[The Next Generation] The Young Designer Carrying Forward Seiko’s Craft Excellence and Pride

Since producing Japan’s first domestically made wristwatch in 1913, a time when pocket watches were still the norm in Japan, Seiko has pioneered numerous world-first technologies and led the pursuit of ever greater precision in watchmaking. In recent years, the Seiko Presage Craftsmanship Series, which spotlights traditional Japanese crafts such as enamel and Arita porcelain, has also gained strong support overseas. We spoke with designer Yu Hirose, a current member of the design team who had long aspired to work on the brand since joining the company, about her thoughts on expressing traditional craftsmanship through wristwatches.



The Craftsmanship Series incorporates traditional Japanese craft techniques such as enamel, Arita porcelain,urushilacquer, andshippocloisonné into the dial, showcasing Japanese aesthetics through the work of master artisans. For Presage watch owners, these models can be their first encounter with such traditional crafts as enamel or Arita porcelain, and the brand has helped shine new light on Japan’s long-established techniques and inspire renewed appreciation for their value.

Hirose explains that she chose to major in product design at university after learning that there was a profession in designing objects while considering the people who would use them. She joined Seiko three years ago and, since the year before last, has finally been assigned to work on the Craftsmanship Series she had long aspired to. “I’m truly happy that through wristwatches people both in Japan and overseas can experience the master craftsmanship of Japan. I work with the awareness that these watches also contribute to revitalizing the regions where traditional crafts have been preserved.”

The first product Hirose worked on was the Seiko 145th Anniversary Limited Edition – Seiko Presage Classic Series Enamel ‘Timekeeper’, inspired by pocket watches from the company’s early years.

“Most wristwatches use metal dials, but this model features an enamel one. We focused on how best to make use of its distinctive ‘enamel white,’ with its glossy and luminous texture. Because the enamel dials are painstakingly created by artisans recognized as masters of their craft, it was important for us to express their beauty through a wristwatch design that truly showcases their appeal.”

At present, three designers, including Hirose, are involved in developing the Craftsmanship Series. In the office, she often advances her designs while seeking advice from senior designer Tomoko Tomita, who sits beside her. “It is thanks to the knowledge and experience that Tomita and other senior designers have accumulated over many years that the current models exist. When a prototype doesn’t go well, we sometimes revisit Tomita’s past samples and use them as references.”

In addition to her design work, Hirose also places importance on actively sharing her ideas within the company. “I make a point of clearly communicating the details we care about—both my own design intentions and the dedication of the artisans—to colleagues in other departments. I’ve come to realize that these conversations often generate shared understanding, which then leads to public relations initiatives and novel promotional expressions. As creators, we need not only the ability to make things, but also the ability to convey their value.”

At Seiko, the company places great importance on passing down the philosophy and design principles established by previous generations when developing products, and this is reflected in its approach to nurturing new talent. Hirose herself also participates in company information sessions for students aspiring to become designers, where she speaks about how traditional crafts are carried forward through the form of wristwatches.

It is perhaps from among those students that the next generation to inherit the Craftsmanship Series will emerge—individuals who will share the beauty of Japan’s traditional crafts with the world.

Seiko’s Craftsmanship Series is said to be attracting particular attention from luxury watch enthusiasts in Europe, where interest in traditional culture and craftsmanship runs high. As a brand that incorporates the aesthetics of Japanese traditional crafts, it is beginning to establish a distinctive presence—different from that of Swiss luxury watches.

“I hope, going forward, to come up with ideas that more fully convey the appeal of enamel, Arita porcelain,urushilacquer, andshippocloisonné. I want to continue exploring designs that can express their beauty in ways that only a wristwatch can. And I hope, ultimately, that people around the world will enjoy wearing such expressions of traditional Japanese aesthetics on their wrists.”



■Seiko Dream Square
Address: 4-4-10 Ginza, Chuo-ku, Tokyo 104-0061
Tel.: 03-3538-1900

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The Next Generation is a series spotlighting the young artisans and staff helping pass down traditional skills and know-how that have been nurtured in Tokyo across generations. The series explores what inspired them to choose this path, what their work entails, and what they envision for the future.

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