Editor’s Note
This article highlights a strategic move by a long-established Japanese luxury retailer to leverage eBay’s global platform for overseas expansion. It underscores the growing trend of traditional businesses embracing cross-border e-commerce to achieve scale.
On July 8, 2025, eBay Japan Inc. announced that Gem Castle Yukizaki Co., Ltd. (hereinafter, Yukizaki), a retailer handling brand watches and high-end jewelry, has fully launched sales on eBay.
Yukizaki was founded in Fukuoka Prefecture in 1978 and has been selling luxury items such as jewelry, brand watches, and bags for over 40 years. Aiming to expand its sales channels through cross-border e-commerce and scale up as a company, Yukizaki has chosen eBay as a sales channel with an eye on overseas expansion to the United States, Europe, and Asia.
Yukizaki has multiple physical stores in major Japanese cities and also operates its own online shop. The company aims to create a system where overseas customers can shop at its stores during visits to Japan and continue purchasing products through cross-border e-commerce even after returning home.
On eBay, high-end fashion items such as bags, watches, and jewelry sold from Japan are one of the leading categories boasting very high popularity among overseas buyers. According to eBay research, 62% of luxury fashion item purchasers use cross-border e-commerce, and they tend to buy products from the EU, UK, and Japan on one-stop marketplaces like eBay (*1).
Especially in recent years, there has been a growing demand to “buy from Japan” even for European brands, and listings originating from Japan are becoming a new option as “Shop From Japan.”
On eBay, Yukizaki plans to list mainly watches handled on its own online shop, along with jewelry, and aims to maintain a consistent inventory of approximately 3,000 to 4,000 items. As overseas trust in Japan’s reuse culture, quality control, and honest business practices increases, Yukizaki’s initiative is also attracting attention.
*1: eBay Japan “2024 Annual Cross-Border E-commerce Report”