Exploring Orient iO – A Tale of Two Watch Lines?

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!