Type-P24 Utility Watch Black

Japan's BEAMS PLUS, established in 1999, offers timeless menswear inspired by the classic American style around which BEAMS Co. Ltd was built. The brand is, however, much more than a mere source of nostalgia, designing the next generation of everyday menswear with a generous helping of authenticity.

The first BEAMS store was opened in February 1976 under the name American Life Shop BEAMS, with a range that would not look out of place in the corridors of UCLA's halls of residence. BEAMS Co. Ltd is currently in its second generation of ownership, under Yo Shitara, son of founder Etsuzo Shitara.