[I.TARU] How Customer Feedback Shaped AXIS LIGHT

[I.TARU] How Customer Feedback Shaped AXIS LIGHT

I'm Ishida, owner of I.TARU, a Japanese automatic watch brand established in 2022.

Alongside the launch of AXIS at the end of June, we are also introducing a new collection: AXIS LIGHT.

Today, I'd like to share the story behind this model and explain what makes it unique.

Many owners of our blue sunray dial model, the I.TARU CLASSIC, have chosen to replace the original strap with a NATO strap.

This is understandable. NATO straps are lightweight, breathable, durable against sweat, and comfortable for a wide range of wrist sizes. They are an excellent option for everyday wear.

At the same time, I.TARU's mission has always been to create watches that help leave a positive impression in professional and business settings.

As we listened to feedback from our customers, we began searching for a new approach—something elegant yet bold, while remaining practical and accessible.

Around that time, RENAUTUS Co., Ltd., with whom we previously collaborated on the I.TARU CLASSIC GAUGE, introduced a new platform designed to appeal to a broader audience.

We were fortunate to be invited to develop an OEM version for I.TARU.

However, we felt it was important that the watch should not simply be another model added to our lineup.

It had to reflect the voices of our customers.

To achieve this, we conducted extensive wear testing with Japanese men and women, particularly those with smaller wrists.

During testing, we repeatedly heard comments such as:

• NATO straps can sometimes appear too bulky.

• Traditional leather straps feel too stiff.

• Softer leather straps often raise concerns about durability.

After evaluating numerous options, we arrived at the solution: the Perlon strap.

With a thickness of only about 1 mm, it offers exceptional comfort and lightness while allowing highly precise adjustment for virtually any wrist size.

AXIS LIGHT is powered by the MIYOTA 90S5, a movement originally designed for open-heart watches.

For this collection, we chose a full-skeleton configuration.

Combined with a specially machined dial featuring delicate circular patterns, the watch changes character depending on the angle of light.

This creates an elegant visual experience rarely seen within this price range.

In an era where smartwatches continue to grow in popularity, we believe AXIS LIGHT offers a different kind of value—one that celebrates

 the beauty, craftsmanship, and enjoyment of mechanical watchmaking.

I.TARU

Ishida

Back to blog