Speaking of the intersection in Ginza, Tokyo, there is the landmark clock tower building that everyone knows. Among them, Kiyoko Niwasaki was appointed as Wako's representative director and president in November 2023. She is said to be the first female president of a major operating company in the Seiko Group. When she heard that Mr. Niwasaki, who has enjoyed a brilliant career, would take the helm of Wako, which is the face of Ginza, she immediately requested an interview. She talked about a wide range of topics, including Mr. Niwasaki's vision of the future of Wako and the way women work.

A landmark that has created history and culture together with Ginza

Ginza is visited by people from Japan and all over the world. At the intersection of 4-chome is Wako, which sells high-quality items such as watches. Along with the historic architecture, creative and beautiful displays that look like art are placed in the large show windows each season, capturing the eyes of visitors, with the idea of ​​``hospitality for all who visit Ginza.''

It was in 1894 (Meiji 27) that Kintaro Hattori, the founder of Hattori Watch Store, which sold imported watches and jewelry, opened a store with a clock tower. After the Great Kanto Earthquake, the current building with its second clock tower was completed in 1932 (Showa 7). Its beautiful appearance has since become the face of Ginza. After World War II, it was requisitioned by the U.S. military, but the current specialty store Wako was established in 2 by taking over the retail division of Hattori Watch Store.

I learned the basics of business and started my career in the jewelry department.

Kiyoko Niwasaki joined Hattori Seiko (currently Seiko Group) after graduating from university and was initially assigned to the jewelry department.

“Unlike watches, which is the main division, jewelry was a section where young people were free to try new things.I went to Italy to purchase products for the brands I was in charge of, calculated profit margins, and priced them. I decided on the products and did the work of attaching the tags myself.I also created the advertising materials, leaflets, display tools, and other promotional materials, and was in charge of the final sale all by myself. However, I really enjoyed my job at the time. However, I had no desire to get a higher position or to move up. However, I did not have any desire to achieve what I wanted in order to gain experience. I did.”

In fact, his work from that time came in very handy when he later became the head of Seiko's marketing division, overseeing everything from design to strategy.

“When I was young, I first learned that each job is connected.I learned that it is not enough to just do a bucket brigade, and that you have to think about each department as a whole. It was great to receive that.”

Take advantage of every opportunity. That experience leads to the success of global brands

After that, I transferred to product planning for watches such as Credor, but unlike jewelry, which is mainly designed, watches are a type of machine. Even within the same company, the worldviews were completely different, and I experienced a culture shock as we worked in the world of industrial products.

At first, he felt uncomfortable with his new job, but as he was assigned various projects, he achieved results and steadily gained experience. One of the most unique experiences was the Seiko M project, which aims to open up a new genre in the women's luxury watch market. The product was planned based on the concept of a "female spy," and Yumi Matsutoya was involved in the concept work for the limited edition product, and the song was created based on the image of the watch.

``In order to understand the life of a female spy, I went to New York or the Caribbean and met with FBI agents and the stylists from the movie ``The Matrix.'' Every project was so difficult that I wondered why they made me go through such hardships, but in hindsight, I am grateful to the company that gave me this opportunity. I am grateful.”

After that, I gained experience in public relations and sales promotion, and became the head of the marketing division, overseeing everything from design, product planning, promotion and public relations, to strategy. As the person in charge of brand strategy for Grand Seiko, Seiko's top-of-the-line watch line, he grew Grand Seiko into a global brand through global expansion, including the appointment of Shohei Otani.

``Of course, not all of my projects have been successful, and there have been many that have failed.I've reflected on this many times already (lol), but the first thing that matters is whether you think it's interesting or not. Try to enjoy it wholeheartedly. Then, someone will give you a little hint, or someone's words will start to sink in, and the pieces of the puzzle will start to fill in. That's how you get help from the people around you. I think there were a lot of things.”

How can I communicate the brands and products that I find interesting to users and society? There are various approaches to this, but Mr. Niwasaki uses the term ``creating fans.''

“We want a variety of people to become fans of the brand.If not only consumers but also people involved with the brand, such as creative staff and media people, become fans, things will naturally move in a positive direction. The brand begins to take shape, and the shape of the brand begins to take shape.”

``Involving'' people instead of ``pulling them along''
A unique management style that creates colleagues working toward the same goal.

She is the first woman to be appointed president of a major Seiko Group company. The percentage of female presidents in Japanese companies, including unlisted companies, is still 8.2% (Teikoku Databank, 2022), and I'm sure you've been asked this question many times in various places, but in the past, female executives, Have you faced any hardships while assuming the heavy responsibility of being a director?

``Of course, Japan is still a male-dominated society, so there were times when I felt it was difficult because I was a woman, so my opinions were not heard because they thought I wouldn't understand.However, on the other hand, there are times when people listen to my opinions because I am a woman. In the end, I think it's zero. That's why I'm not really conscious of gender, so when I was told that I was the first woman, I realized that it was true."

``It was mentioned in a book written by a female business owner, but management doesn't have to be about strong leadership that pulls people forward, but management is about fusing various ideas and giving them shape.Even men have strong leaders. There are some leaders who move forward in a flexible manner. I think it's good to have diversity in management styles. Rather than leadership, I have something I want to do first, and I encourage everyone to do this. He may be the type of person who gets people around him involved in his goal. He immediately thinks of something he wants to do, so it might be difficult for people to get involved (lol).

Continuing to spread the word in Ginza, a city that represents Japan
Aesthetic sense and feelings towards the city

Mr. Niwasaki has been involved in the success of Grand Seiko's global strategy and the Japanese market and manufacturing seen from overseas, but what kind of Japanese aesthetic sense does he notice from that perspective?

``Just as when it comes to food, there is a ``running'' before the ``season'', and a ``remnant'' afterward, our sensibilities become sharper as the seasons change, and we are able to live a life that does not go against the laws of nature. I think it's something that has always been in the consciousness of Japanese people, where in Europe and the United States we see beauty at a glance, but in Japan we look at it not just in terms of appearance, but like peeling an onion. The deeper you go, the more you notice new beauty.I feel the Japanese sense of beauty lies in this depth."

From the perspective of Japanese aesthetics, we believe that being located in Ginza is a great asset for Wako.

``Ginza is a city that represents Japan, and even though I go there every day for work, I still feel a sense of elation.It's a miracle that this building has remained in such a location for over 90 years, in the same condition as the founder built it. I believe that the clock that rings every day reflects the founder Kintaro Hattori's desire to make a social contribution to the city.The clock still rings exactly every hour. It's been going on for a long time. It may seem casual, but I feel like it's playing a role in letting people feel that this is Ginza."

Uncovering Wako's potential
To be unique in the world

Mr. Niwasaki had a considerable involvement with Wako even before he became president. In 2022, Mr. Niwasaki, who was then Managing Director of Seiko Holdings and Director of Wako's Planning Headquarters, took charge and reorganized the Wako Main Building. The stores on the 1st to 4th basement floors have remained the same, and the 5th floor, which had been used as the offices and reception rooms of executives such as Kintaro Hattori, has remained largely unchanged since its completion and is now open to the public by invitation only. We decided to use it as a guest lounge and a place to entertain groups. The exhibition hall on the 6th floor has been renamed "Seiko House Ginza Hall," and the rooftop has become "Seiko Sky Garden," which can be accessed at events and as a bonus for purchasing bridal rings. The name of the building was changed to ``Seiko House Ginza,'' marking a new start as a base for disseminating the Seiko Group's brand.

``Wako only has one store in the world, here in Ginza.I think it's a very valuable and interesting store.It's a place where you can enjoy Japanese luxury and Japanese style in Ginza, where you can feel like you're in the mood for both Japanese and overseas visitors.'' I would be very happy if it became a place where people can experience the goodness of the world.”

There is also the issue of the store being a bit difficult to enter due to the luxury products it sells and its dignified appearance. However, Mr. Niwasaki says that the high hurdle is also one of Wako's charms.

``Of course it's important to be wide open to everyone, but it's also an interesting experience to be able to find something you didn't know before if you muster up a little courage and go in because there are hurdles.'' I think it's important to have customers who have been here for many years, and I think it's very important to have a balance between Wako, which requires a little courage, and Wako to be open. I hope this becomes a place where everyone can find small surprises, new discoveries, and things that move their hearts like no other."

"Wako is the 'light of Japan'. I would be happy if it could become a place and brand that symbolizes Japan, like the light of Japan, and I feel that Wako has the potential to do so."

Once you visit Wako, you will surely realize that it is a treasure chest where you will always find wonderful encounters, with special items that can only be found here, historical spaces, and the attentive hospitality you receive.

I look forward to the future of Wako as President Niwasaki unearths the hidden potential of Wako at the bottom of the treasure chest where you can find something when you open the lid.

Kiyoko Niwasaki

President and Representative Director of Wako Co., Ltd. Joined Hattori Seiko Co., Ltd. (currently Seiko Group) in 1986. He is in charge of imported and licensed jewelry in the jewelry department. In 2001, he transferred to the watch department (currently Seiko Watch). He is involved in the planning of Credor in the Product Planning Department, and the launch of a new women's brand as a section manager in the Women's Marketing Planning Department. After that, he was in charge of public relations and public relations in the public relations department, and then became a director and executive officer of Seiko Watch Co., Ltd. (deputy general manager of marketing headquarters and public relations department manager), and served as a director and managing executive officer of Seiko Watch Co., Ltd. Chief. From 2019, he served as Managing Director and Managing Executive Officer of Seiko Group Co., Ltd., where he was responsible for corporate branding, public relations, and ESG/SDGs promotion.In November 2023, he became President and Representative Director of Wako Co., Ltd.

Mio Shimamura

Representative, publisher and editor-in-chief of Premium Japan. After working at a foreign advertising agency, he held positions in charge of marketing and PR at top brands such as Walt Disney, Harry Winston, and Tiffany & Co. In 2013, he founded Russo Co., Ltd. He handles PR for various top brands. Because his parents' home was an environment that taught Japanese culture such as tea ceremony and kimono dressing, he acquired the business rights to Premium Japan in 2017 and established Premium Japan Co., Ltd. in 2018.