FamilyMart Partners With Citizen for New Watch Line as Convenience Wear Sales Hit 20 Billion Yen

FamilyMart expands its 20 billion yen Convenience Wear brand with new Citizen watches and designer accessories as the chain eyes major retail growth in Japan.

By: AXL Media

Published: Apr 5, 2026, 7:18 AM EDT

Source: Information for this report was sourced from The Straits Times

Strategic Expansion Into Portable Timepieces

FamilyMart has announced the launch of its inaugural wristwatch, a strategic addition to its rapidly growing Convenience Wear category. Created in partnership with the renowned manufacturer Citizen Watch, the timepieces feature 10 ATM water resistance and are designed to subtly mirror the convenience store’s signature color palette on the hands and straps. Scheduled for release on April 17, the watches are priced at 1,998 yen, roughly S$16.11, positioning them as an accessible accessory for the chain's diverse customer base. This move signals the operator's intention to move beyond basic textiles into more complex consumer electronics and hardware.

Commemorating Four Decades of Brand Heritage

To coincide with the 45th anniversary of the company's founding, FamilyMart is also introducing nostalgic updates to its core textile offerings. New designs for the brand’s flagship socks and handkerchiefs will feature color schemes inspired by the original 1980s logo as well as the contemporary branding used today. This focus on heritage and high-concept design has helped the Convenience Wear line transition from emergency purchases to deliberate fashion choices for Japanese consumers. The brand has even received high-profile visibility through sightings of celebrities like Takuya Kimura wearing the iconic green-and-blue-striped products.

The Architect Behind the Convenience Fashion Movement

The aesthetic success of the brand is largely attributed to the collaboration with Tokyo-born fashion designer Hiromichi Ochiai. Known as the founder of the Facetasm label, Mr. Ochiai has worked with FamilyMart since the brand's inception in 2021 to ensure that items like shirts, underwear, and umbrellas meet trendy, modern standards. This designer-led approach has proven particularly lucrative, as evidenced by the 2025 release of sunglasses which saw an initial production run of 30,000 units sell out almost immediately. For 2026, the company has expanded the eyewear selection to include new variations such as brown mix and clear brown.