AXIS in the Quiet Light of Autumn
Founded in 2022, I.TARU is a Japanese mechanical watch brand. I’m Ishida, the founder of I.TARU.
There is something uniquely serene about the light of autumn.
Unlike the strong sunlight of summer,
it feels softer and calmer.
And when you look at a watch in that light,
you begin to notice a different side of it.
With that feeling in mind, we have created the “I.TARU Autumn Short Movie 2026,” featuring our new model, AXIS, set against the atmosphere of autumn.
AXIS features yellow-gold-colored stainless steel and a distinctive center-open design that reveals the movement beneath, along with its intricate engraving.
Beyond the movement itself,
I hope you will notice how the colors and textures of the metal shift with the light,
and how the engraving reveals different expressions in every detail.
I filmed this short movie myself.
One of the questions I had in mind was:
How could I capture the feeling of autumn sunlight on film?
Rather than relying solely on natural light,
I used multiple light bulbs together with a macro lens
to carefully shape the light falling across AXIS.
I also incorporated reflections through glass, reminiscent of the surface of water, to create a sense of depth within the stillness of the scene.
The music, “Silhouette,” was provided by Seiji Takahashi, who has also contributed music to our previous I.TARU short movies.
If our only purpose were to introduce the watch itself,
there would be much that could be conveyed through photographs and specifications alone.
But when the light moves,
the movement comes to life,
and music enters the scene,
I believe something different can be felt—something that images and specifications alone cannot convey.
I.TARU Autumn Short Movie 2026.
The movie is as follows;
https://cdn.shopify.com/videos/c/o/v/c3c8ee83475b4234b013efb616b22610.mp4
It is only a short film,
but I hope you will enjoy discovering a new expression of AXIS
along with a quiet moment of autumn.
The movie will also be available on the I.TARU website at a later date.
I.TARU
Ishida