Ricoh EXPO'70 – Ref. 43035 – World Exhibition Osaka 1970 – NOS with test seal

This watch, a sought-after Japanese design icon, is an absolute rarity in this NOS condition.

From March 15 to September 13, 1970, the first World's Fair on Japanese soil took place in Suita, near Osaka. It drew over 64 million visitors and showcased a country that proved what it was capable of after 25 years of reconstruction. To mark the occasion, Ricoh released a watch whose case does not merely depict the exhibition's logo, but is the logo itself. This piece comes from unused Japanese new old stock – complete with its original inspection seal and original strap.

A Case as a Signet

The Expo '70 logo features five stylized cherry blossom petals around a central point—the cherry blossom as Japan's national flower, rendered in a radically reduced, era-typical form. Ricoh translated this symbol directly into the case construction: the case is pentagonal, with a circular petal shaped into each corner, and the dial continues this figure on the inside, so that the case and dial form a single continuous graphic. It is not a commemorative watch with a print, but a design concept that runs through the entire object.

A common misconception should be cleared up here: the design is regularly attributed online to Okamoto Tarō, the creator of the Tower of the Sun. In fact, the Expo '70 logo was designed by Ōtaka Takeshi; Ricoh developed the watch design based on this. The retail price in 1970 was 5,000 to 5,500 yen. In addition to the wristwatch version, the model was also available as a pendant watch.

Deadstock: unused since 1970

This example has never been worn. It comes from Japanese shop stock and has spent 56 years on a shelf, not on a wrist. This explains two things that are almost impossible to find with this model otherwise: the completely preserved paper inspection seal on the case back—and the original leather strap, which has practically always been replaced on worn examples.

The original Japanese inspection seal (証紙) is still attached to the case back, complete and legible:

土産品類 証紙 — EXPO'70-3-OT-5 — 財団法人日本万国博覧会協会

In other words: Inspection seal for souvenir items, approval number EXPO'70-3-OT-5, issued by the Japan World Exposition Association, the organizing body of the World's Fair. The seal confirms officially licensed exhibition merchandise and distinguishes this piece from the countless unauthorized commemorative items sold around Osaka in 1970. We have deliberately left it in place.

This is stock that has been stored for over fifty years. The inspection seal shows the browning typical for paper of this age, and the original strap exhibits the stiffening common for leather of this age. Both are standard conditions for deadstock from this era and are shown unretouched in the product photos.

Design and Character

The dial combines a champagne-colored base with a dark, starfish-like central figure derived from the logo. The hour markers are set as slender black lines, doubled at 12 o'clock; the signatures "EXPO'70" at the top and "RICOH" at the bottom share the field. Together with the gold-toned, matte case, this creates a graphic that one immediately associates with the year 1970—optimistic, geometric, and without any nostalgia.

The dimensions are unusual for a 1970 piece: 40.7 mm wide with only a 35.3 mm lug-to-lug and 9.6 mm thickness. The watch is therefore wider than it is long—a consequence of the pentagonal shape, which makes it sit flat and present on the wrist. At 41 grams, it remains lightweight.

Technical Data

• Brand: Ricoh
• Model: EXPO'70, commemorative model for the Osaka 1970 World's Fair
• Reference/Case number: 43035
• Movement: Hand-wound with 17 jewels
• Case width excluding crown: approx. 40.7 mm
• Lug-to-lug: 35.3 mm
• Thickness: 9.6 mm
• Lug width: 18 mm
• Weight incl. strap: 41 g
• Year of manufacture: 1970
• Condition: Deadstock, unused from Japanese shop inventory
• Special feature: Original inspection seal from the Japan World Exposition Association, approval number EXPO'70-3-OT-5
• Strap: Original leather strap with Ricoh logo on the buckle
• Origin: Japan

For whom?

For collectors of 1970s Japanese design who are looking for an object where form and occasion form a unity. For Expo and World's Fair collectors who value proof of licensing and original condition. And for anyone who wants a watch that does not quote a predecessor, but acts as a signet itself.

Warranty (used)

This is a used item. The statute of limitations for claims for defects (statutory warranty) is 12 months from delivery.

Note

This is a watch over fifty years old, for which no water resistance can be guaranteed. To protect the movement, the watch should not come into contact with water or moisture.