If you're looking for a luxury wristwatch, Shinjuku, especially the East Exit area, is a place you shouldn't miss. This area is home to Kabukicho, one of Japan’s largest entertainment districts, where the active buying and selling of high-end watches and luxury goods has led to a concentration of pawnshops and secondhand stores. Over time, it has transformed into a highly competitive zone lined with high-end pre-owned boutiques.

As you walk from the East Exit toward Kabukicho, you'll come across a series of secondhand shops carrying in top-tier brands, and the sheer volume of inventory is truly impressive. Each store is designed with comparison shopping in mind, allowing you to take your time examining the differences and conditions of each model. Because luxury items are traded so frequently in this area, both the quality and quantity are outstanding. For those searching for a rare piece or a one-of-a-kind watch to cherish for a lifetime, Shinjuku is highly recommended.

“BEST VINTAGE Shinjuku” is a hidden gem located in the basement of the luxury watch store ISHIDA Shinjuku. Although it's a secondhand shop, its collection is nothing short of overwhelming. As you descend the stairs, you're immediately greeted by rare models from world-renowned brands like Rolex and Cartier. Vintage watches no longer available through official channels are beautifully displayed in glass showcases, creating an atmosphere that feels like a museum.

The staff provide attentive service and are well-versed in their field, answering detailed questions such as “What era is this model from?” or “Has it been repaired?” with confidence and clarity. This shop is truly a hidden gem for enthusiasts looking to discover a one-of-a-kind piece.

One feature that tourists will find especially convenient is the QR code displayed next to each watch. Subtly placed beside the tag, scanning it with your smartphone takes you directly to the product page, where you can view detailed information like specs, year of manufacture, and condition. Even if you're not confident in Japanese, using a translation app allows you to understand everything clearly, making it easier to feel confident and informed when making a high-value purchase.

If you're on the hunt for a Rolex, “GINZA RASIN Shinjuku Store” is definitely a place to check out. Conveniently located near Shinjuku Sanchome Station, its easy access is another plus. Inside, you'll find neatly arranged showcases filled with iconic Rolex models, including the coveted Day-Date, Daytona, and Submariner.

With over 500 watches in stock at all times, the selection is nothing short of impressive—it truly feels like a luxury watch gallery. One standout feature is the strong lineup of women’s models. There’s a wide range of sizes and designs, which pleasantly challenges the common perception that Rolex mainly caters to men.

The staff are also exceptionally polite and responsive, handling questions in English with ease. Despite being a high-end watch store, the atmosphere is relaxed, and the staff greet inquiries with friendly smiles, creating a friendly and approachable experience. For international visitors, the availability of tax-free shopping adds another layer of reassurance.

Just a few minutes on foot from Shinjuku Station’s South Exit, “GMT” is a refined watch specialty store quietly located in a calm area surrounded by high-rise buildings. With its sleek exterior and sophisticated atmosphere, it quietly invites in those who are truly searching for a quality timepiece. It is a hidden gem known among watch enthusiasts.

Inside, the store feels like a high-end lounge with a clean white interior. The quiet and elegant environment naturally encourages you to stand a little straighter. Prestigious brands such as Patek Philippe, Panerai, Rolex, and Omega are all on display, offering a wide selection that includes both rare limited editions and timeless favorites.

One particularly impressive feature is their customer service style. If you prefer, you can be shown to a private room where you can take your time and carefully consider your options in a quiet, private setting. When making a high-value purchase, being able to choose in such a calm and thoughtful environment is truly a luxury worth experiencing.

If you're serious about exploring pre-owned luxury watch shops, it's worth taking a short trip from Shinjuku to Nakano, just one stop away on the JR Chuo Line, to visit “JACKROAD,” a store that's become something of a legend. This renowned store is a favorite among watch enthusiasts and has welcomed many celebrities and influencers, making its popularity undeniable.

The shop is located inside Nakano Broadway, a famous hotspot for anime and manga lovers. Amid a sea of figure shops and niche bookstores, JACKROAD stands out with a striking presence that immediately catches your eye.

Inside the showcases, you’ll find top global brands such as Rolex, Omega, Chanel, TAG Heuer, and Tudor. With more than 6,000 watches in stock at all times, the sheer variety and range of prices are outstanding. From first-time buyers to seasoned collectors, everyone can enjoy browsing the massive selection.

One of the store’s standout features is its strong language support. In addition to native-speaking staff in Chinese, Korean, and Thai, there are also many team members who can assist in English. This creates a supportive and welcoming environment for international visitors who may be worried about the language barrier when shopping in Japan. If a watch catches your eye, don’t hesitate to ask the staff for help. They’ll guide you toward a piece you can feel confident about.

Located just a short walk from Shinjuku Station’s East Exit, “ISHIDA Shinjuku” is one of Japan’s largest official watch specialty stores. Despite its central location, it offers a calm and refined atmosphere away from the surrounding bustle. Spanning five floors, the store features top domestic and international brands on each level, creating a space where simply browsing the showcases feels exciting.

As you step inside, you’re greeted by the gentle sound of jazz. The space is calm and refined, designed to help you focus on the watches and enjoy your time with them. It isn’t flashy, but instead offers a quiet, high-quality atmosphere where you can truly take your time. Despite its elegance, the store doesn’t feel overly formal. The staff are friendly and welcoming, creating a relaxed environment even for first-time visitors.

No reservation is required, and when I stopped by, I saw many people casually dropping in, including tourists and those stopping by after work. One of ISHIDA Shinjuku’s biggest strengths is that it’s a luxury store where you can walk in wearing casual clothes and still feel completely at ease.

Isetan Shinjuku, a flagship department store that represents the heart of Shinjuku, is far more than just a destination for fashion and cosmetics. In March 2024, its watch floor on the 5th floor of the main building underwent a major renovation, transforming it into a must-visit spot for watch enthusiasts in its own right.

The newly redesigned floor brings together boutiques from some of the world’s most prestigious brands, including Breguet and Hublot, each with its own distinct atmosphere. Simply browsing the showcases is enough to be captivated by the artistry and craftsmanship on display. While the setting is undeniably luxurious, the staff provide gentle and attentive service, allowing you to take your time and choose a watch without feeling any pressure.

Finding a special timepiece for yourself in such an elegant space, filled with the tradition and refinement of Isetan, becomes a memorable part of your trip. For those looking to enjoy a truly luxurious shopping experience, this store is a perfect choice.

If you're hoping to score a great deal on a quality watch while sightseeing, “Don Quijote Shinjuku Kabukicho Store” is highly recommended. There are several Don Quijote locations in the Shinjuku area, but after personally visiting them, this one stood out the most in terms of selection and experience.

Take the elevator to the 4th floor, and as soon as the doors open, you're greeted by a sprawling watch section that instantly lifts your excitement. Among the many brand areas, the watch section is impressively spacious. The lineup includes new models from Japanese brands like Citizen and Seiko, as well as international luxury names such as Chanel, Gucci, and Versace.

Even if the wide variety feels overwhelming, the staff are happy to assist. Just ask, and they’ll carefully show you pieces from the showcases and explain details like feel and specs. Nearly all of the signs and promotional materials are written in English and Chinese, which helps first-time visitors to Japan shop with ease.

Located right in the heart of Kabukicho, the store is open around the clock. It's a perfect stop if you want to enjoy some late-night shopping or save your watch hunt for the final highlight of your trip.

While Bic Camera is often associated with electronics, the “Bic Camera Shinjuku East Exit Store” is a must-visit if you're particular about choosing the right watch. I visited the store myself during research, and was genuinely impressed by how well-stocked it was.

The watch section is located on the basement floor (B1). As you step in, you’ll find showcases filled with leading Japanese brands like Seiko, Citizen, and Casio. From memorable Japan-themed designs to highly practical casual watches, the store offers a wide range of options in the 10,000 to 30,000 yen range, making it easy to find something that suits both your taste and budget.

What stood out the most was how each brand had its own dedicated counter. Specialized staff were stationed at each one, ready to answer detailed questions about model differences, features, and each brand’s unique qualities. I was honestly impressed by how thoroughly the staff explained everything.

On top of that, the store also offers strong multilingual support. Staff who speak English and Chinese are available, making it easy for international visitors to shop with confidence.

BicCamera Tax-Free & Special Discount Coupons

A large-scale secondhand store in Shinjuku offering a wide selection, especially focused on luxury watches.

Carries used models from popular watch brands, ideal for those who care about rarity and condition.

Offers everything from casual models to practical everyday watches, making it an easy stop for a relaxed visit.

Watches are included as tax-free items classified as “general goods.” However, if you purchase them together with “consumables” like food or cosmetics, the total value of all items combined must be under 500,000 yen before tax to qualify for tax exemption. Please note that the tax-free system is scheduled for revision in November 2026, and the conditions may change. As of the time this article was written, these rules were still in effect. It is recommended to check the latest information before your trip.

Shinjuku is an area with many secondhand watch shops clustered together. Especially around the East Exit, in addition to well-known stores, there are many small, independently run shops. Exploring beyond the stores listed in this article might help you stumble upon the perfect watch.

Shinjuku is home to several large department stores beyond just Isetan, including Keio Department Store and Takashimaya Shinjuku. Each has a dedicated and well-stocked watch floors. It’s a great idea to stop by while shopping or dining to compare the brands and models that catch your interest.

Shinjuku is one of Tokyo’s top shopping districts, offering everything from official luxury brand boutiques to secondhand shops and discount stores, covering all styles of watches. If you’re aiming to find rare models or snag a great deal, the key is to efficiently explore stores by taking advantage of each shop’s unique features. Use this guide to help you find your one-of-a-kind watch and turn your shopping trip into a memorable experience!