Visits by Gen Z and Millennials to 'Vintage Watches' Surge to Approximately 2.5 Times the Previous Year!

Fire Kids Co., Ltd., headquartered in Minato-ku, Tokyo, and operating vintage watch specialty stores in Yokohama, Nakano, and Ginza, has seen an increase in visitors from Gen Z and Millennials looking for 'watches from their birth year' or 'watches manufactured in the birth year of someone important to them'.

In April 2026, the number of young visitors was 1,087, an increase of 661 from the previous year's 426. This represents an approximate 155% increase and a 2.5-fold increase compared to the previous year. The trend of starting watch selection early, ahead of the summer bonus season, is also noticeable.

Amidst the rising prices of new luxury watches, there is a growing demand among the younger generation for watches that can be used for a long time, aligning with their birth year or significant life milestones, rather than just choosing based on brand or price.

【Early Watch Selection Before Summer Bonus, Growing Interest in Long-Lasting Purchases】

According to the Ministry of Health, Labour and Welfare's 'Monthly Labour Survey', the summer bonuses for 2025 averaged 366,810 yen per worker in establishments with 5 or more employees, a 3.2% increase from the previous year. Additionally, the average summer bonus per worker in establishments that provided bonuses was 426,337 yen, a 2.9% increase from the previous year.

On the other hand, due to factors such as yen depreciation and rising import prices, new luxury watches, including foreign brands, are in a situation where prices are likely to rise.

Amidst this, there is a growing consciousness among people to choose items that are not consumed in the short term, but rather 'items that can be used for a long time', 'items that will last into the future', and 'items that have personal significance' as a use for their bonuses.

In particular, vintage watches have unique backgrounds for each piece, such as the era in which they were manufactured, the design of that time, and the changes that have occurred over the years. In addition to the storytelling that new products do not have, they are also long-lasting due to repairs and maintenance, making them a product that is noticed by the younger generation as something to purchase at significant life milestones.

【Approximately 2.5 Times Increase in Young Visitors Compared to the Previous Year, Expanding Demand for Birth Year Watches Among Purchasers】

At Fire Kids, the number of Gen Z and Millennial visitors in April 2026 was 1,087, an increase of 661 from the previous year's 426. The growth rate was approximately 155%, and the multiple was approximately 2.5 times, indicating a trend of early watch selection ahead of the summer bonus season.

According to the company's data, consultations from the younger generation often include requests such as 'I want to find a watch from my birth year', 'I want to give a watch that matches my partner's birth year', and 'I want to choose something that can be used for a long time for milestones such as coming of age, job changes, and marriage'.

In particular, choosing a watch from one's birth year involves not just the brand name or price, but also the manufacturing year, design, condition, and the historical background of the time when the watch was made. Visitors are increasing who choose a watch by overlaying it with their own life or the time that a significant person has walked through and the history of the watch.

Visitors have expressed sentiments such as, 'I was drawn to something that has gone through the same time as me, not a new product', 'I wanted to choose something that will last into the future, not a purchase that will disappear with my bonus', and 'Wearing a watch from the same year as me feels like a companion, not just a possession'.

In a generation where it is said that 'watches are becoming obsolete' due to the spread of smartphones, the movement to choose vintage watches as a symbol of one's roots and significant life milestones, rather than just a tool to check the time, is spreading.

【Details of Fire Kids' 'Vintage Watch Total Service'】

Fire Kids carefully selects a wide range of vintage watches (such as Omega, Rolex, Seiko) from around the 1930s to the 1990s through professional buyers. The price range includes entry-level models in the 100,000 yen range to rare models priced over 1,000,000 yen.

The biggest feature of Fire Kids is that, in addition to sales, they have a system in place that can handle everything from sales to repair and maintenance with their in-house watch repair specialists. The watches on display are checked by specialized staff, and overhauls and adjustments are carried out as necessary. They also provide after-sales support to ensure that customers can use their purchases with confidence for a long time.

In addition to the three stores in Yokohama, Nakano Broadway, and Ginza Nine, they also accept orders from all over Japan and overseas through their online shop, creating an environment where even first-time buyers of vintage watches can make purchases with confidence.

【Future Developments】

The reuse and vintage market is expected to continue to expand, with estimates that the domestic market size will reach 3.5 trillion yen by 2027.

Fire Kids will further strengthen its product lineup, focusing on the 1970s to 1990s, which are popular among visitors in their 20s and 30s, to meet the growing demand for birth year watches among the younger generation.

In addition to creating an environment where products can be easily found by manufacturing year both in-store and online, they will also focus on proposing watch selections that match significant life milestones such as coming of age, employment, job changes, marriage, and birthdays.

In the future, we will continue to promote the appeal of vintage watches not just as used items, but as items that overlap with each person's life and memories, and are passed down to the next generation.

【Company Profile】

Name: Fire Kids Co., Ltd.

Address: 2F, Takase Building, 1-10-9 Shimbashi, Minato-ku, Tokyo 105-0004, Japan

Representative: Representative Director and Owner: Kazuo Sato

Founded: 1995

Business: Sales and purchase of vintage watches

Stores: Yokohama Main Store, Nakano Broadway Store, Ginza Nine Store

URL: https://firekids.jp

We welcome media coverage, photography, and interviews regarding this matter. We can also arrange interviews with the responsible parties, so please feel free to contact us.

【Media Inquiries and Contact Information】

Company: Fire Kids Co., Ltd.

Contact: Oshiro

Phone: 03-6264-6347

Email: [email protected]