Orient

Orient began in 1950 as Tama Keiki, successor to a Tokyo watch business Shogoro Yoshida had started in 1901. It became Orient Watch Company the following year and set out to do something few companies attempt: build complete mechanical movements in-house, at prices aimed at ordinary buyers.

That is still the point of the brand. Orient designs and manufactures its own calibres rather than buying Swiss ébauches, which is why an Orient automatic can cost less than a quartz watch from a fashion label while containing a movement the company made itself.

The Bambino made the case to a wider audience — a domed-crystal dress automatic at a price that embarrassed a lot of more expensive watches — and the Kamasu and Mako divers did the same for tool watches.

Orient Star sits above the main line, with higher finishing, power-reserve indicators and in-house calibres of greater complexity.

The company became a subsidiary of Seiko Epson in 2009 and remains one, which gives it manufacturing depth while leaving the identity distinct from Seiko's own.

Orient holds 35 models, from £185 to £440. Half cost less than £295, and a quarter less than £235. 35 of 35 are automatic. Prices are checked nightly against the retailers’ own feeds.

1901

Shogoro Yoshida opens a watch business in Tokyo.

1950

The company is refounded as Tama Keiki.

1951

Renamed Orient Watch Company.

1964

Orient Star establishes the upper collection.

2009

Becomes a subsidiary of Seiko Epson.