Orient Tone of Voice — Japanese & Value

Tagline: "Move to Your Own Beat"

Industry: Watches

Sector: Luxury

How Orient Communicates

Orient ties mechanical watches to honest value. "Move to Your Own Beat" frames the Japanese brand around quality automatic watches at down-to-earth prices — Japanese, value-driven, mechanical. The voice is value-mechanical and unpretentious, selling real mechanical watchmaking to enthusiasts who want the charm of an automatic movement without the premium price, a quiet favourite for those in the know.

Tone Words

Orient's brand voice is defined by the following tone words: Japanese, Value, Mechanical.

Communication Style

Language Style: Value-mechanical
Sentence Type: Command
Tense: Present
Expression: Imaginative

Orient Brand Story

Orient makes in-house mechanical movements accessible, a rare achievement at its price point. The Bambino dress watch became a bestseller for those wanting mechanical quality affordably. Japanese manufacturing and Seiko Epson ownership ensure quality. The brand serves watch enthusiasts seeking value without compromise.

Brand Message

Quality mechanical watches at honest prices

Brand Mission

Making mechanical watchmaking accessible

Brand Positioning

Core Concept: Value-oriented Japanese mechanicals

Central Tension: Quality vs. Price

About Orient

Orient and Orient Star are Japanese mechanical watch brands owned and operated by Seiko Epson. Established in 1950 as an independent watchmaker, Orient Watch Co., Ltd. (オリエント時計株式会社, Oriento Tokei Kabushiki-gaisha) primarily manufactured mechanical watches (self-winding & hand-winding), but also produced quartz, light-powered (solar) and radio-controlled models. Wristwatches produced by the company had been marketed under the Orient brand (Orient, Orient Star, Orient Star Royal, Royal Orient). Outside of the main business, in the 1990s, the company diversified its business by manufacturing electronic components for Epson printers. To strengthen production of piezoelectric inkjet printheads for Epson, Orient Watch and Epson deepened their capital alliance, and Orient Watch became a functional subsidiary of Epson in 2009. Its watch business operation was fully integrated into Epson in 2017. Orient Watch products are primarily manufactured in Japan, with movements produced in-house by Akita Epson Corporation (formerly Akita Orient Precision Instruments Co., Ltd.) in Yuzawa, Akita Prefecture. Some of its low- and mid-range models are manufactured at Epson's subsidiaries in Thailand and China...

Frequently Asked Questions About Orient

What is Orient's tone of voice?

Orient uses a japanese, value, mechanical tone of voice. Their communication is value-mechanical, typically using command-style sentences in the present tense. Their tagline "Move to Your Own Beat" exemplifies this voice.

How does Orient communicate with customers?

What is Orient's brand message?

Orient's core message: Quality mechanical watches at honest prices Their mission: Making mechanical watchmaking accessible

What is Orient's slogan?

Orient's slogan is "Move to Your Own Beat". It carries their japanese, value, mechanical voice.

What is Orient's mission?

Orient's mission: Making mechanical watchmaking accessible

What makes Orient's brand voice unique?

Orient stands out through their japanese, value, mechanical communication style. Their central brand tension, "Quality vs. Price", shapes how they communicate across the Luxury sector.

What language style does Orient use?

Orient uses value-mechanical language, with imaginative messaging, in command-style sentences, using the present tense.