As prices for current Swiss luxury watches continue to climb, antique timepieces are once again drawing attention. Unaffected by the weak yen, they remain surprisingly accessible—a unique situation in the current antique watch market. Amidst this, the antique watch specialty store "FIRE KIDS" is gaining significant acclaim. This article delves into why FIRE KIDS is so highly regarded, featuring insights from store manager Kazunari Nomura.

FIRE KIDS was founded in 1995 in Shirakane, Yokohama. It's a long-established store boasting the largest inventory of antique watches in the Yokohama area. The store typically holds around 300 pieces. FIRE KIDS also has a second location in Nakano Broadway, Tokyo, bringing their total inventory to approximately 600 watches across both stores. This is a reassuring number for anyone searching for rare models.

Step inside the Yokohama main store, and you're transported to a bygone era, with an atmosphere reminiscent of the Showa period."We prioritize providing customers with a great watch experience through our sales," explains store manager Nomura.The ambiance here is exceptionally comfortable.

This warmth stems from the fact that all staff members are passionate about watches. They possess deep knowledge not only of current models from major brands but also of their past iterations. This allows them to engage in conversations tailored to the diverse tastes and preferences of their clientele.

Furthermore, the street facing the Yokohama main store has been a shopping street since the post-war black market era, lending the area an exotic feel, akin to strolling through a European antique district. It's a place you'll want to revisit time and again, much like a theme park. We hear that many regular customers are drawn by this unique atmosphere.

What sets FIRE KIDS apart from other antique watch specialists is the transparency of its appraisal process. Remarkably, if you wish to sell back an item purchased from the store within one year, they will generally offer 80% of the original purchase price. For example, if you bought an antique watch from FIRE KIDS for ¥1,000,000 and bring it back within a year, they will buy it for ¥800,000, provided its condition is substantially unchanged from when it was sold. For watches purchased elsewhere, they offer 70% of the store's selling price, minus maintenance costs.

This approach is decidedly customer-first, with transparent appraisal pricing.

"You can essentially try out watches with a subscription-like feel. If you enjoy it for a year and decide to keep it, that's wonderful. Or, if you want to explore other models, you can bring it back to FIRE KIDS and use the funds to purchase a different piece," explains store manager Nomura.

The question of whether a particular brand suits one's style, or if a watch is perhaps a bit too ambitious for one's budget, is a common concern when purchasing. However, knowing that you can sell it back for 80% offers significant peace of mind. It's rare to find a store that clearly states such a high buyback standard. Indeed, many customers at FIRE KIDS utilize this buyback service. They enjoy upgrading their watch collection annually, taking a step up each time.

As mentioned, FIRE KIDS has approximately 600 watches in stock across its two stores, with inventory turning over roughly every three months. This consistent stock level is supported by their active purchasing efforts. Being a long-established store for nearly 30 years, FIRE KIDS receives many items from regular customers. Additionally, thanks to their transparent appraisal system, recent customers also frequently return to sell their watches.

FIRE KIDS doesn't limit itself to specific watch brands, handling both Japanese and Swiss watches equally. However,Store manager Nomura clarifies, "When we say antique or vintage, we consider items that are at least 20 years old, so we primarily handle pieces manufactured in 2003 or earlier."Currently, due to exchange rates, sourcing is limited to domestic purchases. However, watches that have been owned by Japanese individuals are typically well-maintained, resulting in a high proportion of items in excellent condition.

Furthermore, FIRE KIDS ensures that all incoming inventory is photographed by professional photographers and meticulously uploaded to their website and Instagram.

"We are committed to this because we want to foster a community of watch enthusiasts. Fortunately, our Instagram followers have surpassed 43,000. We also actively share information through YouTube and our web magazine," says store manager Nomura.

FIRE KIDS' Instagram, in particular, is updated daily with new arrivals. This consistent stream of information appears to provide customers with a sense of security.

"Since we update daily, many people make checking the FIRE KIDS page a part of their routine. They enjoy seeing what new models have arrived each day, and often visit the store to see the pieces they're interested in," observes store manager Nomura.

Incidentally, store manager Nomura first encountered antique watches when he was in high school. Driven by a desire to own a branded watch at an affordable price, he delved into the world of antique timepieces. His first acquisition was an Omega "Seamaster."

"Recalling that time... yes, I remember feeling like I had upgraded myself. I was only 16 then, but it felt like I had taken a step closer to adulthood. I want our customers to have a similar experience," says store manager Nomura.

Store manager Nomura also shares his thoughts on the allure of antique watches:

"I myself started with that first Omega and became captivated by antique watches, acquiring one after another. I even sold some to fund the purchase of the next. With new watches, the price can drop by half the moment you buy them, but with antiques, the value doesn't plummet. Moreover, each piece has a unique character shaped by time, making every encounter special. You can even find a watch from your birth year, which adds an unparalleled sense of romance," he explains.

We recommend starting by exploring FIRE KIDS' web magazine and Instagram. There, you can see a curated selection of watches chosen by store manager Nomura, who has dedicated half his life to antique timepieces. We also encourage you to visit a FIRE KIDS store when you have the chance. Surrounded by the models curated by store manager Nomura, we hope you'll engage in a real conversation with him about antique watches.

FIRE KIDS Yokohama Main Store
Address: 1-10-12 Rokkakubashi, Kanagawa-ku, Yokohama, Kanagawa
Phone: 045-432-0738
Hours: 11:00 - 19:00
Closed: Wednesdays

FIRE KIDS Nakano Broadway Store
Address: Nakano Broadway 1F, 5-52-15 Nakano, Nakano-ku, Tokyo
Phone: 03-5942-7120
Hours: 11:00 - 19:00
Closed: Wednesdays