Surging Interest in 'High-Quality Japanese Pre-owned Goods': Inbound Customers at Tokyo Vintage Watch Specialist Increase 9.6x YoY
Fire Kids, a vintage watch specialist established in 1995, reported that inbound visitor numbers in March 2026 reached 7,669, a 9.6x increase from the previous year. Driven by the weak yen and high trust in Japanese maintenance, 'birth year watches' are particularly popular among US and Korean tourists.
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- 📰 Published: April 29, 2026 at 07:00
- 🔍 Collected: April 28, 2026 at 22:31
- 🤖 AI Analyzed: April 28, 2026 at 22:37 (5 min after Collected)
Vintage watch specialist 'Fire Kids' (FIRE KIDS), founded in 1995, is a leading company in the vintage watch industry. Against the backdrop of increasing foreign visitors to Japan and the impact of the weak yen, the company's sales of vintage watches are expanding. Inbound customers have increased approximately 9.6 times compared to the previous year, with a particular rise in customers seeking 'birth year watches.' These one-of-a-kind items are being re-evaluated for their value, primarily by wealthy domestic and international customers.
[Expanding Interest in Japanese Pre-owned Goods]
Overseas, due to rising prices, consumers are increasingly choosing well-maintained pre-owned and reused items over new ones. Especially in the reuse market, in addition to affordability, values such as sustainable purchasing behavior and enjoying unique items are spreading, and the global resistance to pre-owned goods is fading. Indeed, reports from abroad show that the resale and second-hand markets are expanding due to economic reasons and environmental awareness.
In this context, Japanese pre-owned goods are attracting attention from overseas consumers for their excellent preservation, quality, and reliability.
[Inbound Visitor Count Surges 9.6x in One Year]
According to the company's visitor data, the number of inbound foreign visitors in March 2026 was 7,669, a roughly 9.6-fold (+864%) increase from 795 in March 2025. Furthermore, the ratio of foreign visitors reached 62.7%, up 16.6 percentage points from 46.1% in the same month last year. This indicates a significant structural shift where more than half of the visitors are now foreign tourists, highlighting the rapid expansion of inbound demand.
Among them, customers from the United States are increasing, often visiting the store after seeing Instagram posts during their sightseeing in Japan. Additionally, new customers from South Korea are on the rise, driven by information from Korean YouTubers. Reasons for visiting include comments like, 'This was one of the shops I wanted to visit when I came to Japan,' and 'Fire Kids is famous among watch enthusiasts overseas.' Recently, there has been a significant demand for domestic watches, with many children gifting 'birth year watches' to their parents.
[Product and Service Details]
Fire Kids handles vintage watches primarily from the 1900s to the 2000s, selling them all as one-of-a-kind items. Professional staff verify the authenticity and condition, providing only products that meet quality standards. A characteristic service is the 'birth year watch' proposal tailored to the customer's birth year, which is increasingly used for adult celebrations and anniversaries. To ensure peace of mind after purchase, the company offers up to 60 interest-free installments and a 30-month warranty. Stores are located at the Yokohama Main Store, Nakano Broadway Store, and Ginza Nine Store.
[Future Developments]
The number of visitors to Japan is expected to continue expanding, and the growth of the vintage market is predicted to persist. The company plans to strengthen multilingual support and its service structure while further enhancing store creation centered on the 'watch experience.'
[Expanding Interest in Japanese Pre-owned Goods]
Overseas, due to rising prices, consumers are increasingly choosing well-maintained pre-owned and reused items over new ones. Especially in the reuse market, in addition to affordability, values such as sustainable purchasing behavior and enjoying unique items are spreading, and the global resistance to pre-owned goods is fading. Indeed, reports from abroad show that the resale and second-hand markets are expanding due to economic reasons and environmental awareness.
In this context, Japanese pre-owned goods are attracting attention from overseas consumers for their excellent preservation, quality, and reliability.
[Inbound Visitor Count Surges 9.6x in One Year]
According to the company's visitor data, the number of inbound foreign visitors in March 2026 was 7,669, a roughly 9.6-fold (+864%) increase from 795 in March 2025. Furthermore, the ratio of foreign visitors reached 62.7%, up 16.6 percentage points from 46.1% in the same month last year. This indicates a significant structural shift where more than half of the visitors are now foreign tourists, highlighting the rapid expansion of inbound demand.
Among them, customers from the United States are increasing, often visiting the store after seeing Instagram posts during their sightseeing in Japan. Additionally, new customers from South Korea are on the rise, driven by information from Korean YouTubers. Reasons for visiting include comments like, 'This was one of the shops I wanted to visit when I came to Japan,' and 'Fire Kids is famous among watch enthusiasts overseas.' Recently, there has been a significant demand for domestic watches, with many children gifting 'birth year watches' to their parents.
[Product and Service Details]
Fire Kids handles vintage watches primarily from the 1900s to the 2000s, selling them all as one-of-a-kind items. Professional staff verify the authenticity and condition, providing only products that meet quality standards. A characteristic service is the 'birth year watch' proposal tailored to the customer's birth year, which is increasingly used for adult celebrations and anniversaries. To ensure peace of mind after purchase, the company offers up to 60 interest-free installments and a 30-month warranty. Stores are located at the Yokohama Main Store, Nakano Broadway Store, and Ginza Nine Store.
[Future Developments]
The number of visitors to Japan is expected to continue expanding, and the growth of the vintage market is predicted to persist. The company plans to strengthen multilingual support and its service structure while further enhancing store creation centered on the 'watch experience.'