor and public spaces on either side of it. The watch repair workshop, dubbed the "Live Repair Zone," is surrounded by glass on all four sides, allowing customers to watch the resident watch technicians at work like in a live kitchen. This repair workshop carries out simple repairs such as changing straps and batteries in quartz watches.

　The increased floor space has resulted in a larger sales area for each brand, with the most notable change being for Rolex, which has been expanded by approximately three times. Light pours in through large windows, creating an open and airy space. The counter dedicated to after-sales service, which is in high demand, has also been expanded, allowing customers to receive service in a more relaxed atmosphere.

　Also noteworthy is the opening of the first A. Lange & Söhne boutique in the Tokai region. The brand has established boutiques in major cities around the world, and the Matsuzakaya Nagoya store is the sixth in Japan. The boutique incorporates the latest concept, and the brand's worldview is unfolding, with customers able to relax and choose their watch in the negotiation space in the back.

Many limited edition models available

　In conjunction with the recent renewal of the watch department, the store is now stocked with many new products and rare limited edition models. Here we will introduce some of the most noteworthy models.

　The first thing that caught my eye was the TTR3 Blue Equalizer Frequencies, created by independent watchmaker Antoine Preziuso and his son Florion. It is a unique piece, produced in only one piece.

　The unique mechanism allows three tourbillons to function on a single rotating disc. Each of the three carriages rotates once per minute, and the entire disc rotates once every 10 minutes, creating a dynamic double rotation that allows you to enjoy its dynamic movement.

　The three independent tourbillons are positioned so close together on the disc that they resonate with each other through a phenomenon known as "synchronicity," naturally achieving the same frequency. The entire system acts as a single regulator, ensuring accurate timekeeping.

　Next up is TAG Heuer's new 2022 model, the TAG Heuer Carrera Calibre Heuer 02T Tourbillon Chronograph Japan Limited Edition, which will be available exclusively in Japan in only 50 pieces. This is a special edition of a popular model equipped with a tourbillon, a complex mechanism.

　This model features a lightweight titanium case and a carbon bezel, with a black base. A vibrant red, reminiscent of Japan's color code, is used as an accent color on the tourbillon carriage and the sapphire crystal caseback. The caseback also features a serial number indicating that this is a limited edition of 50 pieces for Japan.

　The final model on our list is The Citizen's Caliber 0100 Eco-Drive Limited Edition, with a high-precision accuracy of ±1 second per year. This luxury watch features a beautifully polished 18K yellow gold case and Caliber 0100, an Eco-Drive movement with an accuracy of ±1 second per year.

　The Caliber 0100 operates autonomously within the watch, achieving an extremely high level of precision of ±1 second per year, without relying on time information from radio towers or satellites. The watch also features a dial made of Tosa Seicho paper, a traditional craft designated as a protected intangible cultural asset of Kochi Prefecture, allowing you to enjoy the soft texture unique to washi paper.

Enhanced owned media

　This renewal not only affected the physical watch sales floor, but also strengthened the watch website operated by the Matsuzakaya Nagoya store. This website has also been renamed from "Watch Master" to "GENTA the Watch," and has been reborn as a specialized site that goes beyond simply introducing the store and watches.

　The biggest changes are the launch of a daily online magazine aimed at watch enthusiasts and the expansion of online services. The first attempt by a department store in the Tokai area is the "online try-on service," which allows customers to try on approximately 1000 types of watches listed on the website online using their smartphone. This service is convenient because it can be used on a browser without the need to install an application. It's great for getting an idea of ​​how the watch will look on you before visiting the store.

　In addition, the store also offers the "Online Watch Overhaul Service," which allows you to have your watch delivered from your home to the Matsuzakaya Nagoya store for an overhaul, and the "Store Reservation Service," both of which are firsts in the Tokai region. A new Instagram account has also been set up, giving the impression of being just as casual and friendly as the watch department.

　GENTA The Watch at Matsuzakaya Nagoya is dramatically changing the image of department stores. Some boutiques are still undergoing renovations, but the entire area is scheduled to be completed by the end of September. We hope you will visit the watch department, which has become more accessible.

Matsuzakaya Nagoya store's official website "GENTA the WATCH" can be accessed at the following URL:　https://watch.dmdepart.jp/nagoya/