How did Minase emerge from Japan ?

We’ve been talking a lot about Minase during the last couple of months. A recurring question we get is: “How comes a small, traditional Japanese watch brand like Minase got to be internationally commercialized by a Switzerland-based small company such as H-Development ?

Thanks to a Swiss cheese fondue, shared dreams and passion.

H-Development is at the origin of the international marketing concept of Minase. Based in Biel/Bienne, Switzerland, the company takes care of the communication and distribution of Minase watches everywhere outside Japan. The international commercialization of Minase only is a small part of H-Development’s business, as it first and foremost offers technical development of watches and represents high-end manufacturers specialized in hands, cases, bracelets, clasps and buckles.

Japanese toolmaker Kyowa Seiko

Sven Erik Henriksen recalls : “At the beginning of autumn 2016, I invited a group of 4 Japanese – only one of whom spoke a few words of English – to a farmhouse in Les Prés d’Orvin, a tiny village above Biel-Bienne. It was the first time we met. They had come for a meeting with the company I used to work for, because they had some toolmakers we were interested in. They had no plans for the evening so I offered to take them to something “typically Swiss”.

The evening was laborious in terms of communication (I don’t speak Japanese!) but tasty in terms of gastronomy. Happy to enjoy Swiss specialities, warmed up by the warm atmosphere of the mountain restaurant and enlivened by the Pinot Noir of Lake Biel, we started with a raclette, followed by hot ham and rösti, then a fondue and finally concluded with double cream meringues.

The discovery of Minase

It was a very nice moment and the first time I was hearing about this mysterious and unknown brand, Minase, based in one of the remotest corners of Japan, Akita. I didn’t guess at the time that this would change my vision of watchmaking by discovering a totally different approach and style from what I had known in my 40 years career in the Swiss watchmaking industry. The idea of commercializing Minase outside of Japan began to form. It is the utmost honor for a Japanese brand to be sold in Switzerland, and I for my part felt that Minase was really special.

I didn’t guess at the time that this little, unknown brand would change my vision of watchmaking for ever, discovering a totally different approach and style from what I had always known.

First trip to Minase factory in Japan

In November 2016, Minase’s President, T. Suzuki invited me to Japan. I went to Yuzawa (Akita) where I discovered the Minase factory and its passionate craftsmen. Fascinated by this “pearl” of watchmaking know-how and craftsmanship, I quickly decided to do my utmost to enable the micro-brand to develop on markets outside Japan. Until then, some 300 watches were annually sold in Japan.

Minase goes International

Most of 2017 was devoted to building Minase’s new visual and graphic identity with the goal to make it an international brand. I became independent with H-Developemtn. Then, hand in hand with the talented photographers Meyer & Kangangi, also based in Biel-Bienne, we built a brand new visual universe for Minase. We reviewed the packaging, produced the catalogues and defined the international communication axis.

The brand is now making its way internationally, and is available in many markets outside Japan, both via our official webshop and through a few passionate watch retailers such as Zeitzone and the Watchlounge in Switzerland, Kreative & Exklusiv in Germany, Remontoire’68 in England and Khaled Zainalabedin in Bahrain.

In this digital age, I believe in the cohabitation of the virtual and the real in terms of watch distribution. The products, magnificent on paper and on screen, are incredibly splendid when taken in hand and placed on the wrist. That’s when you understand why this brand is so different from most of the watchmaking products we know.

“The distribution channels we knew have changed. In this digital age, I believe in the cohabitation of the virtual and the real in terms of watch distribution.”

Today, many years have passed since that special and somewhat improvised evening on the heights of Biel-Bienne. I am happy I got to share with you the story of my meeting with Minase and I hope you enjoyed it. This was a dream that became a beautiful adventure thanks to the amazing interest that you, friends of Minase, have shown to the brand. Thank you for your trust and loyalty.”