H&M'S WatchStore, a time-themed concept watch store, will open a new store, "h&m's archive," at its Lumine Est Shinjuku store on March 19th.

H&m's Archive is a revolutionary watch specialty store based on the concept of "making the module of time," archiving and conveying the ever-passing moment by moment.


The watches we have encountered on our travels around the world have untold stories hidden behind the brand's design and engineering. As a place where we can continue to tell the stories of these "items," the store displays the books, films, paintings, music, and fashion that have influenced each designer. You can enjoy shopping in a museum-like space.

Brands we carry include Ice-Watch, Komono, Olivia Burton, Daniel Wellington, Mockberg, Lapus, Pict, Arc Collective, Mumm, Tid Watches, Domeni Co, D1 Milano, William L 1985, and iam.



■ Three new brands launch in Japan

In addition, with the opening, three brands will begin full-scale operations in Japan. Customers will be able to experience original and unique imported brands like never before in Japan.

The brands are Hong Kong designer watchmaker ANICORN, ANICORN's new collaborative label the trio of time, and I AM, an up-and-coming brand launched in Italy in 2019.


Anicorn

Based on the concept of “to be less & more”, the watch features a unique three-layer disc time display inspired by the simplicity and practical functionality of modern architecture and 20th century industrial design. This collaborative design between Anicorn and NASA, which is celebrating the 50th anniversary of the moon landing, will be available in Japan for the first time.


I AM

The brand made a stunning debut with the concept of "updating the watch brand!" and has been gaining popularity among teenagers through product introductions on YouTube and collaborations with YouTubers.


The Trio of Time

Under the concept of “1 City 1 Designer 1 Watch”, we are creating a unique and original world by presenting watches that express each designer's perspective on time in collaboration with designers from around the world.

These brands will be available in participating stores and online from March 19th.