Naoya Hida & Co.

What Naoya Hida & Co. does

Naoya Hida & Co. (legal entity: NH WATCH Co., Ltd.) is a Tokyo-based independent watchmaker founded in March 2018 by Naoya Hida, formerly the Japan representative for F.P. Journe and Ralph Lauren Watch and Jewelry. The company designs, manufactures, and sells ultra-limited mechanical dress watches across five series (TYPE 1–TYPE 5) plus the newer TYPE 6A perpetual calendar, TYPE 7A chronograph, and TYPE 8A smaller dress watch. Production is structurally capped at tens of pieces per model annually (e.g., 2 units of NH TYPE 3B-4; ~25 units of NH TYPE 1E), and all timepieces combine micron-level ultra-high precision micro-fabrication — including SUS904L stainless steel — with hand-engraved dials and components by in-house engraver Keisuke Kano and assembly by watchmaker Kosuke Fujita (WOSTEP-certified, formerly of F.P. Journe and Seiko Time Lab).

The firm's proprietary and co-developed movement portfolio includes Cal. 3019SS, 3020CS, 3021LU, 2524SS, 2326SS, 2926CH, and 3025PC, the last a perpetual calendar developed with Habring2 and Dubois Dépraz. Revenue is generated exclusively through one-time sales of watches priced JPY 2.97M–16.5M (tax-included) plus a JPY 538,450 D-buckle accessory, distributed via an annual once-per-year direct application window on the company website, a Friday-only by-appointment Tokyo showroom, and exclusive collaboration models (NH TYPE 2C-1, NH TYPE 1D-4) sold through The Armoury. There are no recurring revenue streams, no backorders, no mailing lists, and no disclosed external capital; the company is founder-owned with ¥5M stated capital and a 1–10 employee base. Customer segments are individual watch collectors and luxury watch wearers recruited globally through organic word-of-mouth in collector communities.

Name

Naoya Hida & Co.

Legal name

NH WATCH株式会社

Website

https://naoyahidawatch.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Naoya Hida & Co. is a Tokyo-based independent watchmaker (founded 2018) that designs, hand-finishes, and sells ultra-limited mechanical dress watches priced JPY 2.97M–16.5M through an annual application window, serving individual watch collectors and luxury enthusiasts.

Ownership category

akta.pro rank

Product category

Luxury Mechanical Watches

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industry

Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ)

Keywords

• Luxury mechanical watches
• Handcrafted dress watches
• Independent watchmaking
• Perpetual calendar watches
• Hand-engraved watch dials

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Luxury Watch Sales: One-time purchase of high-end mechanical watches. Annual limited production run. Each piece sold at fixed price with no recurring revenue. Models range from JPY 2.7M to JPY 15M (tax-excluded).
2. Accessories (D-Buckle): Optional D-buckle accessory sold separately for JPY 489,500 (tax-excluded). Customers must visit Tokyo office for strap size measurement.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Naoya Hida & Co. manufactures and sells ultra-limited-edition luxury mechanical dress watches in five series (TYPE 1 through TYPE 5), combining ultra-high-precision micro-fabrication machines with hand-engraved dials, custom-designed movements, and premium materials such as SUS904L stainless steel, 18K gold, Argentium silver, and lapis lazuli. The company sells exclusively through annual application windows and a Tokyo by-appointment showroom, with 2026 production capped at tens of pieces per model and priced from JPY 2,970,000 to JPY 16,500,000.

Product overview

Naoya Hida & Co. (NH WATCH Co. Ltd.) is a Tokyo-based luxury mechanical watch manufacturer established in 2018. The company produces hand-crafted dress watches organized into five distinct series: TYPE 1 (dress watches with small seconds sub-dial at 9 o'clock), TYPE 2 (dress watches with central seconds hand), TYPE 3 (two-hand dress watches with moon phase function), TYPE 4 (sporty dress watches with central seconds), and TYPE 5 (dress watches with rectangular cases). The 2026 production lineup includes eleven distinct models ranging from JPY 2,970,000 to JPY 16,500,000, plus a D-buckle accessory. All watches combine ultra-high-precision microfabrication machines with skilled hand craftsmanship, including hand-engraved indexes by artisans such as Keisuke Kano. The company accepts purchase applications only once per year and maintains a two-year warranty on all timepieces.

Differentiator

Problem solved

Functional benefit

Products and services

• NH TYPE 1E Fifth-generation dress watch from the NH TYPE1 series, featuring a 36mm case with domed sapphire crystal and hand-wound Cal.3019SS movement with small seconds at 9 o'clock. Priced at JPY 2,970,000 (tax included).
• NH TYPE 2C-2 Derivative model of the NH TYPE2C series featuring the first porcelain dial in the collection, with indexes and logo hand-painted by skilled artisans. Priced at JPY 3,135,000 (tax included).
• NH TYPE 3B Second generation of NH TYPE3 series with moon phase function, featuring screw case back and newly designed moon phase disc with hand-engraved moon face. Priced at JPY 3,630,000 (tax included).
• NH TYPE 3B-3 Premium derivative of NH TYPE 3B series combining 18KYG case with lapis lazuli moon phase disc and hand-engraved Roman numerals. Priced at JPY 11,000,000 (tax included).
• NH TYPE 3B-4 Luxury derivative of NH TYPE3B series featuring Art Nouveau-style hand engravings on 18K yellow-gold case with gold leaf Arabic numerals and lapis lazuli moon phase disc. Priced at JPY 16,500,000 (tax included).
• NH TYPE 5B Second generation of NH TYPE5 series with redesigned rectangular case and dial, featuring hand-wound Cal.2524SS movement. Priced at JPY 4,070,000 (tax included).
• NH TYPE 5B-1 Variant of NH TYPE5B series retaining acrylic (plastic) cover glass while featuring redesigned case and dial for a vintage aesthetic. Priced at JPY 4,070,000 (tax included).
• NH TYPE 6A First dress watch from Naoya Hida & Co. with perpetual calendar mechanism, featuring hand-engraved Roman numerals and sub-dials by engraver Keisuke Kano, and Argentium silver dial. Priced at JPY 8,800,000 (tax included).
• NH TYPE 7A Chronograph watch equipped with vintage Valjoux 23 (236) movement, featuring hand-engraved indexes and three-dimensional machined hands. Priced at JPY 5,830,000 (tax included).
• NH TYPE 8A Small 31mm dress watch with screwed case back, featuring newly developed round hand-wound movement Cal.2326SS with see-through case back and domed sapphire crystal. Priced at JPY 3,520,000 (tax included).
• D-Buckle D-shaped watch buckle available in 40mm and 45mm sizes, designed for comfortable fit with 32 different sample leather straps for try-on. Priced at JPY 538,450 (tax included). Customers must visit the Tokyo office for strap size measurement.

Quantifiable outcome

• All 2026 production sold out within hours of application opening

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Habring2coreTechnology or Integration · 1 January 2025Movement development cooperation for Cal. 3025PC perpetual calendar movement used in NH TYPE 6A. Habring2 provided technical expertise for this movement.
• Dubois DéprazcoreTechnology or Integration · 1 January 2025Module supplier for perpetual calendar complication in Cal. 3025PC movement for NH TYPE 6A.
• J.N. ShapirocoreStrategic or Co-development Partner · 1 January 2024Guilloché dial specialist partnership for NH TYPE 1D-4 collaboration model. J.N. Shapiro provided hand-engraved guilloché dials for this limited edition (4 pieces, 2024-2025).
• Revolution MagazineminorStrategic or Co-development Partner · 1 January 2023Collaboration for NH TYPE 3B-2 model. Limited edition produced for watch publication's readers.
• The ArmourycoreChannel Partner/ Reseller/ Distributor · 1 January 2022Retail partnership for exclusive collaboration models. NH TYPE 2C-1 'Lettercutter' (20 pieces, 2022-2023) and NH TYPE 1D-4 (8 pieces, 2024-2025) sold exclusively through The Armoury. The Armoury provided custom 'Lettercutter' font design for dial.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Philippe Dufour: Legendary Swiss independent watchmaker producing very small numbers of hand-finished mechanical watches annually. Closely comparable ultra-limited, hand-crafted, collector-driven model.
• Masahiro Kikuno: Japanese independent watchmaker producing very small numbers of hand-finished mechanical pieces, including guilloché dials. Comparable ultra-limited artisan Japanese watchmaking model and collector-driven direct sales.
• Habring2: Austrian independent watchmaker producing ultra-limited mechanical pieces, and an existing movement-development partner of Naoya Hida & Co. for the Cal. 3025PC. Closely comparable in scale, independent craftsmanship ethos, and bespoke production volumes.
• Ochs und Junior: Independent Swiss watchmaker producing limited mechanical pieces with strong design identity and direct-to-collector sales. Comparable as a small independent focused on design-driven, hand-finished mechanical watches.
• Kurono Tokyo: Independent Japanese watchmaker led by Hajime Asaoka, producing small-batch mechanical watches targeting collectors via direct-to-consumer drops. Highly comparable in scale, founder-led artisanal positioning, and limited annual production.
• Voutilainen: Independent Finnish master watchmaker producing ultra-limited, hand-finished mechanical timepieces at artisanal scale. Comparable as a high-end independent with strict annual production limits and collector-driven demand.

Emerging players

• Mori Tokyo: Independent Tokyo-based watchmaker producing small-batch mechanical watches with an artisanal, low-volume collector focus. Comparable Japanese indie positioning, though with lower brand recognition than Naoya Hida.

Broad incumbents

• Credor: Seiko-owned Japanese luxury mechanical watch brand known for in-house movements and hand finishing. Comparable Japanese luxury craftsmanship positioning with a much larger product footprint.
• F.P. Journe: Independent Swiss haute horlogerie brand producing limited-edition in-house calibers at higher volumes than Naoya Hida. Founder Naoya Hida previously represented F.P. Journe in Japan, and watchmaker Kosuke Fujita trained there — strong craft and lineage overlap.
• Grand Seiko: Japan-based luxury mechanical watchmaker combining in-house movements with hand finishing at significantly larger scale than Naoya Hida. Comparable craftsmanship-and-precision positioning, but at a much higher production volume and broader distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/naoyahidawatch
• Facebookfacebook.com/profile.php?id=100017145943910
• Instagraminstagram.com/naoya_hida_co.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Naoya Hida & Co.