Hiroyuki Miyasako, "The Foremost Watch Enthusiast in the Entertainment Industry," Appointed Official Ambassador for Vintage Watch Company Fire Kids.

Fire Kids Co., Ltd. (Headquarters: Minato-ku, Tokyo), a leading company in vintage watches, announced that Hiroyuki Miyasako, a talent and YouTuber, will be appointed as its official brand ambassador, effective April 1, 2026. Known as the entertainment industry's foremost watch enthusiast and deeply involved in Fire Kids' growth, Miyasako's appointment marks the dawn of a new era for both the brand and the watch enthusiast community.

＜Message from Fire Kids＞

Hiroyuki Miyasako is known in the entertainment industry as a "Watch Club President" due to his deep knowledge of luxury watches such as Rolex, Patek Philippe, and Richard Mille. He was captivated early on by the "storytelling" and "unique value" that vintage watches possess.

There is a profound reason why Mr. Miyasako is respectfully known as the "second parent" at Fire Kids.

Behind this lies a drama related to a business succession three years ago that changed a person's life. The current owner, representative of Fire Kids Co., Ltd., was inspired to enter the world of watches by none other than Hiroyuki Miyasako's YouTube video. Upon seeing Mr. Miyasako seriously choose and purchase A. Lange & Söhne's "Lange 1" in the video, the current owner was so struck by his overwhelming passion that he immediately followed suit and purchased the same model. From there, he quickly became deeply immersed in the "watch swamp," eventually becoming so engrossed that he decided to open his own watch store, which led to the succession of Fire Kids, a long-established company founded in 1995.

If Mr. Miyasako's broadcast had not happened that day, the current Fire Kids would not exist, nor would it be in its current state of having achieved No. 1 in three categories as Japan's largest specialty store in 2025.

Hiroyuki Miyasako, who has such a deep connection with Fire Kids, has had a significant influence on the brand's growth to its current state through store visits, conversations with staff and watch enthusiasts, and natural communication via SNS and YouTube.

In March 2026, Mr. Miyasako appeared at the renewal opening event of the Nakano Broadway store, exciting the venue with watch talk. His words, "There is real passion here," moved the hearts of many fans.

This ambassador appointment is the culmination of the trust and resonance that naturally grew between the two parties. Fire Kids, together with Hiroyuki Miyasako, who is truly the "second parent" who led the brand's revitalization, will further widely and deeply convey the charm of vintage watches, guided by the purpose of "increasing fellow watch lovers."

＜Message from Hiroyuki Miyasako＞

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 wholeheartedly recommend it!

Actually, when I heard that the current representative got hooked on watches after watching my YouTube video, not only did he chase after the Lange 1 I bought and got one himself, but he even ended up inheriting this historic store, I was truly surprised!

If you say it that way, I'll gladly continue to support you with all my might as your "second parent"!

Watches from the 1900s to the early 2000s are all unique pieces imbued with the craftsman's soul, and when you hold them, the story they've lived through is directly transmitted from your wrist. Lately, there are many convenient digital watches, but that feeling of winding the crown with your fingertips and watching time begin to tick as if breathing life into it – that's such a luxurious experience. I want to share that with many more "fellow enthusiasts," riding on the passionate desire of everyone at Fire Kids to "increase fellow watch lovers."

All the watchmates at the store are also overflowing with watch love and are the best group of professionals who teach you the joy of it!

As an ambassador and a huge fan, I will enthusiastically convey the charm of the wonderful masterpieces gathered from all over the world!

The power of real watches will surely make your life more exciting than you can imagine!

■Company/Brand Overview

【About FIRE KIDS】

Fire Kids, founded in 1995 in Hakuuraku, Yokohama, is a leading company in vintage watches.

We primarily deal with unique watches produced from the 1900s to the early 2000s, offering encounters with values that are passed down through generations.

In a survey conducted by a third-party organization in 2025, we were recognized as Japan's largest vintage watch specialty store, achieving No. 1 in three categories: in-store inventory, annual sales, and number of units sold*.

Under the purpose of "increasing fellow watch lovers," Fire Kids is composed of members who all love watches, from sales staff (watchmates) to back-office personnel.

We aim to be like a watch theme park, valuing the experience of "seeing, touching, and enjoying." Our unique watchmates help customers find special encounters with watches.

【Survey Overview】

Survey organization: Future Trend Research Institute

Survey name: Market research on "Vintage Watches"

Survey period: August 13, 2025 - September 1, 2025

*According to Future Trend Research Institute, September 2025

【Store Information】

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

Business hours: 11:30 - 19:30 Closed: Wednesdays

Official website: https://firekids.jp/?utm_source=pt&utm_medium=pr&utm_campaign=miyasako

【Official SNS】

・Instagram: https://www.instagram.com/firekids1995/

・X (formerly Twitter): https://twitter.com/firekids1995

・YouTube: https://www.youtube.com/@firekids1995

・LINE: @firekids1995

【Web Magazine】

・Fire Kids Magazine: https://m.firekids.jp/

■Ambassador Profile｜Hiroyuki Miyasako

Date of birth: March 31, 1970

Hometown: Osaka Prefecture

Affiliation: Independent (active on YouTube / SNS)

Career: Rose to fame as part of the comedy duo "Ameagari Kesshitai." Currently operates the YouTube channel "Miyasako desu!" with over 1 million subscribers, active as an influencer. Also has a background as a business owner and continues to take on challenges in various fields.

Known as one of the entertainment industry's leading watch collectors, boasting a top-class collection of Patek Philippe, Rolex, Richard Mille, and more. Referred to by peers as the "Comedian Watch Club President."

SNS: YouTube "Miyasako desu!" and multiple other channels.

■Hiroyuki Miyasako Official SNS

Official X: https://x.com/motohage

Official Instagram: https://www.instagram.com/miyasako_hiroyuki

Official YouTube: https://www.youtube.com/@miyasako_desu

Official TikTok: https://www.tiktok.com/@miyasakodesu_tiktok