Orient is known for making fine watches, yet often having a bit of confusion
surrounding their history, design choices, or even naming conventions. But
every now and then, they outdo themselves by creating two entirely different
watch lines under the same name – which seems to be the case with "iO".
Yes, iO is one collection, but depending on where you look, you may get
a very different idea of what that means.
The Website iO – A Women’s Collection of Petite Solar Watches
First, let’s take a look at the Orient website, where iO is positioned
as a women’s brand. The name comes from the Italian word for “I,” (says the
website) reinforcing a theme of personal style and treasured things. The
watches in this version of the collection are all solar-powered quartz models
with sapphire crystal, designed for everyday elegance with a bit of “adult
cuteness” (as Orient describes it).
The lineup consists of:
- 12 watches with round, 28mm cases
- 1 smaller round model at 25mm
- 3 watches with tonneau-shaped 24mm cases
They vary in dial colors, bracelets, and overall styling, but all stick
to the same delicate sizing and refined design. These are very much in the vein
of what one might expect from a classic ladies’ watch collection.
That all seems simple enough. Until we visit Orient’s online store…
The Online Store iO – A Customizable, Gender-Neutral Line
Click over to Orient’s official online store, and suddenly, iO becomes a
completely different animal. Even the
unique "iO" logo from the ladies' collection page disappears.
The description now tells us that iO is about self-expression and
inclusivity, a watch line that encourages individuality, allowing customers to mix
and match cases and bands freely, targeting both male and female consumers.
Even the watch selection changes:
- Four 36mm time-and-date models
- Two 38mm chronographs
- A selection of nine different strap colors
The focus shifts to customization,
with quick-release straps that let wearers swap styles on the go. The dials
also take on a more conceptual aesthetic, inspired by the changing colors of
the sky throughout the day, from warm sunrise tones to cool twilight shades.
And if that wasn’t enough variation, the Epson corporate website
(remember, Orient is part of Epson) echoes this newer, all-gender, customizable
version of iO, even emphasizing its environmentally friendly aspects, like recycled
packaging.
So… Which iO is It?
Now, this isn’t the first time Orient’s branding and marketing have sent
us on a mystery-solving adventure (is it "Classic and Simple" or
Bambino…?). But in this case, it seems like we are witnessing a transition in
progress.
Most likely, iO started as a women’s collection and later evolved into a
modern, gender-neutral customizable series. The issue is that the old branding still
lingers on the website, while the store and Epson’s corporate messaging have
moved on.
This isn’t a huge deal – after all, the watches speak for themselves and
easy to tell apart. Whether you prefer petite, elegant designs or versatile,
mix-and-match options, there’s an iO model to suit different tastes. But a
little more consistency in the messaging wouldn’t hurt!