Wristwatch Consumer Awareness Survey 2010
Favorite brands
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Wristwatch Consumer Awareness Survey 2010
%106'065

Favorite brands‫ ع‬Well-known brands㧦41.':
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Wristwatch Consumer Awareness Survey 2010 / Favorite brands‫ ع‬Well-known brands (ranking 1㨪10)
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ROLEX

㪐 㪅㪊

㪍㪉㪅㪐

BVLGARI㪉 㪍 㪅㪊㪍 㪋 㪅㪊㪐 㪅㪋

㪌㪉㪅㪊

CARTIER㪉 㪎 㪅㪊㪍 㪊 㪅㪇

㪐 㪅㪎

㪌㪏㪅㪈

㪐 㪅㪏

㪎㪈㪅㪐

GUCCI
CHANEL㪌 㪏 㪅㪈㪊 㪉 㪅㪈

OMEGA㪍 㪏 㪅㪎㪈 㪋 㪅㪊㪍 㪐 㪅㪎㪈 㪈 㪅㪍HERMES㪈 㪎 㪅㪈

TIFFANY㪈 㪋 㪅㪋㪍 㪉 㪅㪈㪍 㪈 㪅㪈㪈 㪍 㪅㪐㪋㪇㪅㪐㪈 㪏 㪅㪎㪊㪈㪅㪉㪉 㪇 㪅㪏㪌㪇㪅㪉㪉 㪋 㪅㪌

㪋㪎㪅㪊

DIOR

㪎 㪅㪎

㪍 㪎 㪅㪌㪉 㪋 㪅㪏

㪊㪈㪅㪉

COACH

㪏 㪅㪏

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3

Wristwatch Consumer Awareness Survey 2010 / Favorite brands‫ ع‬Well-known brands (ranking 1㨪11)
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LOUIS VUITTONDUNHILL㪍 㪊 㪅㪌㪈 㪇 㪅㪎 䋦㪍 㪐 㪅㪊㪋 㪅㪊㪉 㪌 㪅㪎㪊㪌㪅㪊㪉 㪍 㪅㪋㪉㪊㪅㪐

FRANCK MULLER㪈 㪍 㪅㪐㪌 㪉 㪅㪎㪊 㪇 㪅㪋㪋㪋㪅㪐TAG HEUER㪈 㪏 㪅㪍㪋 㪏 㪅㪌㪊 㪉 㪅㪐㪋㪍㪅㪏

LONGINES㪌 㪅㪊

CHOPARD㪌 㪅㪎

PIAGET㪌 㪅㪈

BREITLING
AUDEMARS PIGUET㪊 㪋 㪅㪉㪊 㪉 㪅㪐㪉 㪉 㪅㪈㪏 㪅㪌㪌 㪅㪇

BREGUET 㪊 㪅㪍㪋 㪊 㪅㪍㪌 㪈 㪅㪈㪉 㪋 㪅㪏㪉 㪊 㪅㪍㪉㪌㪅㪊㪍 㪇 㪅㪈㪉㪇㪅㪍㪍 㪉 㪅㪇㪉㪉㪅㪈㪍 㪐 㪅㪌㪈㪊㪅㪎㪎 㪇 㪅㪉㪈㪈㪅㪎㪎 㪉 㪅㪏㪈㪈㪅㪊+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
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4

Wristwatch Consumer Awareness Survey 2010 / Favorite brands‫ ع‬Well-known brands (ranking 21㨪31)
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IWC

㪈 㪏 㪅㪐㪍 㪅㪏 䋦㪈 㪏 㪅㪌PATEK PHILIPPE 㪋 㪅㪌
ORIS

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PANERAI 㪊 㪅㪌㪎 㪋 㪅㪊㪈㪍㪅㪊㪎 㪎 㪅㪈㪈㪋㪅㪉㪈 㪎 㪅㪎㪎 㪐 㪅㪎㪐㪅㪉㪈 㪍 㪅㪎㪎 㪐 㪅㪐

㪏㪅㪐

ZENITH㪈 㪅㪎㪈 㪎 㪅㪊㪏 㪇 㪅㪐㪏㪅㪊BAUME & MERCIER㪈 㪅㪎㪈 㪌 㪅㪈㪏 㪊 㪅㪈

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JAEGER-LECOULTRE㪉 㪅㪊㪈 㪋 㪅㪈㪏 㪊 㪅㪌

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BLANCPAIN㪈 㪅㪇 㪈 㪊 㪅㪐㪏 㪌 㪅㪈

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GIRARD-PERREGAUX㪈 㪅㪊 㪈 㪈 㪅㪈㪏 㪎 㪅㪌

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VACHERON CONSTANTIN㪈 㪅㪍 㪈 㪇 㪅㪏㪏 㪎 㪅㪍

㪏㪅㪋FREDERIQUE CONSTANT㪇 㪅㪏 㪈 㪈 㪅㪌㪏 㪎 㪅㪎

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5

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦41.':㧔㧕 by gender/age
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ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪊 㪋 㪅㪏 䋦㪌 㪌 㪅㪐㪐 㪅㪊㪍㪉㪅㪐㪊 㪎 㪅㪊㪌 㪊 㪅㪈

㪐 㪅㪍

㪍㪊㪅㪉

Men

↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀
Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪊 㪌 㪅㪍㪌 㪇 㪅㪇㪈 㪋 㪅㪋

㪌㪋㪅㪐

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪊 㪋 㪅㪐㪌 㪍 㪅㪋

㪏 㪅㪎㪌㪎㪅㪋

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪊 㪐 㪅㪊㪌 㪊 㪅㪐㪍 㪅㪏㪍㪐㪅㪍㪊 㪐 㪅㪈㪌 㪉 㪅㪇

㪏 㪅㪐

㪎㪇㪅㪎

㪐 㪅㪈

㪍㪉㪅㪎

㪈 㪉 㪅㪐

㪌㪍㪅㪐

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪊 㪉 㪅㪊㪌 㪏 㪅㪎

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪏 㪅㪉㪌 㪏 㪅㪏

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪊 㪍 㪅㪌㪌 㪎 㪅㪈

㪍 㪅㪊

㪍㪊㪅㪏

㪍 㪅㪉

㪍㪌㪅㪎

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪉 㪐 㪅㪎㪍 㪋 㪅㪈

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪊 㪋 㪅㪍㪌 㪊 㪅㪏㪈 㪈 㪅㪌㪍㪉㪅㪐+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
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6

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦41.':㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

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䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG
䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪊 㪋 㪅㪏 䋦㪌 㪌 㪅㪐㪐 㪅㪊㪍㪉㪅㪐㪊 㪈 㪅㪏㪌 㪐 㪅㪏㪏 㪅㪊㪍㪊㪅㪍㪈 㪇 㪅㪇

㪍㪉㪅㪌Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪊 㪍 㪅㪏㪌 㪊 㪅㪉

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪊 㪇 㪅㪌㪌 㪋 㪅㪊㪈 㪌 㪅㪉

㪌㪐㪅㪈

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪋 㪈 㪅㪊㪌 㪉 㪅㪏㪌 㪅㪐㪍㪋㪅㪌Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪉 㪏 㪅㪌㪌 㪐 㪅㪏㪈 㪈 㪅㪎㪍㪉㪅㪈+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
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7

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$8.)#4+㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
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䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


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䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪉 㪍 㪅㪊 䋦㪍 㪋 㪅㪊㪉 㪇 㪅㪊㪍 㪏 㪅㪈㪐 㪅㪋㪌㪉㪅㪊㪈 㪈 㪅㪍

㪋㪉㪅㪍

Men:20’s㪉 㪍 㪅㪈

↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪌 㪏 㪅㪐㪈 㪌 㪅㪇

㪋㪎㪅㪊

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪈 㪏 㪅㪍㪎 㪈 㪅㪌㪐 㪅㪐㪋㪈㪅㪇㪈 㪐 㪅㪉㪎 㪉 㪅㪈

㪏 㪅㪎㪋㪊㪅㪉

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀
Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪈 㪎 㪅㪊㪍 㪐 㪅㪊㪋㪇㪅㪌㪈 㪊 㪅㪋㪊 㪉 㪅㪊㪍 㪇 㪅㪌㪎 㪅㪉㪍㪈㪅㪋㪊 㪈 㪅㪏㪍 㪈 㪅㪉㪎 㪅㪈㪍㪈㪅㪌㪊 㪈 㪅㪎㪍 㪈 㪅㪐

㪍 㪅㪊

㪍㪈㪅㪌

㪌 㪅㪊

㪍㪎㪅㪋

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪊 㪋 㪅㪐㪌 㪐 㪅㪏

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪊 㪇 㪅㪉㪌 㪐 㪅㪊㪈 㪇 㪅㪋㪋㪐㪅㪋+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

8

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$8.)#4+㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

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
6QVCN.KMGU+FQPQVMPQYVJKUDTCPF

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG
䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪉 㪍 㪅㪊 䋦㪍 㪋 㪅㪊㪐 㪅㪋㪌㪉㪅㪊Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪉 㪍 㪅㪉㪍 㪌 㪅㪌㪏 㪅㪊㪌㪈㪅㪈Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪉 㪍 㪅㪊㪍 㪊 㪅㪍㪈 㪇 㪅㪈

㪌㪊㪅㪇

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪈 㪎 㪅㪎㪍 㪎 㪅㪈㪈 㪌 㪅㪉

㪌㪍㪅㪌

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪉 㪎 㪅㪏㪍 㪍 㪅㪉㪍 㪅㪇㪌㪈㪅㪐Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪉 㪍 㪅㪏㪍 㪈 㪅㪌㪈 㪈 㪅㪎㪌㪈㪅㪍+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

9

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦%#46+'4㧔㧕by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪉 㪎 㪅㪊 䋦ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪊 㪅㪇㪈 㪊 㪅㪍㪐 㪅㪎㪎 㪉 㪅㪌㪈 㪊 㪅㪐

㪌㪏㪅㪈㪊㪐㪅㪏

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪈 㪌 㪅㪍㪍 㪊 㪅㪐㪉 㪇 㪅㪍

㪊㪎㪅㪋

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪈 㪉 㪅㪉㪎 㪊 㪅㪏㪈 㪋 㪅㪇

㪊㪏㪅㪏

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪈 㪊 㪅㪎㪎 㪎 㪅㪉㪐 㪅㪈㪊㪐㪅㪉㪈 㪉 㪅㪏

㪋㪋㪅㪇

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪈 㪉 㪅㪏㪎 㪋 㪅㪊㪋 㪇 㪅㪐㪌 㪊 㪅㪌㪌 㪅㪍㪎㪌㪅㪌㪋 㪇 㪅㪇㪌 㪌 㪅㪊㪋 㪅㪎㪏㪇㪅㪏㪋 㪇 㪅㪎㪌 㪌 㪅㪇

㪋 㪅㪉

㪎㪌㪅㪐

㪌 㪅㪎

㪎㪎㪅㪈

㪎 㪅㪎

㪍㪋㪅㪇

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪋 㪌 㪅㪌㪋 㪏 㪅㪏

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪊 㪍 㪅㪏㪌 㪌 㪅㪌

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

10

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦%#46+'4㧔㧕by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇


6QVCN.KMGU+FQPQVMPQYVJKUDTCPF

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG
䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪉 㪎 㪅㪊 䋦㪍 㪊 㪅㪇㪐 㪅㪎㪌㪏㪅㪈Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪉 㪏 㪅㪎㪍 㪉 㪅㪌㪏 㪅㪏㪌㪐㪅㪌Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪉 㪍 㪅㪊㪈 㪇 㪅㪊㪌㪎㪅㪉㪍 㪊 㪅㪊

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪉 㪍 㪅㪉㪌 㪐 㪅㪏㪈 㪋 㪅㪇

㪌㪍㪅㪌

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪉 㪍 㪅㪏㪍 㪌 㪅㪎㪎 㪅㪋㪌㪏㪅㪌㪉 㪏 㪅㪇㪍 㪇 㪅㪎㪈 㪈 㪅㪉

㪌㪏㪅㪈

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

11

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦1/')#㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪊 㪉 㪅㪈 䋦ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men㪌 㪏 㪅㪈㪊 㪏 㪅㪋↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪌 㪈 㪅㪎

㪐 㪅㪏

㪎㪈㪅㪐

㪐 㪅㪐

㪎㪎㪅㪐

㪈 㪊 㪅㪊

㪏㪇㪅㪉

Men:20’s㪊 㪏 㪅㪐

↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪋 㪎 㪅㪏

Men:30’s㪋 㪇 㪅㪎

↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪋 㪏 㪅㪏㪈 㪇 㪅㪌

㪎㪎㪅㪍

Men:40’s㪋 㪊 㪅㪏

↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪋 㪐 㪅㪏㪍 㪅㪋㪎㪐㪅㪎㪈 㪇 㪅㪈

㪎㪋㪅㪈

㪐 㪅㪎

㪍㪍㪅㪉

㪈 㪉 㪅㪋

㪍㪉㪅㪊

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪉 㪐 㪅㪈㪍 㪇 㪅㪐㪉 㪌 㪅㪎㪍 㪋 㪅㪌

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪈 㪏 㪅㪏㪍 㪏 㪅㪏

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪉 㪏 㪅㪇㪍 㪍 㪅㪈㪌 㪅㪏㪍㪌㪅㪌

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪉 㪊 㪅㪋㪍 㪎 㪅㪐㪏 㪅㪍㪎㪇㪅㪐

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪊 㪉 㪅㪋㪌 㪋 㪅㪐㪈 㪉 㪅㪍㪍㪋㪅㪇+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

12

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦1/')#㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇


6QVCN.KMGU+FQPQVMPQYVJKUDTCPF

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG
䃂ಠ଀
TOTAL

㪊 㪉 㪅㪈 䋦㪌 㪏 㪅㪈㪐 㪅㪏㪎㪈㪅㪐Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪊 㪈 㪅㪏㪌 㪐 㪅㪌㪏 㪅㪎㪎㪈㪅㪇Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪊 㪉 㪅㪉㪌 㪎 㪅㪉㪈 㪇 㪅㪍

㪎㪉㪅㪋ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪉 㪏 㪅㪎㪌 㪍 㪅㪎㪈 㪋 㪅㪍

㪍㪏㪅㪎

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪊 㪋 㪅㪏㪌 㪎 㪅㪎㪎 㪅㪋㪎㪊㪅㪏㪈 㪈 㪅㪉

㪎㪇㪅㪌

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪉 㪐 㪅㪏㪌 㪐 㪅㪇

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

13

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦)7%%+㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕


6QVCN.KMGU+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

㪈 㪍 㪅㪐

㪋㪇㪅㪐

0QVG
䃂ಠ଀
TOTAL

㪈 㪋 㪅㪊 䋦ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪏 㪅㪎㪎 㪅㪍㪍 㪐 㪅㪌㪉 㪉 㪅㪐㪉㪎㪅㪌㪉 㪈 㪅㪎㪊㪍㪅㪊㪈 㪐 㪅㪏

㪉㪎㪅㪐

Men:20’s㪈 㪍 㪅㪈

↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪍 㪉 㪅㪉

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪌 㪅㪏㪎 㪋 㪅㪋

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪊 㪅㪎㪎 㪊 㪅㪈㪉 㪊 㪅㪊

㪉㪇㪅㪐

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪌 㪅㪍
Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪎 㪅㪍㪉 㪈 㪅㪈㪉㪏㪅㪋㪉 㪍 㪅㪏㪍 㪏 㪅㪇㪈 㪇 㪅㪐

㪌㪊㪅㪌

㪏 㪅㪉

㪌㪊㪅㪈

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪌 㪅㪐㪍 㪌 㪅㪐

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪉 㪈 㪅㪉㪍 㪏 㪅㪏㪈 㪇 㪅㪈㪌㪋㪅㪍㪈 㪐 㪅㪍㪎 㪇 㪅㪏㪐 㪅㪍㪌㪊㪅㪎

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀
Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪈 㪏 㪅㪈㪍 㪌 㪅㪐㪈 㪌 㪅㪐㪌㪈㪅㪎+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

14

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦)7%%+㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF


6QVCN.KMGU䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

0QVG
䃂ಠ଀
TOTAL

㪈 㪋 㪅㪊 䋦㪍 㪏 㪅㪎㪈 㪍 㪅㪐

㪋㪇㪅㪐

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪊 㪅㪎㪎 㪈 㪅㪇㪈 㪌 㪅㪊

㪊㪏㪅㪐Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪋 㪅㪏㪍 㪎 㪅㪉㪈 㪏 㪅㪇

㪋㪉㪅㪉ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪐 㪅㪏㪍 㪐 㪅㪌㪉 㪇 㪅㪎

㪋㪇㪅㪐

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪈 㪊 㪅㪌㪎 㪈 㪅㪏㪈 㪋 㪅㪎

㪊㪎㪅㪍

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪍 㪅㪌㪍 㪌 㪅㪈㪈 㪏 㪅㪋㪋㪋㪅㪋+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

15

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦%*#0'.㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕


6QVCN.KMGU+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

㪈 㪏 㪅㪎

㪊㪈㪅㪉

0QVG
䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪈 㪅㪍 䋦Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪎㪍 㪐 㪅㪎㪎 㪇 㪅㪐㪉 㪌 㪅㪊㪉㪇㪅㪏㪍 㪏 㪅㪐㪉 㪎 㪅㪉

㪈㪏㪅㪎

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀 㪊 㪅㪐
Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪋 㪅㪈㪎 㪉 㪅㪈㪉 㪊 㪅㪏

㪈㪐㪅㪎

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪊 㪅㪎㪎 㪎 㪅㪉㪈 㪐 㪅㪉

㪉㪊㪅㪇

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪊 㪅㪋
Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪋 㪅㪉㪉㪈㪅㪍㪊 㪉 㪅㪋㪈 㪐 㪅㪌㪈 㪉 㪅㪈㪋㪈㪅㪇㪍 㪎 㪅㪈㪈 㪈 㪅㪉㪊㪎㪅㪎㪎 㪋 㪅㪈㪏 㪅㪌㪊㪎㪅㪋㪍 㪏 㪅㪋

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪈 㪅㪏

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪈 㪎 㪅㪌

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪉 㪇 㪅㪈㪍 㪎 㪅㪌㪈 㪉 㪅㪋

㪋㪍㪅㪊

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪈 㪏 㪅㪎㪍 㪋 㪅㪏㪈 㪍 㪅㪌㪋㪉㪅㪎+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

16

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦%*#0'.㧔㧕by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF


6QVCN.KMGU䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

㪈 㪏 㪅㪎㪊㪈㪅㪉㪈 㪍 㪅㪌

㪊㪉㪅㪋

0QVG
䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪈 㪅㪍 䋦

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪉 㪅㪉

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪈 㪅㪉㪍 㪐 㪅㪎㪎 㪈 㪅㪊㪍 㪏 㪅㪍㪉 㪇 㪅㪉㪊㪇㪅㪋㪉 㪉 㪅㪇

㪊㪊㪅㪇

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪐 㪅㪏㪍 㪏 㪅㪊

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪈 㪈 㪅㪌㪎 㪉 㪅㪍㪈 㪌 㪅㪐

㪉㪐㪅㪏

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪉 㪅㪉㪍 㪍 㪅㪎㪉 㪈 㪅㪉㪊㪉㪅㪉+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

17

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦*'4/'5㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪈 㪎 㪅㪈 䋦ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪉 㪅㪈㪉 㪇 㪅㪏㪌㪇㪅㪉㪌 㪅㪎㪍 㪍 㪅㪊㪉 㪏 㪅㪇㪊㪉㪅㪊㪎 㪅㪏㪍 㪊 㪅㪐㪉 㪏 㪅㪊㪋㪉㪅㪐㪍 㪏 㪅㪍㪉 㪍 㪅㪎

㪊㪇㪅㪍

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀
Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪋 㪅㪎
Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪋 㪅㪍㪎 㪈 㪅㪎㪉 㪊 㪅㪎

㪉㪐㪅㪈

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪅㪈㪌 㪐 㪅㪏㪊㪈㪅㪇㪊 㪋 㪅㪈㪉 㪏 㪅㪌㪌 㪎 㪅㪐㪈 㪊 㪅㪍

㪍㪎㪅㪈

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪏 㪅㪏㪍 㪈 㪅㪉㪈 㪇 㪅㪇

㪌㪐㪅㪉

㪏 㪅㪌

㪍㪊㪅㪉

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪊 㪈 㪅㪉㪍 㪇 㪅㪊

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪉 㪎 㪅㪊㪌 㪍 㪅㪌㪈 㪍 㪅㪊

㪎㪌㪅㪋

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪉 㪍 㪅㪐㪌 㪊 㪅㪏㪈 㪐 㪅㪉㪍㪐㪅㪎+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

18

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦*'4/'5㧔㧕by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪎 㪅㪈 䋦

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪏 㪅㪉

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪍 㪅㪋㪍 㪉 㪅㪈㪍 㪉 㪅㪌㪍 㪈 㪅㪏㪉 㪇 㪅㪏㪌㪇㪅㪉㪈 㪐 㪅㪊㪌㪉㪅㪇㪉 㪈 㪅㪏

㪋㪏㪅㪐

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪈 㪈 㪅㪇㪍 㪋 㪅㪇㪉 㪌 㪅㪇

㪌㪇㪅㪋

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪈 㪌 㪅㪎㪍 㪌 㪅㪐㪈 㪏 㪅㪋

㪋㪎㪅㪈

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪉 㪇 㪅㪋㪌 㪎 㪅㪉㪉 㪉 㪅㪋㪌㪊㪅㪌+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

19

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦6+((#0;㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪈 㪋 㪅㪋 䋦ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪍 㪈 㪅㪈

Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪌 㪅㪊㪉 㪋 㪅㪌㪋㪎㪅㪊㪍 㪈 㪅㪐㪊 㪉 㪅㪏㪉㪐㪅㪍㪎 㪅㪉㪍 㪇 㪅㪍㪊 㪉 㪅㪉㪉㪐㪅㪎㪌 㪅㪏㪍 㪊 㪅㪋㪊 㪇 㪅㪏

㪉㪐㪅㪇↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪊 㪅㪎㪍 㪏 㪅㪐

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀
Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀
Men:40’s㪉 㪎 㪅㪋

㪉㪏㪅㪋

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪌 㪅㪇
Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪌 㪊 㪅㪈㪊㪈㪅㪐㪋 㪈 㪅㪐㪉 㪊 㪅㪌㪍 㪇 㪅㪊㪈 㪍 㪅㪊

㪍㪋㪅㪈

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪈 㪅㪏㪍 㪎 㪅㪈㪈 㪈 㪅㪉㪍㪎㪅㪎㪉 㪋 㪅㪊㪍 㪋 㪅㪇㪈 㪈 㪅㪍

㪍㪏㪅㪋

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪉 㪎 㪅㪊㪌 㪉 㪅㪍㪉 㪇 㪅㪈㪍㪊㪅㪋㪉 㪈 㪅㪋

㪌㪈㪅㪎

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪈 㪐 㪅㪏㪌 㪏 㪅㪏

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

20

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦6+((#0;㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪋 㪅㪋 䋦

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪋 㪅㪉

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪋 㪅㪍㪍 㪈 㪅㪈㪉 㪋 㪅㪌㪍 㪌 㪅㪉㪌 㪏 㪅㪊㪉 㪇 㪅㪎㪋㪎㪅㪊㪋㪎㪅㪈㪉 㪎 㪅㪈㪋㪎㪅㪋㪉 㪐 㪅㪊

㪋㪍㪅㪈

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪈 㪇 㪅㪋㪍 㪇 㪅㪋

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪈 㪊 㪅㪌㪍 㪋 㪅㪌㪉 㪉 㪅㪈

㪋㪌㪅㪊

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪍 㪅㪌㪌 㪎 㪅㪋㪉 㪍 㪅㪈㪋㪐㪅㪎+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

21

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦&+14㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL
ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪎 㪅㪎 䋦㪍 㪎 㪅㪌

Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪈㪉 㪋 㪅㪏㪍 㪋 㪅㪇㪊㪈㪅㪉㪊 㪉 㪅㪐㪉㪇㪅㪊㪊 㪉 㪅㪉

㪉㪌㪅㪊

Men:20’s㪍 㪅㪎㪍 㪈 㪅㪈

↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪈 㪅㪉㪍 㪐 㪅㪏

↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀
Men:30’s㪉 㪐 㪅㪈

㪈㪐㪅㪈

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪍 㪋 㪅㪏㪉 㪅㪊㪊 㪉 㪅㪐

㪈㪏㪅㪉

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪇 㪅㪊㪉 㪅㪉㪉㪇㪅㪎㪊 㪎 㪅㪋㪈 㪉 㪅㪊㪎 㪈 㪅㪈㪋㪈㪅㪌㪈 㪍 㪅㪎

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪈 㪏 㪅㪉㪎 㪉 㪅㪋㪐 㪅㪋㪌㪇㪅㪇

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪈 㪇 㪅㪈㪎 㪍 㪅㪎㪈 㪊 㪅㪉

㪊㪎㪅㪐

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪇 㪅㪌㪎 㪊 㪅㪉㪈 㪍 㪅㪊

㪋㪊㪅㪋

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪈 㪈 㪅㪇㪍 㪈 㪅㪌㪉 㪎 㪅㪌㪊㪉㪅㪍+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

22

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦&+14㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪎 㪅㪎 䋦
Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪎 㪅㪏

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪎 㪅㪍㪍 㪎 㪅㪌㪎 㪇 㪅㪊㪉 㪋 㪅㪏㪉 㪈 㪅㪏㪊㪈㪅㪉㪉㪐㪅㪐㪍 㪌 㪅㪎㪉 㪍 㪅㪏㪊㪉㪅㪈㪍 㪏 㪅㪐㪉 㪍 㪅㪉

㪉㪐㪅㪍

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀 㪋 㪅㪐
Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪎 㪅㪎㪎 㪈 㪅㪍㪉 㪇 㪅㪍

㪉㪎㪅㪈

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪏 㪅㪊㪍 㪉 㪅㪌㪉 㪐 㪅㪉㪊㪍㪅㪇+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

23

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦%1#%*㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪏 㪅㪏 䋦㪍 㪍 㪅㪊

Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪌㪉 㪋 㪅㪐㪍 㪉 㪅㪐㪉㪎㪅㪌㪊 㪊 㪅㪍

㪈㪎㪅㪈

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀 㪋 㪅㪋㪍 㪍 㪅㪎㪉 㪏 㪅㪐㪉㪋㪅㪉㪍 㪍 㪅㪊㪉 㪐 㪅㪈

㪈㪍㪅㪋

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪋 㪅㪎
Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪍 㪌 㪅㪊㪈 㪅㪋㪊 㪊 㪅㪊

㪈㪎㪅㪍

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪊 㪅㪐
Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪌 㪊 㪅㪈㪈㪉㪅㪈㪋 㪊 㪅㪇㪈 㪋 㪅㪈㪍 㪐 㪅㪎㪊㪎㪅㪊㪈 㪍 㪅㪈

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪇 㪅㪍㪎 㪇 㪅㪇

㪐 㪅㪋

㪋㪍㪅㪉

㪎 㪅㪐

㪊㪌㪅㪈

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪈 㪌 㪅㪐㪎 㪍 㪅㪉

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪇 㪅㪌㪎 㪇 㪅㪊㪈 㪐 㪅㪈

㪊㪏㪅㪊

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪈 㪇 㪅㪋㪍 㪉 㪅㪈㪉 㪎 㪅㪌㪉㪎㪅㪇+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

24

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦%1#%*㧔㧕by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪏 㪅㪏 䋦㪍 㪍 㪅㪊

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪎 㪅㪊㪎 㪈 㪅㪎

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪐 㪅㪏ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪍 㪉 㪅㪏㪉 㪋 㪅㪐㪉 㪈 㪅㪇㪉㪎㪅㪌㪉㪐㪅㪋㪉 㪎 㪅㪋㪉㪍㪅㪉㪉 㪍 㪅㪏

㪉㪌㪅㪉

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀 㪋 㪅㪐㪍 㪏 㪅㪊

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪎 㪅㪇㪎 㪇 㪅㪌㪉 㪉 㪅㪌

㪉㪋㪅㪍

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪈 㪅㪐㪍 㪈 㪅㪈㪉 㪎 㪅㪈㪊㪈㪅㪉+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

25

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦.17+587+6610㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪇 㪅㪎 䋦㪍 㪊 㪅㪌

Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪌 㪅㪌㪉 㪌 㪅㪎㪍 㪉 㪅㪈㪊㪌㪅㪊㪊 㪉 㪅㪋

㪉㪎㪅㪇

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪍 㪅㪎㪍 㪊 㪅㪊㪊 㪇 㪅㪇㪊㪈㪅㪐㪎 㪅㪇㪍 㪋 㪅㪌㪉 㪏 㪅㪌㪉㪐㪅㪇㪊 㪇 㪅㪍

㪉㪉㪅㪊

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀
Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪊 㪅㪎㪍 㪌 㪅㪏

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪌 㪅㪇
Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪌 㪋 㪅㪉㪉㪌㪅㪐㪋 㪇 㪅㪏㪈 㪍 㪅㪇㪍 㪋 㪅㪐㪈 㪐 㪅㪈

㪋㪊㪅㪈

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪇 㪅㪇㪍 㪎 㪅㪍㪈 㪉 㪅㪋㪋㪊㪅㪈㪈 㪐 㪅㪇㪍 㪏 㪅㪊㪈 㪉 㪅㪎

㪋㪉㪅㪌

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪊 㪅㪋㪍 㪋 㪅㪍㪉 㪉 㪅㪇

㪋㪌㪅㪎

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪈 㪉 㪅㪈㪌 㪐 㪅㪊㪉 㪏 㪅㪍㪊㪐㪅㪊+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

26

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦.17+587+6610㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪇 㪅㪎 䋦㪍 㪊 㪅㪌㪉 㪌 㪅㪎

㪊㪌㪅㪊

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪇 㪅㪏㪍 㪌 㪅㪌㪉 㪊 㪅㪎

㪊㪋㪅㪏Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪇 㪅㪎㪍 㪉 㪅㪉㪉 㪎 㪅㪈㪊㪌㪅㪌㪉 㪏 㪅㪇

㪊㪎㪅㪋

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪏 㪅㪌㪍 㪊 㪅㪋

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪈 㪇 㪅㪌㪍 㪎 㪅㪍㪉 㪈 㪅㪐

㪊㪋㪅㪐

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪈 㪅㪌㪌 㪐 㪅㪇㪉 㪐 㪅㪌㪊㪌㪅㪉+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

27

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦&70*+..㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

Men

↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪐 㪅㪊㪋 㪅㪊 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪍 㪅㪌㪉 㪍 㪅㪋㪍 㪋 㪅㪈㪉 㪐 㪅㪊

㪉㪊㪅㪐㪊㪇㪅㪊

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀 㪊 㪅㪐㪌 㪌 㪅㪍㪋 㪇 㪅㪍

㪉㪉㪅㪇

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪋 㪅㪎㪍 㪏 㪅㪇㪉 㪎 㪅㪊

㪉㪈㪅㪐

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪌 㪅㪐㪍 㪐 㪅㪐㪉 㪋 㪅㪉㪊㪈㪅㪏㪉 㪍 㪅㪊㪋㪏㪅㪊㪉 㪊 㪅㪌

㪈㪎㪅㪏

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪈 㪈 㪅㪎㪉 㪅㪈㪍 㪉 㪅㪇㪎 㪋 㪅㪋

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪈 㪅㪏㪎 㪇 㪅㪇㪎㪅㪎㪉 㪏 㪅㪉

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪉 㪅㪈㪎 㪏 㪅㪊㪈 㪐 㪅㪍

㪈㪎㪅㪉

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪅㪋㪎 㪌 㪅㪍㪉 㪊 㪅㪇㪉㪈㪅㪈㪎 㪊 㪅㪈㪉 㪊 㪅㪍

㪉㪎㪅㪇

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀 㪊 㪅㪊

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

28

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦&70*+..㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪋 㪅㪊 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪍 㪐 㪅㪊㪎 㪈 㪅㪉㪌 㪅㪌

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀 㪊 㪅㪍㪉 㪍 㪅㪋㪉 㪊 㪅㪊㪉㪊㪅㪐㪉㪌㪅㪏㪍 㪏 㪅㪇㪉 㪏 㪅㪋㪉㪉㪅㪍㪎 㪈 㪅㪊㪉 㪎 㪅㪋

㪉㪋㪅㪊

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪈 㪅㪉

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀 㪊 㪅㪌㪎 㪊 㪅㪊㪉 㪊 㪅㪉

㪉㪈㪅㪊

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪍 㪅㪈㪍 㪋 㪅㪈㪉 㪐 㪅㪏㪉㪍㪅㪌+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

29

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦(4#0%-/7..'4㧔㧕by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕


6QVCN.KMGU+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

㪊 㪇 㪅㪋

㪋㪋㪅㪐

0QVG
䃂ಠ଀
TOTAL

㪈 㪍 㪅㪐 䋦ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men㪌 㪉 㪅㪎㪈 㪌 㪅㪉↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪋 㪐 㪅㪍㪊 㪌 㪅㪉㪋㪈㪅㪈㪊 㪊 㪅㪊

㪋㪌㪅㪈

Men:20’s㪈 㪎 㪅㪏

↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪋 㪏 㪅㪐

Men:30’s㪈 㪌 㪅㪎

↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪍 㪇 㪅㪌㪉 㪊 㪅㪏

㪋㪉㪅㪍

Men:40’s㪈 㪍 㪅㪐

↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪋 㪐 㪅㪏㪊 㪊 㪅㪊

㪋㪐㪅㪊

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀㪈 㪇 㪅㪈

Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪊 㪐 㪅㪎㪉㪌㪅㪇㪌 㪇 㪅㪊㪈 㪏 㪅㪌㪌 㪌 㪅㪐㪉 㪌 㪅㪍㪋㪏㪅㪍㪉 㪉 㪅㪐

㪌㪎㪅㪎

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪌 㪅㪊㪌 㪈 㪅㪏

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪉 㪇 㪅㪍㪍 㪌 㪅㪍㪈 㪊 㪅㪏

㪌㪈㪅㪎

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪉 㪇 㪅㪍㪌 㪍 㪅㪇㪉 㪊 㪅㪋

㪋㪋㪅㪍

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪎 㪅㪎㪋 㪐 㪅㪌㪋 㪉 㪅㪐㪊㪎㪅㪈+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

30

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦(4#0%-/7..'4㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF


6QVCN.KMGU䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

0QVG
䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪍 㪅㪐 䋦㪌 㪉 㪅㪎㪊 㪇 㪅㪋

㪋㪋㪅㪐

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪎 㪅㪎㪌 㪈 㪅㪏㪊 㪇 㪅㪌

㪋㪌㪅㪎Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪍 㪅㪊㪌 㪊 㪅㪊㪊 㪇 㪅㪊㪋㪋㪅㪋㪉 㪐 㪅㪊

㪋㪎㪅㪇

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪈 㪏 㪅㪐㪌 㪈 㪅㪏

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪈 㪏 㪅㪋㪌 㪎 㪅㪉㪉 㪋 㪅㪋

㪌㪊㪅㪎

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪋 㪅㪍㪋 㪎 㪅㪐㪊 㪎 㪅㪌㪊㪋㪅㪐+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

31

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦6#)*'7'4㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕


6QVCN.KMGU+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

㪊 㪉 㪅㪐

㪋㪍㪅㪏

0QVG
䃂ಠ଀
TOTAL

㪈 㪏 㪅㪍 䋦ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men㪋 㪏 㪅㪌㪉 㪍 㪅㪇↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪋 㪏 㪅㪊㪉 㪌 㪅㪎

㪌㪌㪅㪋

Men:20’s㪉 㪇 㪅㪍

↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪊 㪎 㪅㪉㪋 㪉 㪅㪉

㪋㪍㪅㪉

Men:30’s㪉 㪍 㪅㪎

↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪌 㪊 㪅㪌㪈 㪐 㪅㪏

㪌㪏㪅㪌

Men:40’s㪊 㪈 㪅㪌

↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪌 㪋 㪅㪏㪈 㪊 㪅㪎

㪍㪏㪅㪐

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪉 㪋 㪅㪇㪋 㪍 㪅㪋㪈 㪈 㪅㪉㪉 㪐 㪅㪍㪋 㪏 㪅㪎㪋㪇㪅㪌㪊㪏㪅㪎㪋 㪇 㪅㪈

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪍 㪅㪌㪊 㪈 㪅㪉㪉㪊㪅㪏㪍 㪉 㪅㪋

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪈 㪈 㪅㪈㪍 㪈 㪅㪋㪉 㪎 㪅㪌

㪋㪊㪅㪈

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪐 㪅㪍㪌 㪌 㪅㪌㪉 㪋 㪅㪐

㪋㪏㪅㪍

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪍 㪅㪇㪋 㪋 㪅㪇㪌 㪇 㪅㪇㪊㪉㪅㪍+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

32

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦6#)*'7'4㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF


6QVCN.KMGU䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

㪊 㪉 㪅㪐

㪋㪍㪅㪏

0QVG
䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪏 㪅㪍 䋦

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪐 㪅㪏

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪎 㪅㪏㪋 㪏 㪅㪌㪌 㪈 㪅㪊㪋 㪍 㪅㪍㪉 㪏 㪅㪏㪋㪏㪅㪍㪊 㪌 㪅㪎㪋㪌㪅㪍㪊 㪍 㪅㪍

㪋㪎㪅㪇

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪈 㪊 㪅㪋㪌 㪇 㪅㪇

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪉 㪈 㪅㪍㪌 㪊 㪅㪎㪉 㪋 㪅㪎

㪋㪏㪅㪍

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪍 㪅㪌㪋 㪉 㪅㪈㪋 㪈 㪅㪊㪋㪋㪅㪏+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

33

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦.10)+0'5㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪌 㪅㪊 䋦Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪌 㪈 㪅㪈㪍 㪅㪈㪋 㪊 㪅㪍㪌 㪊 㪅㪍㪉㪌㪅㪊㪋 㪇 㪅㪊

㪉㪍㪅㪏

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀 㪊 㪅㪊㪉 㪋 㪅㪋㪎 㪉 㪅㪉

㪍㪅㪍

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪌 㪅㪉㪋 㪎 㪅㪎㪋 㪎 㪅㪈

㪉㪈㪅㪐

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪍 㪅㪋㪎 㪈 㪅㪉㪉 㪉 㪅㪋㪊㪉㪅㪋㪍 㪎 㪅㪇㪉 㪊 㪅㪌

㪋㪊㪅㪈

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀

㪐 㪅㪌

Women
ᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪋 㪅㪋㪋 㪏 㪅㪎㪉㪊㪅㪐㪋 㪍 㪅㪐

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪈 㪅㪏 㪈 㪋 㪅㪈㪏㪅㪌㪏 㪋 㪅㪈

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀 㪊 㪅㪎㪋 㪎 㪅㪈㪉㪇㪅㪈㪋 㪐 㪅㪉

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀 㪋 㪅㪏㪍 㪊 㪅㪍㪊 㪈 㪅㪍

㪊㪊㪅㪎

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪎 㪅㪈㪍 㪌 㪅㪋㪉 㪎 㪅㪌㪊㪋㪅㪏+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

34

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦.10)+0'5㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪌 㪅㪊 䋦
Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪌 㪅㪏

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪋 㪅㪐㪌 㪈 㪅㪈㪌 㪊 㪅㪊㪋 㪐 㪅㪎㪋 㪊 㪅㪍㪉㪌㪅㪊㪋 㪇 㪅㪏㪉㪌㪅㪊㪋 㪌 㪅㪋

㪉㪌㪅㪊

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀 㪋 㪅㪊㪌 㪋 㪅㪊㪋 㪈 㪅㪌㪉㪏㪅㪎㪌 㪉 㪅㪐㪋 㪈 㪅㪎

㪉㪊㪅㪈

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀 㪌 㪅㪊
Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪌 㪅㪋㪋 㪏 㪅㪉㪋 㪍 㪅㪊㪉㪍㪅㪐+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

35

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦%*12#4&㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪌 㪅㪎 䋦㪊 㪋 㪅㪉

Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪇 㪅㪈㪉 㪋 㪅㪈㪈 㪅㪈㪉㪇㪅㪍㪎 㪋 㪅㪏

㪍㪅㪐

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪈 㪅㪈㪈 㪌 㪅㪇㪏 㪊 㪅㪐

㪏㪅㪏

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪇 㪅㪍㪉 㪊 㪅㪏㪎 㪌 㪅㪍

㪍㪅㪇

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪊 㪉 㪅㪋㪈 㪅㪏㪍 㪌 㪅㪏

㪏㪅㪈

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪇 㪅㪍
Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪉 㪊 㪅㪌㪌㪅㪉㪎 㪍 㪅㪇㪈 㪇 㪅㪊㪋 㪋 㪅㪊㪊㪊㪅㪍㪋 㪌 㪅㪌

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪈 㪈 㪅㪏㪊 㪌 㪅㪊㪉㪐㪅㪉㪌 㪉 㪅㪐

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪎 㪅㪐㪌 㪈 㪅㪐㪋 㪇 㪅㪉

㪊㪌㪅㪍

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪉 㪅㪇㪌 㪉 㪅㪉㪊 㪌 㪅㪐

㪊㪋㪅㪊

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪐 㪅㪊㪊 㪌 㪅㪎㪌 㪋 㪅㪐㪊㪋㪅㪏+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

36

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦%*12#4&㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪌 㪅㪎 䋦
Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪌 㪅㪏

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪌 㪅㪍㪊 㪋 㪅㪉㪍 㪇 㪅㪈㪉㪇㪅㪍㪊 㪍 㪅㪌㪌 㪎 㪅㪎㪉㪉㪅㪋㪊 㪉 㪅㪎㪍 㪈 㪅㪏

㪈㪐㪅㪋

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪍 㪅㪈㪋 㪋 㪅㪌㪋 㪐 㪅㪋

㪉㪊㪅㪌

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪍 㪅㪇㪊 㪍 㪅㪋㪌 㪎 㪅㪍

㪉㪈㪅㪌

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪌 㪅㪈㪉 㪐 㪅㪇㪍 㪌 㪅㪐㪈㪏㪅㪐+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

37

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦2+#)'6㧔㧕by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪊 㪉 㪅㪐㪌 㪅㪈 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪈㪍 㪉 㪅㪇㪉 㪏 㪅㪋㪉㪉㪅㪈㪍 㪏 㪅㪌

㪈㪌㪅㪈

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪉 㪅㪉㪈 㪈 㪅㪈㪏 㪍 㪅㪎

㪈㪈㪅㪇

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪈 㪅㪎㪉 㪉 㪅㪎㪎 㪌 㪅㪍

㪈㪈㪅㪌

Men:40’s㪊 㪎 㪅㪇

↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪋 㪅㪈㪌 㪏 㪅㪐

㪈㪏㪅㪐

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪊 㪅㪐
Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪋 㪇 㪅㪏㪊 㪎 㪅㪌㪎 㪅㪈㪌 㪌 㪅㪊㪈㪐㪅㪇㪌 㪌 㪅㪌

㪉㪏㪅㪎

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪅㪐㪉 㪇 㪅㪍㪈㪎㪅㪎㪎 㪍 㪅㪌

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀 㪊 㪅㪉㪋 㪊 㪅㪐㪊㪈㪅㪇㪌 㪉 㪅㪐

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪉 㪅㪋㪋 㪋 㪅㪇㪋 㪊 㪅㪌

㪊㪇㪅㪐

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪏 㪅㪏㪊 㪐 㪅㪇㪌 㪉 㪅㪉㪊㪍㪅㪇+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

38

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦2+#)'6㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪌 㪅㪈 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪊 㪉 㪅㪐㪎 㪅㪉

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀 㪊 㪅㪎㪍 㪉 㪅㪇㪊 㪌 㪅㪉㪉㪉㪅㪈㪌 㪎 㪅㪎㪊 㪈 㪅㪋㪍 㪋 㪅㪐

㪉㪌㪅㪊㪈㪐㪅㪐

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪍 㪅㪈㪋 㪊 㪅㪐㪌 㪇 㪅㪇

㪊㪇㪅㪋

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪌 㪅㪐㪊 㪌 㪅㪌㪌 㪏 㪅㪍

㪉㪈㪅㪌

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪊 㪅㪏㪉 㪎 㪅㪈㪍 㪐 㪅㪈㪉㪇㪅㪍+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

39

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$4'+6.+0)㧔㧕by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀
Men

㪈㪊㪅㪎
㪌 㪐 㪅㪈㪉 㪎 㪅㪎㪈 㪊 㪅㪉↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪍 㪐 㪅㪌㪉 㪉 㪅㪈㪏 㪅㪌 䋦

㪈㪎㪅㪏

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪎 㪈 㪅㪈㪈 㪏 㪅㪊㪈 㪇 㪅㪍

㪈㪎㪅㪍

Men:30’s㪌 㪊 㪅㪌㪊 㪉 㪅㪇㪈 㪋 㪅㪌

↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪈㪌㪅㪏

Men:40’s㪋 㪎 㪅㪇㪊 㪎 㪅㪇㪈 㪍 㪅㪇

↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪉㪋㪅㪊

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪅㪋㪍 㪎 㪅㪇㪉 㪈 㪅㪏㪈 㪈 㪅㪉

Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪎㪎 㪐 㪅㪐㪈 㪍 㪅㪋㪐㪅㪐㪏 㪌 㪅㪐㪈 㪈 㪅㪏

㪈㪉㪅㪐㪋㪅㪍

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀 㪌 㪅㪊㪉 㪊 㪅㪏㪎 㪇 㪅㪐

㪈㪍㪅㪈

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪐 㪅㪈㪌 㪅㪎㪎 㪌 㪅㪈

㪈㪇㪅㪊

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀

㪈 㪅㪈

㪐 㪅㪐

㪏 㪐 㪅㪇

㪋㪅㪌

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

40

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$4'+6.+0)㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪏 㪅㪌 䋦㪉 㪉 㪅㪈㪍 㪐 㪅㪌

㪈㪊㪅㪎

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪎 㪅㪉㪉 㪉 㪅㪏㪎 㪇 㪅㪇

㪈㪉㪅㪐Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪐 㪅㪊㪍 㪐 㪅㪈

㪈㪋㪅㪊ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪉 㪈 㪅㪍

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪏 㪅㪌㪊 㪋 㪅㪈㪌 㪎 㪅㪊

㪈㪊㪅㪐

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪈 㪈 㪅㪈㪉 㪌 㪅㪊㪍 㪊 㪅㪍

㪈㪏㪅㪉

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪌 㪅㪋㪈 㪌 㪅㪉㪎 㪐 㪅㪊

㪏㪅㪏

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

41

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦#7&'/#452+)7'6㧔㧕by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

Men

↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪉 㪋 㪅㪏㪌 㪅㪇 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪍 㪅㪌㪎 㪇 㪅㪉㪉 㪍 㪅㪌㪈㪈㪅㪎㪍 㪍 㪅㪐

㪈㪋㪅㪌

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀 㪊 㪅㪊㪈 㪊 㪅㪐㪏 㪉 㪅㪏

㪎㪅㪎

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪋 㪅㪎㪉 㪋 㪅㪋㪎 㪇 㪅㪐

㪈㪋㪅㪏

Men:40’s㪐 㪅㪈㪊 㪊 㪅㪊㪌 㪎 㪅㪌㪈㪋㪅㪐㪏 㪅㪋㪊 㪊 㪅㪇㪌 㪏 㪅㪎

㪈㪐㪅㪇↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀
Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪌
Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪉 㪊 㪅㪈㪈 㪅㪏㪎 㪊 㪅㪌㪌㪅㪋㪏 㪌 㪅㪊㪈 㪉 㪅㪐

㪐㪅㪇

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀 㪋 㪅㪉㪉 㪋 㪅㪊㪎 㪈 㪅㪋

㪏㪅㪇

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪉 㪅㪐㪉 㪏 㪅㪎㪍 㪏 㪅㪋㪈㪇㪅㪊㪉 㪋 㪅㪎㪎 㪇 㪅㪊

㪈㪊㪅㪌

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀 㪋 㪅㪐

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

42

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦#7&'/#452+)7'6㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪌 㪅㪇 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪌 㪅㪎

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪋 㪅㪍㪉 㪋 㪅㪏㪎 㪇 㪅㪉㪈㪈㪅㪎㪉 㪍 㪅㪇㪍 㪏 㪅㪊㪈㪊㪅㪊㪉 㪋 㪅㪇㪎 㪈 㪅㪋

㪈㪇㪅㪌

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪍 㪅㪎㪊 㪎 㪅㪏㪌 㪌 㪅㪌

㪈㪊㪅㪐

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀 㪌 㪅㪌㪉 㪏 㪅㪈㪍 㪍 㪅㪋

㪈㪊㪅㪍

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪋 㪅㪇㪈 㪎 㪅㪍㪎 㪏 㪅㪋

㪐㪅㪈

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

43

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$4')7'6㧔㧕by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪊 㪅㪍 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪉 㪊 㪅㪍Men㪎 㪉 㪅㪏㪉 㪏 㪅㪌↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪋 㪅㪈㪈㪈㪅㪊㪍 㪎 㪅㪊

㪈㪋㪅㪈

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪉 㪅㪉㪉 㪈 㪅㪎㪎 㪍 㪅㪈

㪈㪈㪅㪇

Men:30’s㪊 㪇 㪅㪏

↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪊 㪅㪌㪍 㪌 㪅㪎

㪈㪏㪅㪇

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪊 㪊 㪅㪏㪍 㪅㪏㪌 㪐 㪅㪋

㪈㪋㪅㪐

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪊 㪅㪋㪉 㪍 㪅㪏

Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪈㪍 㪐 㪅㪏㪈 㪏 㪅㪎㪎 㪏 㪅㪊

㪐㪅㪌㪏㪅㪍

Women:20’s㪉 㪅㪐 㪈 㪉 㪅㪐ᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㪏 㪋 㪅㪈

㪊㪅㪈

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀 㪊 㪅㪉㪈 㪏 㪅㪌㪎 㪏 㪅㪊

㪈㪊㪅㪉

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀 㪋 㪅㪊㪉 㪊 㪅㪋㪎 㪉 㪅㪉

㪈㪉㪅㪇

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪈 㪅㪍㪈 㪏 㪅㪎㪎 㪐 㪅㪎

㪈㪅㪈

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

44

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$4')7'6㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪊 㪅㪍 䋦㪉 㪊 㪅㪍㪎 㪉 㪅㪏

㪈㪈㪅㪊

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀 㪊 㪅㪇㪉 㪌 㪅㪏㪎 㪈 㪅㪉

㪈㪈㪅㪏Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀 㪋 㪅㪇㪉 㪉 㪅㪈

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪎 㪊 㪅㪐

㪈㪈㪅㪇

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀 㪋 㪅㪊㪊 㪌 㪅㪋㪍 㪇 㪅㪋

㪈㪍㪅㪌

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀 㪋 㪅㪍㪉 㪌 㪅㪏㪍 㪐 㪅㪌

㪈㪊㪅㪏

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪉 㪅㪉㪈 㪎 㪅㪐㪎 㪐 㪅㪏

㪎㪅㪋

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

45

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦+9%㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL
ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪍 㪅㪏 䋦Men

㪈 㪈 㪅㪈↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪎 㪋 㪅㪊㪈 㪏 㪅㪐㪈㪍㪅㪊㪍 㪌 㪅㪈㪉 㪊 㪅㪐

㪉㪇㪅㪍

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪏 㪅㪐㪈 㪏 㪅㪐㪎 㪉 㪅㪉

㪈㪋㪅㪊

Men:30’s㪈 㪉 㪅㪏

↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪉 㪍 㪅㪉㪍 㪈 㪅㪇

㪉㪊㪅㪇

Men:40’s㪈 㪊 㪅㪉

↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪌 㪍 㪅㪉㪊 㪇 㪅㪍

㪉㪉㪅㪊

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀
Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪏 㪅㪐㪎 㪉 㪅㪍㪈 㪏 㪅㪋㪈㪐㪅㪏㪉 㪅㪌 㪈 㪊 㪅㪐㪏 㪊 㪅㪍㪈㪉㪅㪈㪉 㪅㪐 㪈 㪊 㪅㪌㪏 㪊 㪅㪌㪋㪅㪍㪉 㪅㪍㪈 㪏 㪅㪇㪎 㪐 㪅㪋㪈㪏㪅㪋㪈 㪋 㪅㪏㪏 㪈 㪅㪏

㪈㪉㪅㪇

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀 㪊 㪅㪊
Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㪈 㪅㪈 㪏 㪅㪏㪐 㪇 㪅㪈㪈㪈㪅㪉+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

46

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦+9%㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪍 㪅㪏 䋦㪈 㪏 㪅㪐㪎 㪋 㪅㪊

㪈㪍㪅㪊

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪎 㪅㪇㪈 㪐 㪅㪏㪎 㪊 㪅㪉

㪈㪐㪅㪌Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪍 㪅㪎㪈 㪏 㪅㪉㪎 㪌 㪅㪈

㪈㪋㪅㪉

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪏 㪅㪌㪉 㪍 㪅㪏㪍 㪋 㪅㪍

㪈㪎㪅㪋

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪐 㪅㪋㪉 㪇 㪅㪌㪎 㪇 㪅㪈

㪉㪈㪅㪌

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪊 㪅㪋㪈 㪋 㪅㪐㪏 㪈 㪅㪎㪈㪇㪅㪊+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

47

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦2#6'-2*+.+22'㧔㧕by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪋 㪅㪌 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪈 㪏 㪅㪌㪌 㪅㪐㪈 㪏 㪅㪐㪎 㪎 㪅㪈㪈㪋㪅㪉㪎 㪌 㪅㪉

㪈㪍㪅㪇

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪉 㪅㪉㪈 㪇 㪅㪇㪏 㪎 㪅㪏

㪎㪅㪎

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪈 㪎 㪅㪋㪌 㪅㪏㪎 㪍 㪅㪎

㪈㪎㪅㪌

Men:40’s㪏 㪅㪎㪉 㪈 㪅㪇㪍 㪅㪈㪉 㪍 㪅㪏

↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪎 㪇 㪅㪊

㪈㪍㪅㪐

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪈
Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀

㪉 㪅㪋
㪉 㪅㪍

㪍 㪎 㪅㪇㪈 㪏 㪅㪇㪎 㪏 㪅㪐㪈 㪇 㪅㪍㪏 㪎 㪅㪈㪉 㪇 㪅㪍

㪈㪐㪅㪇
㪈㪉㪅㪌
㪍㪅㪐

㪎 㪍 㪅㪎

㪈㪉㪅㪈

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀 㪊 㪅㪊㪉 㪊 㪅㪇㪎 㪊 㪅㪎

㪈㪌㪅㪋

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀 㪊 㪅㪏㪈 㪍 㪅㪌㪎 㪐 㪅㪎㪈㪌㪅㪎+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

48

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦2#6'-2*+.+22'㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪋 㪅㪌 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪋 㪅㪎

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀 㪋 㪅㪊㪈 㪏 㪅㪌㪎 㪎 㪅㪈㪈㪋㪅㪉㪉 㪇 㪅㪉㪎 㪌 㪅㪉㪈㪏㪅㪍㪈 㪎 㪅㪊㪎 㪏 㪅㪊

㪈㪈㪅㪊

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㪐 㪅㪈㪊 㪇 㪅㪌㪍 㪇 㪅㪋

㪉㪈㪅㪎

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀 㪌 㪅㪍㪈 㪐 㪅㪐㪎 㪋 㪅㪋

㪈㪍㪅㪊

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪅㪐㪈 㪊 㪅㪍㪏 㪋 㪅㪌㪈㪇㪅㪈+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

49

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦14+5㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪉 㪅㪍 䋦 㪈 㪎 㪅㪎Men

㪎 㪐 㪅㪎㪉 㪊 㪅㪈↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪍㪐㪅㪉㪎 㪊 㪅㪊

㪈㪈㪅㪉

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪈 㪅㪈㪈 㪌 㪅㪍㪏 㪊 㪅㪊

㪎㪅㪎

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪊 㪅㪌㪉 㪌 㪅㪍㪎 㪇 㪅㪐

㪈㪊㪅㪈

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪌 㪅㪌㪊 㪉 㪅㪇㪍 㪉 㪅㪍

㪈㪈㪅㪌

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪊 㪅㪐
Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀
Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪎 㪅㪊㪎 㪏 㪅㪏㪈㪇㪅㪊㪈 㪅㪍㪈 㪉 㪅㪊㪏 㪍 㪅㪈

㪎㪅㪋

㪈 㪅㪏

㪐 㪅㪋

㪏 㪏 㪅㪏

㪍㪅㪉㪉 㪅㪈 㪈 㪉 㪅㪎㪉 㪅㪋㪏 㪌 㪅㪉㪈 㪌 㪅㪏㪏 㪈 㪅㪏

㪈㪇㪅㪊㪍㪅㪐

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㵪 㪈 㪇 㪅㪋㪏 㪐 㪅㪍

㪋㪅㪌

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

50

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦14+5㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪉 㪅㪍 䋦 㪈 㪎 㪅㪎㪎 㪐 㪅㪎㪐㪅㪉㪉 㪅㪇㪏 㪈 㪅㪉㪈㪈㪅㪈㪎 㪏 㪅㪏㪏㪅㪇㪈 㪍 㪅㪏

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀 㪊 㪅㪇㪈 㪏 㪅㪉

Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀 㪇 㪅㪍㪉 㪌 㪅㪍㪎 㪊 㪅㪏㪈㪉㪅㪉㪈 㪐 㪅㪏㪎 㪌 㪅㪏

㪈㪇㪅㪊

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀 㪋 㪅㪋
Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪅㪈㪈 㪊 㪅㪈㪏 㪌 㪅㪎

㪎㪅㪋

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

51

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦2#0'4#+㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪊 㪅㪌 䋦 㪈 㪍 㪅㪎ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪌 㪅㪉㪎 㪐 㪅㪐㪈 㪏 㪅㪌㪏㪅㪐㪎 㪍 㪅㪊

㪈㪈㪅㪉

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀 㪌 㪅㪇㪈 㪊 㪅㪊㪏 㪈 㪅㪎

㪐㪅㪐

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪍 㪅㪋㪉 㪉 㪅㪈㪎 㪈 㪅㪌㪈㪌㪅㪏㪍 㪅㪋㪉 㪋 㪅㪉㪍 㪐 㪅㪋

㪈㪈㪅㪌

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀
Men:50 and above㪉 㪅㪏 㪈 㪊 㪅㪋↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪏 㪊 㪅㪏㪋㪅㪊㪈 㪋 㪅㪏㪏 㪊 㪅㪌

㪍㪅㪎㪉 㪅㪋 㪈 㪊 㪅㪌㪏 㪋 㪅㪈㪍㪅㪐㪈 㪅㪎

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀 㪊 㪅㪎
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪅㪇㪉 㪉 㪅㪉㪎 㪋 㪅㪈㪈 㪌 㪅㪊㪏 㪊 㪅㪎

㪏㪅㪍㪍㪅㪊

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㵪 㪎 㪅㪎㪐 㪉 㪅㪊

㪊㪅㪋

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

52

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦2#0'4#+㧔㧕by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

㪊 㪅㪌 䋦

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀 㪊 㪅㪏
Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀 㪊 㪅㪉㪈 㪍 㪅㪎㪎 㪐 㪅㪐㪈 㪊 㪅㪎㪏㪅㪐㪏 㪉 㪅㪌㪈 㪏 㪅㪎㪈㪇㪅㪇㪎 㪏 㪅㪈

㪏㪅㪈Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀 㪌 㪅㪌㪉 㪍 㪅㪏㪍 㪎 㪅㪎

㪈㪇㪅㪋

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪌 㪅㪐㪈 㪐 㪅㪌㪎 㪋 㪅㪍

㪈㪈㪅㪇

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪇 㪅㪉 㪈 㪇 㪅㪎㪏 㪐 㪅㪈

㪍㪅㪈

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

53

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦<'0+6*㧔㧕by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪅㪎 䋦 㪈 㪎 㪅㪊

Men

㪉 㪅㪏

↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪏 㪇 㪅㪐㪏㪅㪊㪎 㪋 㪅㪌㪉 㪉 㪅㪎

㪈㪈㪅㪉

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪈 㪅㪎㪏 㪋 㪅㪋㪈 㪊 㪅㪐

㪈㪉㪅㪈

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪌 㪅㪉㪎 㪉 㪅㪈㪉 㪉 㪅㪎

㪈㪌㪅㪊

Men:40’s㪉 㪐 㪅㪉

↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪊 㪅㪉
Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪈 㪅㪈㪍 㪎 㪅㪍㪉 㪊 㪅㪌㪎 㪌 㪅㪋㪇 㪅㪎 㪈 㪉 㪅㪇㪏 㪎 㪅㪊

㪈㪈㪅㪌
㪊㪅㪋
㪌㪅㪍

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㵪㪋 㪅㪎
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㪋㪅㪍㪐 㪌 㪅㪊㪈 㪅㪍 㪈 㪊 㪅㪉㪏 㪌 㪅㪉

㪍㪅㪊

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀 㪇 㪅㪌㪏 㪇 㪅㪐㪈 㪏 㪅㪎

㪍㪅㪐

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀 㪇 㪅㪌 㪐 㪅㪐㪏 㪐 㪅㪍

㪊㪅㪋

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

54

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦<'0+6*㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪅㪎 䋦 㪈 㪎 㪅㪊

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪅㪎

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪅㪏㪏 㪇 㪅㪐㪏㪅㪊㪈 㪎 㪅㪇㪏 㪈 㪅㪊㪈㪇㪅㪋㪈 㪎 㪅㪍㪏 㪇 㪅㪎

㪍㪅㪐Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀 㪊 㪅㪇
Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪉 㪅㪎㪉 㪌 㪅㪇㪎 㪉 㪅㪇㪉 㪇 㪅㪈㪎 㪎 㪅㪉

㪏㪅㪎㪈㪉㪅㪇

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪇 㪅㪊 㪈 㪉 㪅㪉㪏 㪎 㪅㪌

㪋㪅㪉

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

55

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$#7/'/'4%+'4㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀
Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪈 㪅㪎 䋦 㪈 㪌 㪅㪈㪏 㪊 㪅㪈㪌㪅㪊㪈 㪅㪐㪏 㪉 㪅㪇㪌㪅㪇㪈 㪍 㪅㪈㪈 㪅㪎 㪏 㪅㪐㪏 㪐 㪅㪋

㪍㪅㪍

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪈 㪅㪉
Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀
Men:50 and above㪈 㪌 㪅㪈㪉 㪅㪊↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀

㪉 㪅㪉

Women
ᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪈 㪅㪍㪏 㪊 㪅㪎㪉 㪈 㪅㪇㪎 㪍 㪅㪎㪈 㪏 㪅㪋㪎 㪐 㪅㪊㪈 㪋 㪅㪈㪏 㪋 㪅㪊

㪌㪅㪌
㪋㪅㪈
㪋㪅㪊
㪌㪅㪍

Women:20’s

㪇 㪅㪍
㪏 㪅㪏
ᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪊㪅㪈㪐 㪇 㪅㪍㪈 㪅㪍㪈 㪌 㪅㪊㪏 㪊 㪅㪈㪍㪅㪐㪈 㪅㪋㪈 㪍 㪅㪊㪏 㪉 㪅㪊㪍㪅㪊㪉 㪅㪎㪈 㪌 㪅㪋㪏 㪈 㪅㪐

㪌㪅㪍

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

56

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$#7/'/'4%+'4㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪅㪎 䋦

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪉 㪅㪇

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪅㪍Hand-wound㪇 㪅㪍ᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪉 㪅㪉㪈 㪌 㪅㪈㪏 㪊 㪅㪈㪌㪅㪊㪈 㪍 㪅㪉㪏 㪈 㪅㪏㪍㪅㪏㪈 㪋 㪅㪋㪏 㪋 㪅㪇㪋㪅㪋㪉 㪍 㪅㪏㪎 㪉 㪅㪍㪈 㪌 㪅㪐㪏 㪈 㪅㪐

㪎㪅㪏㪌㪅㪋

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪅㪋㪏 㪎 㪅㪊㪈 㪈 㪅㪉

㪋㪅㪍

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

57

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦,#')'4.'%17.64'㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

0QVG+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇
6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪉 㪅㪊 䋦

Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪊 㪅㪉㪈 㪋 㪅㪈㪏 㪊 㪅㪌㪏㪅㪋㪏 㪇 㪅㪐㪈 㪌 㪅㪐

㪈㪇㪅㪋

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪉 㪅㪉 㪏 㪅㪊㪏 㪐 㪅㪋

㪌㪅㪌

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪌 㪅㪉㪈 㪋 㪅㪇㪏 㪇 㪅㪏

㪈㪇㪅㪋

Men:40’s㪉 㪈 㪅㪐

↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪊 㪅㪉
Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀㪉 㪅㪉㪎 㪋 㪅㪐㪈 㪎 㪅㪐㪎 㪐 㪅㪐㪈 㪅㪌 㪈 㪉 㪅㪋㪏 㪍 㪅㪈

㪈㪉㪅㪉
㪈㪉㪅㪈
㪍㪅㪌

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀 㪈 㪅㪉 㪏 㪅㪏
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪅㪍㪐 㪇 㪅㪇㪋㪅㪍㪈 㪋 㪅㪊㪏 㪋 㪅㪈

㪏㪅㪍㪉 㪅㪋 㪈 㪊 㪅㪐㪏 㪊 㪅㪎

㪌㪅㪎

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀 㪇 㪅㪌 㪈 㪉 㪅㪈㪏 㪎 㪅㪋

㪍㪅㪎

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

58

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦,#')'4.'%17.64'㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪉 㪅㪊 䋦

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪅㪎

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪉 㪅㪏㪈 㪋 㪅㪈㪏 㪊 㪅㪌㪏㪅㪋㪈 㪍 㪅㪊㪏 㪉 㪅㪇㪈㪇㪅㪇㪈 㪉 㪅㪎㪏 㪋 㪅㪍

㪎㪅㪋Hand-wound㪉 㪊 㪅㪉

ᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀 㪊 㪅㪇㪎 㪊 㪅㪏

㪈㪈㪅㪊

Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀 㪊 㪅㪉㪈 㪌 㪅㪎㪏 㪈 㪅㪇

㪈㪇㪅㪐

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪅㪈㪏 㪏 㪅㪐㪐 㪅㪐㪌㪅㪈+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

59

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$.#0%2#+0㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL
ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪈 㪅㪇 䋦 㪈 㪊 㪅㪐Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪈 㪅㪎㪏 㪌 㪅㪈㪈 㪎 㪅㪈㪋㪅㪐㪏 㪈 㪅㪉

㪍㪅㪊

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㵪 㪈 㪇 㪅㪇
Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀
Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀
Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀㪉 㪅㪊㪐 㪇 㪅㪇㪈 㪍 㪅㪐㪉 㪅㪊㪏 㪇 㪅㪏㪉 㪈 㪅㪐㪉 㪅㪉

Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪇 㪅㪊㪍㪅㪍㪎 㪌 㪅㪏㪈 㪏 㪅㪋㪎 㪐 㪅㪊㪏 㪐 㪅㪈㪈 㪇 㪅㪎

㪎㪅㪎
㪏㪅㪈
㪈㪅㪎
㪊㪅㪌

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀 㪇 㪅㪍 㪎 㪅㪈㪐 㪉 㪅㪋㪉㪅㪊㪏 㪐 㪅㪐

㪉㪅㪐

Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㵪 㪈 㪇 㪅㪈
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀 㪇 㪅㪌 㪈 㪉 㪅㪋㪏 㪎 㪅㪈㪋㪅㪍㪏 㪎 㪅㪋

㪋㪅㪌

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㵪㪈 㪉 㪅㪍

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

60

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦$.#0%2#+0㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀
Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪈 㪅㪇 䋦 㪈 㪊 㪅㪐㪏 㪌 㪅㪈㪋㪅㪐㪇 㪅㪏㪈 㪌 㪅㪌㪏 㪊 㪅㪎

㪍㪅㪊㪈 㪅㪈 㪈 㪉 㪅㪏㪏 㪍 㪅㪈

㪊㪅㪐

㪈 㪅㪉

㪈 㪅㪊

㪉 㪌 㪅㪍㪎 㪊 㪅㪉㪈 㪊 㪅㪐㪏 㪋 㪅㪏

㪍㪅㪈㪍㪅㪏

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪇 㪅㪍 㪈 㪇 㪅㪎㪏 㪏 㪅㪍

㪉㪅㪌

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

61

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦)+4#4&2'44')#7:㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL
㪈 㪅㪊 䋦 㪈 㪈 㪅㪈ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪏 㪎 㪅㪌㪉 㪅㪋 㪈 㪊 㪅㪐㪌㪅㪉㪏 㪊 㪅㪎

㪍㪅㪌

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪈 㪅㪈

Men:30’s㪉 㪅㪐↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀㪐 㪉 㪅㪉㪍 㪅㪎㪈 㪎 㪅㪋㪋㪅㪋㪎 㪐 㪅㪎㪏㪅㪉㪎 㪎 㪅㪉

㪏㪅㪏

Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀 㪋 㪅㪈
Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀㪈 㪏 㪅㪎㪈 㪅㪈 㪈 㪈 㪅㪎㪏 㪎 㪅㪉

Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪇 㪅㪊 㪏 㪅㪋㪉㪅㪍㪐 㪈 㪅㪊㪋㪅㪇㪐 㪉 㪅㪐

㪉㪅㪊

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀㵪 㪎 㪅㪈
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀 㪇 㪅㪌 㪈 㪈 㪅㪈㪏 㪏 㪅㪋㪌㪅㪉㪏 㪐 㪅㪇

㪊㪅㪋

Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㵪 㪈 㪈 㪅㪇
Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀 㪇 㪅㪌㪐 㪌 㪅㪍㪊 㪅㪏㪌㪅㪍+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

62

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦)+4#4&2'44')#7:㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪅㪊 䋦

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪅㪏

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪅㪇Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪏 㪎 㪅㪌㪌㪅㪉㪐 㪅㪏㪏 㪏 㪅㪊㪍㪅㪍㪈 㪉 㪅㪇㪏 㪎 㪅㪇㪋㪅㪋㪈 㪈 㪅㪈㪈 㪅㪏㪉 㪅㪈㪉 㪈 㪅㪊㪎 㪍 㪅㪏㪈 㪉 㪅㪉㪏 㪌 㪅㪎

㪈㪇㪅㪋㪍㪅㪉

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪇 㪅㪊㪐 㪉 㪅㪌㪎 㪅㪉㪉㪅㪐+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

63

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦8#%*'410%1056#06+0㧔㧕by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪅㪍 䋦 㪈 㪇 㪅㪏Men

㪏 㪎 㪅㪍㪉 㪅㪏 㪈 㪊 㪅㪐↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪏㪅㪋㪏 㪊 㪅㪊

㪐㪅㪌

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀㪈 㪅㪎㪐 㪉 㪅㪉

㪍 㪅㪈㪌㪅㪌

Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀 㪊 㪅㪌
Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀㪈 㪉 㪅㪏㪉 㪅㪊㪏 㪊 㪅㪎㪉 㪈 㪅㪐㪎 㪌 㪅㪏

㪈㪇㪅㪋㪈㪇㪅㪏

Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀 㪊 㪅㪐㪈 㪉 㪅㪏㪏 㪊 㪅㪉

Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪇 㪅㪋 㪎 㪅㪎㪐㪅㪌㪐 㪈 㪅㪐㪎㪅㪋㪐 㪋 㪅㪈㪊㪅㪏㪐 㪈 㪅㪌

㪏㪅㪇

Women:20’sᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀 㪇 㪅㪍㪌 㪅㪊
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㵪 㪏 㪅㪌
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㪈 㪅㪇㪈 㪈 㪅㪇㪏 㪏 㪅㪇

㪐㪅㪈

Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㵪 㪌 㪅㪌㪐 㪋 㪅㪌

㪎㪅㪐

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

64

Wristwatch Consumer Awareness Survey 2010 / Favorite brands
㧦8#%*'410%1056#06+0㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀㪈 㪅㪍 䋦

Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀㪈 㪅㪏

Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪈 㪅㪋Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀
Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀㪈 㪇 㪅㪏㪏 㪎 㪅㪍㪏㪅㪋㪈 㪈 㪅㪉㪏 㪎 㪅㪇㪈㪇㪅㪋㪈 㪇 㪅㪍㪏 㪏 㪅㪇

㪎㪅㪈

㪉 㪅㪋

㪈 㪅㪏

㪉 㪇 㪅㪈㪎 㪎 㪅㪋㪈 㪉 㪅㪈㪏 㪍 㪅㪈㪈 㪅㪈㪐 㪉 㪅㪇

㪍 㪅㪐

㪈㪊㪅㪇

㪈㪇㪅㪎

㪋㪅㪏

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

65

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦(4'&'4+37'%1056#06㧔㧕 by gender/age
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕
+NKMGKV+FQPQVNKMGKV+FQPQVMPQYVJKUDTCPFᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL
ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀 㪇 㪅㪏 䋦 㪈 㪈 㪅㪌Men↵ᕈ 㩿㫅㪔 㪎㪌㪇㪀㪈 㪅㪌 㪈 㪊 㪅㪉㪏 㪎 㪅㪎㪍㪅㪏㪏 㪌 㪅㪊

㪎㪅㪏

Men:20’s↵ᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪏㪇㪀
Men:30’s↵ᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪎㪉㪀
Men:40’s↵ᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪈㪐㪀
Men:50 and above↵ᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪎㪐㪀㪈 㪅㪈 㪏 㪅㪊㪐 㪇 㪅㪍㪋㪅㪋㪈 㪅㪎㪈 㪌 㪅㪈㪏 㪊 㪅㪈㪈㪇㪅㪐㪈 㪅㪋㪈 㪎 㪅㪏㪏 㪇 㪅㪏㪐㪅㪌㪈 㪅㪎㪈 㪇 㪅㪍㪏 㪎 㪅㪎㪊㪅㪋㪐 㪅㪎㪐 㪇 㪅㪈

㪌㪅㪏ᅚᕈ䇭䋲䋰ઍ 㩿㫅㪔 㪈㪎㪇㪀 㪇 㪅㪍 㪏 㪅㪉㪐 㪈 㪅㪉㪋㪅㪍㪈 㪈 㪅㪈㪏 㪏 㪅㪐㪌㪅㪉㪈 㪉 㪅㪇㪏 㪏 㪅㪇

㪏㪅㪍

Womenᅚᕈ 㩿㫅㪔 㪎㪌㪇㪀 㪇 㪅㪈
Women:20’s
Women:30’sᅚᕈ䇭䋳䋰ઍ 㩿㫅㪔 㪈㪏㪐㪀㵪
Women:40’sᅚᕈ䇭䋴䋰ઍ 㩿㫅㪔 㪉㪇㪐㪀㵪
Women:50 and aboveᅚᕈ䇭䋵䋰ઍએ਄ 㩿㫅㪔 㪈㪏㪉㪀㵪 㪎 㪅㪈㪐 㪉 㪅㪐

㪊㪅㪋

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

66

Wristwatch Consumer Awareness Survey 2010 / Favorite brands㧦(4'&'4+37'%1056#06㧔㧕 by region, and by watch movement preference
ٕ 3WGUVKQP&Q[QWNKMGVJGHQNNQYKPIYCVEJDTCPFU!㧔5#㧕

+NKMGKV+FQPQVNKMGKVᅢ䈐䈪䈅䉎ᅢ䈐䈪䈲䈭䈇

+FQPQVMPQYVJKUDTCPF
䈖䈱䊑䊤䊮䊄䈲⍮䉌䈭䈇

0QVG


6QVCN.KMGU
㪉㪇㪇㪏ᐕ
ᅢ䈐䊶⸘

䃂ಠ଀
TOTAL

ో䇭䇭䇭૕ 㩿㫅㪔㪈㪌㪇㪇㪀Tokyo,Kanagawa,Chiba,Saitama㚂ㇺ࿤ 㩿㫅㪔 㪍㪇㪇㪀
Other area than above㚂ㇺ࿤એᄖ 㩿㫅㪔 㪐㪇㪇㪀㪇 㪅㪏 䋦㪈 㪈 㪅㪌㪏 㪎 㪅㪎㪍㪅㪏㪈 㪉 㪅㪊㪏 㪍 㪅㪎

㪏㪅㪏㪇 㪅㪎 㪈 㪇 㪅㪐㪏 㪏 㪅㪋

㪌㪅㪋㪈 㪅㪇Hand-woundᚻᏎ䈐ᵷ 㩿㫅㪔 㪈㪍㪋㪀㵪Self-winding⥄േᏎ䈐ᵷ 㩿㫅㪔 㪎㪈㪉㪀㪉 㪌 㪅㪇㪈 㪅㪋㪎 㪌 㪅㪇㪈 㪈 㪅㪉㪏 㪎 㪅㪋

㪍㪅㪈㪏㪅㪈

Quartz䉪䉤䊷䉿ᵷ 㩿㫅㪔 㪍㪉㪋㪀 㪇 㪅㪊 㪏 㪅㪉㪐 㪈 㪅㪌

㪌㪅㪌

+PVJGUWTXG[TGURQPFGPVUEQWNFEJQUGHTQOCOQPIHKXGCPUYGTU̌+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ ̌+JCXGPQRTGHGTGPEG̍ ̌+FQPQVNKMGKVXGT[OWEJ̍ CPF̌+JCVGKV̍
6JǦ6QVCN.KMGU̍ KPKUVJGUWOQȞ+NKMGKV̍ ̌+UQOGYJCVNKMGKV̍ GZRTGUUGFCUCRGTEGPVCIGQHCNNCPUYGTU

67

‫ع‬Reference data㧦 Well-known brands Ranking 2008 VS 2010
㪦㫉㪻㪼㫉

㪉㪇㪇㪏

㪈 㪦㪤㪜㪞㪘㪉 㪩㪦㪣㪜㪯㪊 㪞㪬㪚㪚㪠㪋 㪟㪜㪩㪤㪜㪪㪌 㪚㪘㪩㪫㪠㪜㪩㪍 㪙㪭㪣㪞㪘㪩㪠㪎 㪚㪟㪘㪥㪜㪣㪏 㪫㪠㪝㪝㪘㪥㪰㪐 㪣㪦㪬㪠㪪㩷㪭㪬㪠㪫㪫㪦㪥㪈㪇 㪛㪠㪦㪩㪈㪈 㪛㪬㪥㪟㪠㪣㪣㪈㪉 㪚㪦㪘㪚㪟㪈㪊 㪫㪘㪞㩷㪟㪜㪬㪜㪩㪈㪋 㪝㪩㪘㪥㪚㪢㩷㪤㪬㪣㪣㪜㪩㪈㪌 㪣㪦㪥㪞㪠㪥㪜㪪㪈㪍 㪚㪟㪦㪧㪘㪩㪛㪈㪎 㪧㪠㪘㪞㪜㪫㪈㪏 㪠㪮㪚㪈㪐 㪙㪩㪜㪠㪫㪣㪠㪥㪞㪉㪇 㪧㪘㪫㪜㪢㩷㪧㪟㪠㪣㪠㪧㪧㪜㪉㪈 㪙㪩㪜㪞㪬㪜㪫㪉㪉 㪘㪬㪛㪜㪤㪘㪩㪪㩷㪧㪠㪞㪬㪜㪫㪉㪊 㪦㪩㪠㪪㪉㪋 㪱㪜㪥㪠㪫㪟㪉㪌 㪡㪘㪜㪞㪜㪩㪄㪣㪜㪚㪦㪬㪣㪫㪩㪜㪉㪍 㪧㪘㪥㪜㪩㪘㪠㪉㪎 㪝㪩㪜㪛㪜㪩㪠㪨㪬㪜㩷㪚㪦㪥㪪㪫㪘㪥㪫㪉㪏 㪭㪘㪚㪟㪜㪩㪦㪥㩷㪚㪦㪥㪪㪫㪘㪥㪫㪠㪥㪉㪐 㪙㪣㪘㪥㪚㪧㪘㪠㪥㪊㪇 㪙㪘㪬㪤㪜㩷㩽㩷㪤㪜㪩㪚㪠㪜㪩㪊㪈 㪞㪠㪩㪘㪩㪛㪄㪧㪜㪩㪩㪜㪞㪘㪬㪯㪦㫉㪻㪼㫉㪫㫆㩷㪋㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪈㫊㫋㩷㪧㫃㪸㪺㪼㪫㫆㩷㪌㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪎㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪊㫉㪻㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㫅㪻㩷㪧㫃㪸㪺㪼㪫㫆㩷㪍㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪈㪈㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪐㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪈㪉㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪈㪇㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪈㪋㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪈㪊㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㪈㫊㫋㩷㪧㫃㪸㪺㪼㪫㫆㩷㪈㪏㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㪉㫅㪻㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㪇㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪈㪐㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㪌㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㪎㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㪋㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪊㪈㫊㫋㩷㪧㫃㪸㪺㪼㪫㫆㩷㪊㪇㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㪏㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㪍㫋㪿㩷㪧㫃㪸㪺㪼㪫㫆㩷㪉㪐㫋㪿㩷㪧㫃㪸㪺㪼

68

㪉㪇㪈㪇

㪈 㪩㪦㪣㪜㪯㪉 㪙㪭㪣㪞㪘㪩㪠㪊 㪚㪘㪩㪫㪠㪜㪩㪋 㪦㪤㪜㪞㪘㪌 㪞㪬㪚㪚㪠㪍 㪚㪟㪘㪥㪜㪣㪎 㪟㪜㪩㪤㪜㪪㪏 㪫㪠㪝㪝㪘㪥㪰㪐 㪛㪠㪦㪩㪈㪇 㪚㪦㪘㪚㪟㪈㪈 㪣㪦㪬㪠㪪㩷㪭㪬㪠㪫㪫㪦㪥㪈㪉 㪛㪬㪥㪟㪠㪣㪣㪈㪊 㪝㪩㪘㪥㪚㪢㩷㪤㪬㪣㪣㪜㪩㪈㪋 㪫㪘㪞㩷㪟㪜㪬㪜㪩㪈㪌 㪣㪦㪥㪞㪠㪥㪜㪪㪈㪍 㪚㪟㪦㪧㪘㪩㪛㪈㪎 㪧㪠㪘㪞㪜㪫㪈㪏 㪙㪩㪜㪠㪫㪣㪠㪥㪞㪈㪐 㪘㪬㪛㪜㪤㪘㪩㪪㩷㪧㪠㪞㪬㪜㪫㪉㪇 㪙㪩㪜㪞㪬㪜㪫㪉㪈 㪠㪮㪚㪉㪉 㪧㪘㪫㪜㪢㩷㪧㪟㪠㪣㪠㪧㪧㪜㪉㪊 㪦㪩㪠㪪㪉㪋 㪧㪘㪥㪜㪩㪘㪠㪉㪌 㪱㪜㪥㪠㪫㪟㪉㪍 㪙㪘㪬㪤㪜㩷㩽㩷㪤㪜㪩㪚㪠㪜㪩㪉㪎 㪡㪘㪜㪞㪜㪩㪄㪣㪜㪚㪦㪬㪣㪫㪩㪜㪉㪏 㪙㪣㪘㪥㪚㪧㪘㪠㪥㪉㪐 㪞㪠㪩㪘㪩㪛㪄㪧㪜㪩㪩㪜㪞㪘㪬㪯㪊㪇 㪭㪘㪚㪟㪜㪩㪦㪥㩷㪚㪦㪥㪪㪫㪘㪥㪫㪠㪥㪊㪈 㪝㪩㪜㪛㪜㪩㪠㪨㪬㪜㩷㪚㪦㪥㪪㪫㪘㪥㪫