Orient celebrates 75 years with a new repositioning

The Japanese watch brand celebrates its 75th anniversary with a new repositioning that aims to reinforce its relevance in the market and attract a new range of consumers. With this, Orient is focusing its efforts on products developed domestically with the help of international parts — powered by renewable energy, solar or through the use of movements.

“This change repositions Orient as the best choice for those looking for their first ‘professional watch,’ with its own caliber and the credibility of a global brand that was born from the watchmaking universe. We want to deliver quality and reliability for an audience that is beginning to explore the world of analog watches,” says Rodrigo Anzanello, product director of Orient Brazil.

Through the collection launched in July, the brand noticed a significant growth in its sales, and from that, it realized the results of the change. Its portfolio also underwent reforms, the entry-level 3 Stars line will now have three options: Heritage, inspired by models from the 1970s and 1980s; Elegance, with a functional design; and Sport, with diving, aviation, and military versions. In addition, solar models will be offered in the Sport and chronographs categories, all with solid link straps and sapphire glass for greater durability.

The new positioning is supported by three pillars: Japanese tradition, leadership in mechanism technology, and expanding international presence. Finally, Orient continues to establish itself as a reference by uniting design and pioneering engineering in mechanical movements, with its own operation in Brazil and exclusive models for the national market.

In recent years, analog watches have been experiencing a significant appreciation. Even with the growth of smartwatches, which offer functions related to health, sports, and direct connection to cell phones, the interest in conventional timekeepers, with hands and complex mechanisms, has been growing consistently, especially among millennials and Generation Z.

Within the pyramid of watchmaking, luxury models dominate the top, with high added value due to craftsmanship, complications, and the strength of brands. At the base are the simpler models, generally quartz-powered, and in the middle, the automatic ones, with more complex mechanisms and energy autonomy. It is in this intermediate segment that Orient has been standing out, offering an accessible and reliable entry point for those wishing to explore the world of more serious watchmaking.

As part of the strategic reformulation, battery-powered watches will gradually be replaced by automatic and solar models, all energy self-sufficient. “We want to have only energy self-sufficient options,” reinforces Rodrigo Anzanello. This movement aligns with trends from global luxury brands, such as Tag Heuer and Tiffany & Co.

Orient's factory in Brazil, the only one outside Japan with the autonomy to create its own models, plays a central role in the brand's strategy. National watches will be sold in the range of R$ 1,600 to R$ 3,000, while international models, such as the Bambino and Mako line, cost between R$ 3,500 and R$ 5,000. At the top, Orient Star watches reach R$ 20,000. Most models developed in Brazil remain exclusive to the national market, but some are also sold in other countries.

Through this strategy, Orient consolidates its position as a reference in the entry-level segment of high watchmaking, while simultaneously attracting a young and growing audience interested in watches.