Will 2026 Be Credor’s Year?
As a new year begins, it’s always fun to think about which brands are poised to do something meaningful over the next 12 months. Obviously, every brand starts with high hopes and great intentions, but inevitably there are just a few who really become conversation drivers in the industry. It can be fun to speculate who is in a good position to do that. Lots of time, it will be a brand in the midst of a big anniversary celebration (Vacheron Constantin and Breguet in 2025 were great examples of this phenomenon). I’d like to posit that another way a brand can make a big splash is by simply having a presence at Watches & Wonders in the spring – any brand making their first appearance at the show is going to have a great deal of attention thrust upon them. This year, Audemars Piguet makes their first appearance at the show, and of course everyone will be keeping an eye out. But everyone’s always keeping an eye out for AP. I’m more interested in another brand coming to the Palexpo for the first time: Credor. Credor of course is part of the Seiko family, and can be thought of as the high end, artistic, and craft forward expression of the watchmaking family. Credor’s watches are uncompromising and beautiful, but they are wildly underseen. They are rare, of course, and tough to find outside of Japan (similar to Grand Seiko a decade ago) but they also require a bit of a learning curve in how collectors and enthusiasts understand what the brand is all about. And that’s...
Fratello
