FamilyMart Partners With Citizen Watch Co to Launch High Performance Wristwatches for Convenience Wear Line

FamilyMart expands its 20 billion yen Convenience Wear line with new Citizen-designed watches and 80s-inspired apparel, targeting tourists and fashion fans.

By: AXL Media

Published: Apr 7, 2026, 6:26 AM EDT

Source: Information for this report was sourced from Japan Today

A Strategic Leap Into Timepiece Retail

FamilyMart Co is officially venturing into the horological market by introducing wristwatches to its successful Convenience Wear collection, marking a significant evolution for the retail chain's lifestyle brand. Developed in technical collaboration with the renowned Citizen Watch Co, these timepieces are scheduled for release on April 17 with a retail price of 1,998 yen. This development underscores the company's ambition to push beyond the traditional boundaries of convenience store inventory, transforming a space typically reserved for snacks and essentials into a destination for functional, branded fashion.

Technical Specifications and Aesthetic Heritage

The new watch lineup features two distinct variations that pay homage to the corporate identity of the convenience chain by subtly integrating its signature colors into the hands and straps. Despite the accessible price point, the watches boast 10 ATM water resistance, offering a level of durability that appeals to both daily commuters and travelers. To further celebrate the 45th anniversary of the company's founding, FamilyMart is also refreshing its flagship apparel items, releasing new designs for socks and handkerchiefs that draw inspiration from both the current logo and the original 1980s branding.

The Rise of High Street Convenience Fashion

Since its inception in 2021, the Convenience Wear brand has achieved an unexpected level of cultural relevance, largely propelled by the viral success of its iconic green-and-blue-striped socks. The brand has moved from being a utility purchase to a fashion statement, with approximately 33 million pairs of socks sold to date. High-profile endorsements from Japanese celebrities like Takuya Kimura have solidified the line's trendy status, while foreign tourists increasingly view these items, alongside foldable umbrellas and stylish undergarments, as quintessential and affordable Japanese souvenirs.