In recent years, economic pressures have seen numerous Japanese watch brands send the production of their devices overseas, forcing the closure of domestic plants that had long upheld Japan's watchmaking tradition. To preserve this heritage, Hiromitsu Endo enlisted plants that had lost major contracts to launch a brand rooted in the appeal of the "Made in Japan" mark. With some 6,000 custom designs, and the creative use of traditional crafts, the brand is winning many fans in Japan and overseas.