Ginza is one of Tokyo’s top shopping destinations, and here are three reasons why it is the perfect place to buy a watch.

Walking through Ginza feels like being surrounded by the very best of global luxury. Along Namiki-dori and Chuo-dori, you will find flagship boutiques of prestigious brands such as Rolex, Cartier, and Bulgari, creating an atmosphere of pure elegance. Even just gazing at the show windows is enough to spark excitement. Ginza’s department stores also feature extensive watch floors, where you can compare models at your leisure and find the one that suits you best. When it comes to shopping for luxury watches, Ginza is the place where you can’t go wrong.

In Ginza, official boutiques of the world’s leading watchmakers are gathered together, offering a secure environment where you can purchase the latest models with complete peace of mind. Their after-sales service is also excellent, making them ideal for choosing a lifelong timepiece. On the other hand, stepping into vintage watch specialists or high-end resale shops may lead you to rare limited editions or pieces you will never see on the regular market.

Most watch stores in Ginza offer tax-free shopping, and with the current weak yen, now is the perfect opportunity to make a purchase at exceptional value. From Japanese masterpieces like Seiko and Citizen to luxury brands such as Rolex and Omega, it is not uncommon to find prices in Ginza more attractive than those overseas.

How about commemorating your trip to Japan with a luxury watch that combines world-class craftsmanship and elegant design? At the official boutiques in Ginza, you can enjoy the peace of mind that comes with purchasing a brand-new piece while experiencing the very essence of Japanese watchmaking. In particular, the flagship stores of globally acclaimed brands like Grand Seiko and Citizen offer a special space where you can fully immerse yourself in their unique world.

Located in Ginza, the birthplace of Seiko, Seiko Dream Square is a special concept shop where you can “see, touch, and experience” the unique world of Seiko’s brands. On the first floor, you will find casual models to enjoy with ease, while the second to fourth floors showcase refined collections such as King Seiko and Presage, each floor offering a different atmosphere. Walking through the store feels like visiting a series of exhibitions.

What the writer finds especially appealing is the opportunity to receive recommendations directly from Seiko’s knowledgeable staff, true experts in the brand. Learning about the history and craftsmanship while choosing the perfect watch for yourself creates an experience filled with both confidence and exclusivity, something only an official boutique can provide.

First launched in 1960, Grand Seiko has grown into one of the world’s most beloved luxury watch brands. In Ginza, you can fully immerse yourself in its charm at two flagship boutiques.

At the Grand Seiko Flagship Boutique Ginza, located inside the iconic Wako building, you will be captivated by a dazzling circular showcase displaying one of the world’s largest selections, from the latest models to exclusive limited editions.

一方「銀座並木通り」店では、2階に設けられた格子の光が美しいラウンジで、ゆったりと時計を選べる贅沢な体験が可能。セイコーを代表するブランドの世界観に浸りながら、自分にとって特別な一本と出会える空間です。

This flagship store brings together Citizen’s main brands, making it an unmissable destination for watch enthusiasts. Inside, you will also find leading names from the Citizen Watch Group such as Frederique Constant and Bulova, allowing you to explore and compare an extensive range of collections.

What impressed the writer most was the presence of multilingual staff who can explain the appeal of each product not only in Japanese but also in English and Chinese. This ensures that visitors from overseas can feel completely at ease while carefully choosing the watch that best suits them. It is a shopping experience full of trust and hospitality, perfectly fitting for the international atmosphere of Ginza.

In Ginza, you will find flagship boutiques of renowned Swiss brands such as Rolex and Omega, along with salons representing some of the world’s most celebrated luxury watchmakers. Step into these sophisticated spaces and choose the timepiece you have always dreamed of.

On the second floor of the Wako Main Building, the Wako Watch & Jewelry Square houses a dedicated salon for Credor, Seiko’s pinnacle line of dress watches. Each timepiece on display embodies the essence of Japanese aesthetics, with masterful craftsmanship hidden within their ultimate simplicity. The moment you hold one in this elegant, refined space, you will be struck by the delicacy and beauty of its finish. Since Credor is available only through authorized dealers, the Ginza salon is truly the best place to experience this exceptional brand.

Founded in 1966, the Swiss brand Century is renowned for its use of sapphire, a material of pure transparency and second only to diamond in hardness, to create unmatched brilliance through a fusion of originality and traditional cutting techniques.

A highlight at the Ginza boutique is the limited-edition model STARLIGHT 607.92.S.M3R.112.D.RX2 (583,000 yen). Its light pink sapphire case enhances elegance and femininity, while the dark gray satin strap tempers the sweetness with a dignified presence, radiating sophistication. Even through the showcase, the way the light shimmers three-dimensionally is something you must experience firsthand at the boutique.

When it comes to mechanical chronographs, Breitling is the name that stands out. In Ginza, there are two official boutiques of this immensely popular brand, both must-visit destinations for watch enthusiasts.

The Breitling Boutique Ginza, located along Chuo-dori, is an impressive three-story space where the latest models are on full display. As a pioneer in chronographs, Breitling offers the luxury of experiencing its precision firsthand in a spacious and refined salon.

Meanwhile, at the Breitling Boutique GINZA SIX, around 150 timepieces are showcased at all times. It is also the only location in Japan that carries original DEUS × BREITLING goods. Whether you are a watch aficionado or simply seeking exclusive items, these two Ginza boutiques should not be missed.

Located on Namiki-dori, the U-collection Ginza Main Store is a specialty shop for parallel-imported watches, boasting an impressive selection of over 1,000 pieces at any given time. The moment you step inside, the sight of watches lined floor-to-ceiling along both walls is overwhelming, as if you were peeking into a collector’s secret room.

The lineup is remarkably diverse. From Omega’s precision engineering and sporty designs, to Bulgari’s glamorous creations as a jewelry brand, and Chopard’s elegant, art-inspired models, it is impossible not to be dazzled. The store also offers a wide range of refined fashion watches from brands like Gucci, Ferragamo, and Versace, making it easy to find something that matches your style, whether luxury or casual.

Since the store deals exclusively in brand-new pieces, it is the perfect destination for those who wish to become the very first owner of a lifelong timepiece.

In Ginza, you will find specialty shops dedicated to vintage and pre-owned timepieces from top luxury brands such as Rolex and Cartier. All of the stores introduced here also offer tax-free shopping, making them excellent options for international visitors.

Founded in 2016, Commit Ginza is a specialty watch store located on the street level in Ginza 1-chome. Stepping inside, you will be struck by the impressive lineup of high-end models from world-class brands such as Patek Philippe and Rolex. In addition to selling both new and pre-owned timepieces, the shop also handles trade-ins, buybacks, and consignment sales, making it a true hub for watch enthusiasts.

What adds even more peace of mind is the presence of multilingual staff. With attentive service available in English and Chinese as well as Japanese, travelers can shop here with complete confidence. If you are looking for high-end models in Ginza, this is a shop you simply cannot miss.

PREMIER VALUE SHOP is a specialty store for luxury watches, brand-name bags, and fine jewelry. Inside the showcases, you will find iconic pieces from Rolex, Audemars Piguet, Patek Philippe, and more, displayed with elegance, inviting you to take your time comparing each model.

What the writer finds especially appealing is the store’s clear pricing policy, which aims to offer the “lowest prices in Japan.” Staff even encourage customers to consult with them if they find a lower price elsewhere, ensuring you can make your purchase with complete confidence. With some extra time, you might explore other shops around Ginza and then return here to make your final decision, a smart way to shop that this store makes possible.

Located in the heart of Ginza, The GINZA PREMIUM is a comprehensive duty-free store offering not only watches but also accessories, regional Japanese sweets, and souvenirs. The shop is bustling with international visitors, and its showcases are filled with a wide selection of luxury timepieces. With such an extensive lineup of brands, it is an ideal stop during your travels.

What makes it especially appealing is the extra value: in addition to tax-free shopping, you can also use an 8% discount coupon. Being able to purchase your dream watch under such favorable conditions is a major attraction of this store.

Located right in front of JR Yurakucho Station, the BicCamera Yurakucho Store offers a surprisingly extensive watch selection that goes far beyond the typical image of an electronics retailer. What truly stands out is the sheer scale: more than 60 brands and over 8,000 new timepieces are kept in stock, making browsing the showcases an exciting experience in itself.

Since 2025, the store has also carried pre-owned watches, featuring 13 brands including popular names like Rolex and Cartier. This allows shoppers to compare both new and used models side by side before making a decision.

In addition to tax-free shopping, visitors can take advantage of discount coupons of up to 7%, making it the perfect place to hunt for your dream watch wisely and at great value.

When buying a watch in Ginza, it is reassuring to check in advance about tax-free procedures and whether reservations are required. For popular brands, entry restrictions or numbered tickets may apply, so it is best to confirm before your visit. Preparing wisely will bring you much closer to finding your ideal timepiece.

Watches fall under the category of “general goods.” This means they are treated the same as clothing or bags, and purchases totaling 5,000 yen or more before tax at a single store qualify for tax exemption. However, if combined with “consumable goods” such as cosmetics or food, the total exemption limit is capped at 500,000 yen before tax. While these rules are currently in place, a revision of the system is scheduled for November 2026, so it is wise to check the latest information in advance.

At certain boutiques, such as Rolex Boutique LEXIA, reservations may be required even just to view the displays. Floors featuring particularly popular models often fill up quickly, so making a reservation through the official website before your trip is highly recommended.

Ginza is a watch lover’s paradise where the world’s top brands come together, but it also offers the joy of strolling through elegant streets. Touring refined boutiques and pausing for a break at historic cafés along cobblestone alleys creates an experience that goes beyond shopping. Use the stores introduced in this article as your guide and set out to find a special watch that will mark your journey. The timepiece you discover in Ginza will surely become a treasure that enriches your life.