High-Spec Gravure Idol Miyu Kojima Appointed as 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 Miyu Kojima, a prominent model and talent, as its official ambassador. Welcoming Miyu Kojima as our ambassador on the milestone of our 30th anniversary marks the beginning of a new era for Fire Kids. Until now, vintage watches may have had a strong image of being exclusively for enthusiastic collectors. However, by having someone like Ms. Kojima, who possesses refined sensibilities and overwhelming influence, talk about the 'beauty' and 'fashionability' of one-of-a-kind timepieces, we aim to break that conventional wisdom. When she visited our store, she showed great interest in the diversity of designs, ranging from 1900s vintage to modern masterpieces. Miyu Kojima's fresh perspective will shed new light on the 'value passed down through generations' that we cherish. Through her, we hope to create a new lifestyle where women and the younger generation choose vintage watches as the ultimate asset to express their individuality. I am truly thrilled to be appointed as the official ambassador for Fire Kids! To be honest, I previously had an image of the vintage watch world as something difficult and masculine. But the moment I stepped into a Fire Kids store, that perception changed 180 degrees. What was lined up in the showcase were not just watches, but one-of-a-kind pieces of art as beautiful as jewelry. Each watch has crossed decades, sometimes nearly 100 years, to shine before my eyes today. Just hearing those stories gives me the same kind of emotion as watching a whole movie. In this day and age, while following trends is fun, wearing a 'unique piece that no one else has' is incredibly cool and leads to self-confidence. From my perspective, I want to share many ways to enjoy vintage watches like accessories or as precious partners. ■ Company and Brand Overview [About FIRE KIDS] Fire Kids is a leading vintage watch company founded in 1995 in Hakuraku, Yokohama. We specialize in unique timepieces produced from the 1900s to the early 2000s, providing encounters with value that transcends time. In a 2025 survey by a third-party organization, we were recognized as Japan's largest vintage watch specialist, ranking No. 1 in three categories: in-store inventory, annual sales, and units sold. Under our purpose of 'increasing the number of watch-loving friends,' our entire team—from the 'Watchmates' (sales staff) to the back office—consists of members who love watches. We aim to be like a theme park for watches, valuing experiences where customers can 'see, touch, and enjoy.' Our unique Watchmates are here to help you find your special encounter with a watch. [Survey Overview] Survey Institution: Future Trend Research Institute Survey Name: Market Research on 'Vintage Watches' Survey Period: August 2025