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

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

From March 15 to September 13, 1970, the first World Expo on Japanese soil took place in Suita near Osaka. Over 64 million visitors and a country that showed the world what it was capable of after 25 years of reconstruction. Ricoh released a watch for this occasion, whose case does not depict the exhibition's emblem, but is the emblem. This particular piece comes from unused Japanese retail stock – with original inspection seal and original strap.

A case as an emblem

The Expo '70 emblem shows 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 emblem directly into the case design: the case is pentagonal, with a circularly elaborated petal at each corner, and the dial continues the figure inside, so that the case and dial form a single continuous graphic. Not a commemorative watch with a printed design, but a design idea that runs through the entire object.

A common misconception should be cleared up here: online, the design is regularly attributed to Okamoto Tarō, the creator of the Tower of the Sun. In fact, the Expo '70 emblem was designed by Ōtaka Takeshi; Ricoh developed the watch design based on this. The sales 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 piece has never been used. It comes from Japanese retail stock and has spent 56 years on a shelf, not on a wrist. This explains two things that are rarely found with this model otherwise: the completely preserved paper inspection seal on the back – and the original leather strap, which was practically always replaced on worn pieces.

The original Japanese inspection seal (証紙) is affixed 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

So: inspection seal for souvenir articles, approval number EXPO'70-3-OT-5, issued by the Japan World Exposition Association, the organizing body of the World Expo. The seal officially certifies licensed exhibition merchandise and distinguishes this piece from the countless unauthorized souvenirs sold around Osaka in 1970. We have consciously not removed it.

This is merchandise that has been stored for over fifty years. The inspection seal shows the typical browning for paper of this age, and the original strap shows the usual stiffening for leather of this age. Both are normal conditions for deadstock of 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 emblem. The hour markers are set as slender black strokes, doubled at 12 o'clock; the signatures "EXPO'70" at the top and "RICOH" at the bottom share the field. Together with the gold-colored, matte case, this results in a graphic that is immediately associated with 1970 – optimistic, geometric, without any nostalgia.

The dimensions are unusual for a piece from 1970: 40.7 mm wide with only 35.3 mm lug-to-lug and 9.6 mm high. The watch is therefore wider than it is long – a consequence of the pentagonal shape, which allows it to sit flat and prominent on the wrist at the same time. At 41 grams, it remains light.

Technical Specifications

• Brand: Ricoh
• Model: EXPO'70, commemorative model for the World Expo Osaka 1970
• Reference/Case Number: 43035
• Movement: Manual winding with 17 jewels
• Case Width without Crown: approx. 40.7 mm
• Lug-to-Lug: 35.3 mm
• Height: 9.6 mm
• Lug Width: 18 mm
• Weight including strap: 41 g
• Year of Manufacture: 1970
• Condition: Deadstock, unused from Japanese retail stock
• Special Feature: original inspection seal of the Japan World Exposition Association, approval number EXPO'70-3-OT-5
• Strap: original leather strap with Ricoh logo on the clasp
• Origin: Japan

For whom?

For collectors of 1970s Japanese design who are looking for an object where form and occasion are one. For Expo and World Expo collectors who value proof of license and original condition. And for anyone who wants a watch that doesn't quote a predecessor, but is an emblem.

Warranty (used)

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

Note

This is a watch over fifty years old, for which water resistance cannot be guaranteed. To protect the movement, the watch should not come into contact with water or moisture.