Numan Ergün, CEO of Ersa Saat, shares the story of a company that has been part of the watch world for three generations and reflects on where it stands today.
A watchmaking story that began in Tahtakale, once the heart of Istanbul’s commercial life, and continues today with the third generation of the family: Ersa Saat. With Casio, a brand that has become part not only of watchmaking but also of our collective memory, and the other names in its portfolio, Ersa Saat has been part of the watch world since 1986. Today, the company is led by third-generation family member Numan Ergün. We sat down with Ergün to talk about everything from childhood summers spent surrounded by watches and his first Casio to the watch industry today and the evolution of Ersa Saat.
Let’s begin with the story of Ersa Saat. As the third generation of the family, you are now at the helm of the company. How did its journey begin?
Ersa Saat is now managed by the third generation of the family. The foundations of the company were laid by my grandfather, Halil Ergün. He started out selling watches alongside other products in Tahtakale. At the time, Tahtakale was the heart of commerce, and while trading there, he also learned how to repair watches from the craftsmen of the period.
Later, when my father, Mustafa Ergün, took over the business, the focus on watches became stronger. After developing a relationship with Casio in the 1970s, the company became its distributor, marking our official entry into the watch business with Casio. Since then, our portfolio has continued to grow.
Maxell, for example, was one of the first brands to be added. One day, when Mustafa Bey opened up some watches, he noticed Maxell batteries inside. Since batteries naturally need to be replaced at certain intervals, that discovery marked the beginning of another journey, this time with Maxell. As trips to Japan became more frequent, the company began importing micro batteries. Alongside batteries, technology products such as cameras, cassette tapes and CDs were also added to the business. Watches, however, are a more specialised field that requires a different, more focused approach. As the business grew, the company was therefore divided into two. The technology side continues today as Penta Teknoloji, while at Ersa Saat we operate not only in wholesale but also in retail. Today, we have 13 stores across four major cities in Türkiye.
Naturally, you grew up surrounded by watches. What did the watch world look like to you as a child?
Starting from primary school, I would spend at least one month every summer working at Ersa Saat. At that age, the warehouse, filled with thousands of products, was incredibly impressive to me. There were dozens of watches in every imaginable colour and material. Whenever new products arrived from customs, we were always among the first to see them. Opening the boxes, discovering the new watches and experiencing them by actually touching them was fascinating to me as a child. I still feel that same excitement today.
Do you remember your first watch?
The first watch I remember owning was a Casio CMD-40. It had a feature that allowed you to copy remote-control signals, so you could turn the television volume up or down directly from the watch. We had set an academic goal for me at school, and when I achieved it, I received the watch as a report-card gift. It even made me quite popular at school. My friends wanted one too, and I ended up selling that model to them. So I could say that even my very first steps into business somehow involved a watch.
Apart from the Casio CMD-40, is there another watch in your collection that holds a particularly special place for you?
Casio also made a watch with a camera. That is another very special piece in my personal collection. It could not take more than six photographs, but at the time it was genuinely remarkable. Looking back, I would say that during those years I was particularly interested in watches that brought watchmaking and technology together. I still have that watch today.
Turning to the watch industry today, how have the preferences of watch buyers in Türkiye evolved in recent years?
I see a younger generation entering the sector. Young people are becoming increasingly interested in watches. When smartwatches first appeared, we thought the younger generation would gravitate primarily towards them, but that did not happen. Looking specifically at our watch brands, I can comfortably say that there is very strong interest among younger consumers. Over the past three years, the customer base has become increasingly younger.
G-SHOCK, for example, is a very popular brand among young people and receives a great deal of interest. As a young executive myself, I am very pleased to see this enthusiasm from the younger generation.
How would you assess the watch market in Türkiye more broadly?
TÜİK, the Turkish Statistical Institute, shares import figures with us every month, covering data from two months earlier. We see the figures divided into three categories: quartz watches, automatic watches and watches made from precious materials. This allows us to follow total watch imports across these groups. Looking at the figures, an increase of around 16 per cent was reported for the first six months of 2026. Automatic watches and watches made from precious materials account for a somewhat smaller share, while quartz watches represent the larger portion.
Consumers have also become much more knowledgeable. They are increasingly turning towards products from genuine watch brands and, as a result, are willing to spend more. When buying a watch, they want it to have meaning and to come from a strong brand with a story behind it. Fashion watches, meanwhile, have seen a significant decline. Overall, the watch market is currently continuing to grow at what we call double-digit rates. I believe this growth will continue.
Which brands are currently part of the Ersa Saat portfolio?
Casio is our flagship, and there are several distinct lines within the brand, including G-SHOCK, Standard and Retro. Each of these has grown into a substantial world of its own. Casio also covers an exceptionally broad price range, from around TRY 700 to TRY 550,000. It is also a brand with a long history of innovation and firsts, and one that played a pioneering role in bringing digital technology into the watch world.
Bulova is another of our brands. It has a rich history stretching from the first television commercial to achievements in precision timekeeping. Today, it stands out for both its quality and design.
Roamer joined our portfolio around two years ago. It is a long-established name dating back to 1881, with the manufacturing capabilities to produce watches for leading Swiss brands at its own facilities. I find its designs particularly distinctive.
Swiss Military Hanowa is another important brand in our portfolio. I would describe it as offering strong value for money. From a quality perspective, it is particularly strong thanks to features such as sapphire crystal across its watches and its consistent use of 316L stainless steel.
Alongside these brands, our portfolio also includes fashion names such as Pierre Cardin, Timberland and Reebok, which produce watches in line with contemporary fashion trends. Last year, for the first time, Ersa Saat sold more than one million watches. It is an achievement that gives us great satisfaction, but it also says a great deal about how the Turkish watch market is evolving. As a company, we also recorded growth of around 36 per cent.
What are Ersa Saat’s goals for the near future?
Our existing brands are growing well above the overall market. At the same time, we can see that there are still many potential customers we have yet to reach. Our priority is to continue growing the brands already in our portfolio, but we are also keeping a close eye on microbrands that are experiencing significant growth.
When evaluating a microbrand, however, we look carefully at many different aspects, including the story behind it, its design, the quality of its materials and its movements. We are currently in discussions with several microbrands. Nothing has been finalised yet, but it looks as though microbrands will form part of the next stage of our growth.
What advice would you give to someone taking their first steps into the world of watches?
My most important advice to someone buying their first watch would be to purchase it from an authorised retailer or distributor. With the growth of online sales, a large number of products from unauthorised channels have entered the market. I would also recommend looking at the value of the brand, its story and the way it brings that heritage together with design. When you wear a watch, you are also carrying and sharing its story. Beyond that, of course, it comes down to personal taste.
