Nova Dona Autodate – Japan's first magazine project watch – ETA 2824-2, exhibition case back – Serviced early 2026

This watch was never sold commercially. It was designed by the editorial team of a Japanese magazine and given away to its readers by lottery – and it marks the beginning of a phenomenon that probably only exists in Japan.

The Magazine Project Watch

In the early 1990s, the lifestyle magazine Begin (Sekai Bunka-sha publishing house, since November 1988; its watch features later grew into the independent Tokei Begin) did something a regular watch company would never have thought of: The editorial team designed their own watches, had them manufactured, and raffled them off to readers via order cards in the magazine. No distribution, no retail, no brand in the usual sense – an enthusiast project by journalists for readers.

From this approach, the systematized series Incipio (インキピオ) emerged starting in October 1994, which can be precisely dated based on preserved warranty cards: Incipio I in October 1994, Incipio II in January 1995, followed by a whole series over the years up to Incipio XII, as well as named versions such as Zerograph, Super Precision, Dive 1/300, 200GAUSS, Scientific, and Cobra. Swiss ETA movements were used, and production runs typically ranged from 300 to 400 pieces. The Japanese collector scene mockingly-affectionately dubbed these undisguised homages "Inchiki-ō" – a play on words with inchiki, meaning "hoax." Sought-after models are now coveted collector's items.

Nova Dona (ノバドナ) stands at the beginning of this genealogy. According to reconstructions by Japanese collectors, it originated even before the small-series Tulip, which editorial staff are said to have built in only about twenty copies – and thus as the earliest known precursor to the later Incipio series, probably from the early 1990s.

We openly state what is not documented: sales period, number of units, and original retail price are unknown. A dating to 1991, occasionally mentioned, cannot be substantiated. It is only certain that Nova-Dona watches appear significantly less frequently than later Incipio models – which suggests a small production run, without a number that can be seriously claimed.

The Autodate Model

The known examples are remarkably uniform: 34mm steel case, approximately 43mm lug-to-lug, screw-down crown, exhibition case back, black dial with "30M" designation. This example fits this description with a diameter of 33.5mm, 41.8mm lug-to-lug, 11.3mm height, and 18mm lug width.

In terms of design, the Autodate is closer to the vintage Tudor Ranger than to the often-mentioned Explorer – complemented by quoted details such as Mercedes hands, a date cyclops, and the tongue-in-cheek dial text "SUPERLATIVE AUTOMATIC". This very conscious, self-ironic pastiche is what the series later became known for. The watch doesn't pretend to be something else; it bears its own name on the dial and visibly plays with its inspirations.

The Movement

The Swiss ETA 2824-2 is documented for this series – 25 jewels, 28,800 vibrations per hour, automatic winding with manual winding capability and quick date correction. The markings on the case back of this example align with this: STAINLESS STEEL · WATER RESISTANT · INCABLOC · 25 JEWELS AUTOMATIC, and the gilded oscillating weight is signed 25 JEWELS SWISS MADE through the exhibition case back.

The 2824-2 is one of the most widely produced automatic movements ever and can still be serviced by any watchmaker worldwide today – an argument that only becomes more important over the years for a watch without manufacturer service.

Serviced

The watch was fully and professionally serviced in early 2026.

Design and Character

The matte black dial combines large Arabic numerals at 12, 3, 6, and 9 with slim baton indices in between – the classic field logic aimed at maximum legibility. The numerals and indices are in a warm cream tone, which gives depth to the dial and softens the contrast compared to pure white. The date window is at 6 o'clock, maintaining symmetry.

With a diameter of 33.5 mm and a lug-to-lug of 41.8 mm, the watch wears classically understated; the relatively long lugs ensure that it still shows contour on the wrist. 49 grams on the new black leather strap. The exhibition case back is the real extra on a watch of this size: you can watch the oscillating weight at work, and the origin of the movement is verifiable at any time – not an assertion, but visual confirmation.

Technical Specifications

• Brand: Nova Dona (ノバドナ)
• Model: Autodate
• Project Origin: Editorial team of Begin magazine, Sekai Bunka-sha, Tokyo
• Movement: ETA 2824-2 (documented for the series)
• Jewels: 25 Jewels
• Vibrations: 28,800 A/h
• Shock Protection: Incabloc
• Functions: Hour, minute, central second, date with quick correction
• Case Material: Stainless steel, screw-down crown, screw-down exhibition case back
• Water Resistance (according to dial): 30 m
• Diameter without crown: 33.5 mm
• Lug-to-Lug: 41.8 mm
• Height: 11.3 mm
• Lug Width: 18 mm
• Weight including strap: 49 g
• Dating: early 1990s
• Service: Full service February 2026
• Strap: new black leather strap
• Origin: Japan

For Whom?

For collectors who collect Japanese watch culture beyond the major manufacturers and are looking for a piece that was never commercially available. For anyone who appreciates a deliberately self-ironic design – a watch that plays with its inspirations instead of hiding them. And for buyers who want a serviced ETA 2824-2 with an exhibition case back that any watchmaker worldwide can service.

Warranty (Used)

This is a used item. The limitation period for claims for defects (statutory warranty) is 12 months from delivery.

Note

The 30 m specification is the manufacturer's rating for new condition. As this is a used watch, no water resistance can be guaranteed. To protect the movement, the watch should not come into contact with water or moisture.