Celebrity Watch Enthusiast Hiroyuki Miyasako Appointed Official Ambassador for Vintage Watch Specialist Fire Kids

Fire Kids Co., Ltd. (Headquarters: Minato-ku, Tokyo), a leading company in the vintage watch industry, is pleased to announce the appointment of Hiroyuki Miyasako, a prominent TV personality and YouTuber, as its official brand ambassador as of April 1, 2026. Known as one of the biggest watch enthusiasts in the entertainment world, Miyasako's appointment marks the beginning of a new era for both the brand and the watch enthusiast community. Hiroyuki Miyasako is widely known in the entertainment industry as the 'Leader of the Watch Club.' He possesses deep knowledge of luxury watches, including Rolex, Patek Philippe, and Richard Mille, and was early to be captivated by the 'storytelling' and 'unique value' of vintage timepieces. There is a deep reason why Miyasako is respectfully known as the 'Second Parent' of Fire Kids. The background involves a dramatic life-changing event related to the business succession that took place three years ago. The current owner of Fire Kids first stepped into the world of watches because of one of Hiroyuki Miyasako's YouTube videos. After seeing Miyasako seriously selecting and purchasing an A. Lange & Söhne 'Lange 1' in the video, the current owner was moved by that overwhelming passion and immediately purchased the same model. From there, he quickly fell deep into the 'watch rabbit hole,' eventually becoming so obsessed that he decided to own a watch shop, leading to the succession of the long-established Fire Kids, founded in 1995. If it weren't for Miyasako's message that day, Fire Kids might not have survived in its current form, which achieved No. 1 in three categories as Japan's largest specialist in 2025. Miyasako has had a significant impact on the growth of Fire Kids through his visits to the store, conversations with staff and enthusiasts, and natural sharing through social media and YouTube. In March 2026, Miyasako spoke at the renewal opening event for the Nakano Broadway store, exciting the audience with watch talk. His words, 'There is true passion here,' moved the hearts of many fans. This ambassador appointment is the result of trust and resonance naturally cultivated between the two parties. Together with Hiroyuki Miyasako, the 'Second Parent' who guided the brand's rebirth, Fire Kids will uphold the purpose of 'increasing the number of watch-loving friends' and communicate the charm of vintage watches even more widely and deeply. It's Miyasako! Fire Kids isn't just a place to sell watches; it's the 'best community' for people who truly love watches, which is why I can support it from the bottom of my heart! To be honest, I was really surprised to hear that the current representative fell into the watch rabbit hole after watching my YouTube video, bought the same Lange 1 as me, and even ended up inheriting this historic shop! If you're going to put it that way, I'm more than happy to support you with everything I've got as your 'Second Parent'! Watches from the 1900s to the early 2000s are all unique pieces with the craftsman's soul poured into them. When you hold them, you can feel the story that watch has walked...