Stories worth being told
Today as everything happens and changes so fast, I find it increasingly important to make a conscious effort to stop, breathe and take a moment to just BE. One of the things I enjoy most while on that quick mental break is to read stories and uncover new ideas, lifestyles and people.
But let me be clear, I’m not interested in just any story. I get most excited when the story transports me to a place or time where dreaming is the rule, where daring isn’t just another euphemism for doing, but rather for imagining.
Where am I going with this you may wonder? Well, today, I decided to go far East, to Minase to be more precise. Minase is an ancient village located in Yuzawa, 550 km north of Tokyo.
How did I end up there?
…Naturally by way of Biel, the biggest bi-lingual city in Switzerland and the world’s capital of watch-making!
Are you teased enough yet? What possibly do a Japanese rural village and a Swiss watch-making town have in common? Well, everything when it comes to our story.
Minase…
…is not only a village but it is also a watch factory founded in 2005. The factory itself is part of a bigger Japanese manufacturer, Kyowa (founded in 1963), better known for its high quality tools (step drills), refined technical processes and luxury watch components.
The Art of craftsmanship is not lost
“Monozukuri”, the Japanese manufacturing style, philosophy.
When I think of Japan what immediately come to my mind are:
Tradition. Philosophy. Quality. Detail.
Taking advantage of its original step drills, Kyowa entered the watch manufacturing industry and started the business of manufacturing watch cases together with the tool business.
Minase isn’t just another tools manufacturer where artisans are forsaken in favor of automation. Every single watch passes through the diligent hands of expert artisans, watch makers and technicians – a perfect alliance between modern technology and traditional watchmaking.
Minase, the watch brand
A unique philosophy, a unique design and an undeniable attention to detail. Most of the habillage components (cases, crowns, dials or straps) are crafted in-house with a remarkable level of finishing. The black polishing of parts are especially astonishing (called Sallaz – no less than 50 operations and 15 hours required to polish each watch).
Minase, a Japanese 3D puzzle
Ysegi Zaiku, known as a Japanese 3D Puzzle is said to be the brand’s inspiration for its case-in-case architecture. The movement is housed in a container, with no dial – at least, not in the traditional sense of the word. It’s sandwiched in between an “index ring” and the casing ring, creating the impression of a floating structure within the case. The result, reflecting the philosophy of transparency of the brand, is especially impressive on the 5Windows and on the 7Windows models, which sapphire facets allow an incredible view on the dial and on the functioning of the movement.
Most watches’ and bracelets’ components can be disassembled and repaired (unlike most watch brands) so that the products shine in each and every corner as on the first day. Minase timepieces have been developed to last for one hundred years!
Designs
One collection, three designs. Five Windows, Divido and Horizon
Why Biel (Bienne)?
April 11, 2017 – Minase is introduced for the first time outside of Japan. Sven Henriksen now leads Minase International based out of Biel. What better than fusing Japanese traditional craftsmanship with the Swiss know-how?
Individually hand-crafted and inspired by nature abiding to the Japanese sense of the detail as we are accustomed to and with an open sapphire case that reflects the philosophy of the brand, Minase is the perfect European eye catcher.
The world deserves to know Minase and have a chance to experience the true Japanese lifestyle and refined/ intricate culture. Minase is for those seeking beauty and exclusivity. With a production of less than 500 watches per year, Minase is anything but a product of mass consumption.
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