#Japan #Tokyo #20th Anniversary #MINASE #Towa Takaya

MINASE 20th Anniversary Fair

To celebrate the 20th anniversary of the independent Japanese watch brand MINASE, a special fair is being held at "CONTÉVANOU" in Yoyogi, Shibuya. This event showcases a unique collaboration with contemporary artist Towa Takaya and presents a limited edition model that embodies the brand's philosophy of "Japanese beauty and craftsmanship."

The MAKING of MINASE

Founded in 2005, MINASE was born from a workshop in the picturesque Akita prefecture. The brand is known for its commitment to craftsmanship, merging Japan's precise machining techniques with artistic creativity. Their motto, “Creating things that can be told about 100 years from now,” underscores a dedication to durability and timeless design.

An Artful Celebration of Time

This year marks a new chapter for MINASE as they interpret their journey as "the art of time." The 20th Anniversary Fair is set to not only display exquisite craftsmanship but also emphasizes the connection between art and watchmaking.

Towa Takaya, known for exploring the relationship between light and time through his art, is collaborating with MINASE to redefine the perception of time as a sculptural form. His installation aims to visualize the abstract concept of time through materials, light, and shadows. Attendees will experience an immersive space where the intricate metalwork of MINASE meets Takaya's artistic vision, creating an environment that feels as if “time is breathing.”

The Yusai Dial Collection

Among the highlights of the fair is the Yusai Dial, which reflects the depths of time through its artistic design. The characters “悠” represent a profound, gentle flow of time that transcends a linear perspective, embodying the essence of eternity. By depicting the endlessness of time through colors, the dial narrates an everlasting story that resonates quietly yet richly.

The Aesthetics of Color and Light

The term “彩” in Japanese denotes the delicate nuances and multi-layered reflections inherent in colors. This concept breathes life into each moment, capturing the beauty of transience that only time can bring. Through watching the dynamic interplay of light and colors, one can experience the invisible richness hidden within time itself, portrayed in the ethereal art piece of the Yusai dial.

Bridging Perspectives for Artists and Viewers

This collaboration serves not only as art but also as a conduit for new perspectives on the interaction between artists and viewers. The watch dial transforms into a small universe where thoughts and physical experiences intermingle, granting a shared space for exploration amid the absence of the artist and the audience.

The fair will feature two special exhibitions: the collaboration with Towa Takaya and the showcase of the limited edition models. Each piece is a testament to the harmonious concepts of Japanese tranquility and aesthetic beauty pursued by MINASE.

The 20th Anniversary Limited Models

The limited edition models for MINASE's 20th anniversary are crafted around their iconic model, the “SEVEN WINDOWS.” This model represents the crystallization of the brand's philosophy, showcasing sustainable design and exquisite craftsmanship through meticulous Zaratsu polishing — a technique celebrated for its mirror-like finish.

Two variations of the SEVEN WINDOWS will be available: a stainless steel model and a leather strap model, with only 77 units produced worldwide. Each watch is adorned with special engravings celebrating its limited status — “20th Anniversary” and “x/77” — encapsulating the idea of a watch that can be polished and passed down through generations.

The Ultimate Selection for Refined Timekeeping

The metal bracelet of the watch is constructed using an innovative structure known as “MORE,” which allows for maintenance that preserves its brilliance over time. The strap is crafted from premium cow leather, featuring a unique texture inspired by the beautiful natural surroundings of the MINASE workshop. Each strap is meticulously hand-stitched, creating a one-of-a-kind appearance.

Additionally, the inner case is engraved with a mark of pride, and the luminous hands shine brightly with a vivid blue hue, ensuring visibility even in darkness. This model, part of Japan's ART COLLECTION, embodies a universe where layers of colors and delicate pearl shine converge, producing a mystical depth that captivates the audience.

Event Details

Event Name: MINASE 20th Anniversary Fair

Dates: October 30, 2025 - November 10, 2025

Venue: CONTÉVANOU (4-28-7 Yoyogi, Shibuya, Tokyo)

Admission: Free

The fair will also provide attendees with a chance to purchase these limited models and witness the collaborative art exhibit with Towa Takaya. For more information, reach out to CONTÉVANOU's press contact, or visit their official website.

About MINASE

MINASE is a luxury watch brand born in the village of Minase, Akita, Japan. Each watch is a handcrafted piece, merging meticulous precision with artistic beauty. Unlike simple timekeeping tools, MINASE designs watches that embody time itself, earning global appreciation among watch enthusiasts.

Their mission transcended mere craftsmanship — it seeks to create a narrative of time’s ongoing journey, one that resonates far beyond the fleeting moments.

Experience the transcendent beauty of time at the MINASE 20th Anniversary Fair.