Changed the common sense of watch before Apple Watch!? The Strategy of emerging domestic Brands

"SERENDIP (SERENDIP)" is a book selected for business people as an opportunity to broaden their horizons, and published as a summary. In this series, we will review the books that have become opportunities for management and management new ideas from the rich reading and interview experience of Kiyoshi Yoshikawa, the chief editor of SERENDIP editorial department.

The watch brand "Knot" of Jixiang Temple, which succeeds with the idea that it does not adhere to the common sense of the industry.

　Although it comes all of a sudden, readers usually wear watches. In addition, among the "wearers", how many people pay attention to the "belt"?

　Of course, watches are used to see the time, but there are also many people who can wear them as one of the fashion props. In addition, just as there was a Rolex craze in Japan during the bubble, some people wore high-end watches to show off their social status and wealth. At this point, it should be a position similar to jewelry.

　As a casual watch, many people should remember that there was a "G-SHOCK" whirlwind centered on the 1990s. In addition, stopwatches became popular at about the same time.

　Since before and after Apple launched the first-generation Apple Watch in 2015, more and more people seem to use smartwatches. I also like to use Apple Watch when I say so.

　What is refreshing about the emergence of Apple Watch is that the belt (band) can be changed. On separate belts, a variety of authentic and other brands are sold, such as polyurethane sports bands, leather and cloth. When the first generation was released, there were more than 2 million yen of entities.

　Previous watches, whether high-end watches such as Rolex, or G-SHOCK and watches, watch bodies and belts are designed and sold as one. If you have to say, the belt comes with it, and few people will stick to it to choose a watch.

　In this sense, Apple Watch's belt change is new to me. In fact, before the release of Apple Watch, a new watchmaker succeeded with this idea. This is the "Knot" founded in 2014 at the Jixiang Temple in Tokyo.

　Knot has gained great support in online and brick-and-mortar stores focusing on young people, and has launched 11 domestic, 5 overseas gallery stores and 3 domestic concept stores.