Best Sales Co., Ltd. (Head Office: Chiyoda-ku, Tokyo, President: Mitsutaka Ishida), which operates the watch specialty store "ISHIDA," has officially signed a direct partnership agreement with the leading British luxury watch brand "BREMONT" for the Japanese market. In conjunction with this, full-scale deployment and operations in the Japanese market will commence in July 2026. Championing the brand's core philosophy of "Next Standard Luxury," ISHIDA will deliver BREMONT's powerful brand identity and exceptional timepieces to watch enthusiasts across Japan. By establishing a direct partnership with BREMONT, ISHIDA, which has built an unshakeable position in the Japanese luxury watch market, will realize a seamless and premium service system that directly reflects the vision of the UK headquarters. We will provide customers with an unprecedented and special brand experience. ■ Background: The Significance of Presenting "Next Standard Luxury" to the Japanese Market Twenty years ago, young business professionals aspired to brands like Rolex and Omega, thinking, "This is standard luxury." However, due to the continuous price surge in the watch market in recent years, these timepieces have gradually become unattainable, even causing concerns about a "drift away from mechanical watches" among younger generations at one point. But today, a very interesting change is occurring. Many young people who first experienced smartwatches are rediscovering the charm of traditional watchmaking and are voluntarily returning to mechanical watches, drawn to "authentic craftsmanship" and the "rich stories woven into them." What we should present to the Japanese market now is precisely "Next Standard Luxury," an option that perfectly fits the lifestyle and values of this new generation. As a brand born in Britain, the birthplace of modern watchmaking and home to the Royal Observatory Greenwich, the origin of time, BREMONT carries a grand historical legacy and holds the potential to lead t