AD CORE DEVISE DESIGN BLOG Vol.152
With only a few days left in the year, 2024 is fast drawing to a close. It feels like we've been experiencing hot weather for a while now, but the recent cold weather has really brought the end-of-year feeling to the forefront. It's been a year full of events, but as the cliché goes, it feels like it's flown by in the blink of an eye. Even the events that happened this year, especially in the spring and summer, feel like they happened a while ago. The Paris Olympics, which saw excitement as the pandemic ended, were also held this summer. What kind of year has this been for you all?
The biggest news for AD CORE DEVISE in 2024 is, without a doubt, the relocation of our Tokyo headquarters this past December for the first time in 24 years. Our familiar Hiroo showroom was a pleasant, detached building nestled in a quiet residential area, with natural light pouring in on every floor. However, due to aging facilities and other circumstances, we decided to relocate. The Hiroo showroom was a little far from the station, which often caused inconvenience to our visitors during the summer. However, the recent record-breaking heatwaves also made the relocation more convenient. (Our new showroom in Roppongi is just a three-minute walk from the nearest subway exit!) Over two days, December 12th and 13th, we held an exhibition of our new 2025 products and an opening event to celebrate our new showroom relocation, which were well attended. We held an unveiling ceremony for our new showroom and explained the concept of our new products for 2025 to all attendees, and we also introduced them to the product exhibits of the Swiss-made watch brand Oris. A representative from an advertising agency with whom we have a long-standing relationship is in charge of the independent watch brand Oris, and thought that since Oris and Adcore are operating in similar positions in their respective industries, they might make a great collaboration. This led to a collaboration in the form of an interview with Oris.
As many of you may know, there's been an extraordinary boom in watches recently. High-end brand mechanical watches, in particular, are being sold at prices far beyond imagination. Some products are so rare that they're barely even available in stores, making them unattainable even for those with the means to purchase them. The current watch industry is dominated by the giant conglomerates Swatch Group and Richemont Group, which control numerous watch brands. Even reputable manufacturers that previously supplied watch movements to numerous brands have been acquired by these large conglomerates. As a result, brands outside of these groups have found it difficult to survive due to a lack of movement supplies, and many brands have become subsidiaries of these conglomerates, causing these groups to grow even larger. Meanwhile, independent watch brands are watchmakers that develop their own products independently of large conglomerates and are able to function as a brand. Oris is one such rare independent watch brand. In the furniture industry, various companies both at home and abroad are repeatedly acquiring brands, forming capital alliances and restructuring groups, and there are fewer furniture brands that are not affiliated with any particular company or that have formed capital alliances. Since its inception, AD CORE DEVISE has followed its own path, maintaining the stance of being a small but independent brand. I believe that Oris felt a sympathy for Adicore, which led to the discussion of this collaboration.
Roberto, Managing Director of Oris Japan, participated in the opening event for the new showroom. Roberto is Italian and we were able to talk to him in fluent Japanese. On display at the AD CORE DEVISE Roppongi showroom is Oris' new watch, the Diver's Date. It features a 39mm stainless steel case, a rotating bezel and a practical 200m water resistance. With a three-link metal bracelet, it's a very orthodox watch that pays homage to the nostalgic design of the 1960s. It's something that seems to be everywhere, yet nowhere else...it feels in line with Adicore's brand concept. While you're browsing the Adicore furniture at the new Roppongi showroom, be sure to also take a look at the new Oris watches. (Developer: Nobuo Takeda)
