アワバリュー (Ourvalue)
Tokyo, JP · 3 known investors
Our value operates PREMIER VALUE, a technology platform for the high-value movable goods market such as luxury watches and brand bags, including a bulk-appraisal referral service and a consumer-to-consumer trading app. The company aims to make luxury asset transactions more transparent, secure, and accessible in Japan.
Also known as Ourvalue · PREMIER VALUE · アワバリュー · 株式会社アワバリュー
Founders & leadership
Investors · 3
Company profile
researched Aug 2026Ourvalue (株式会社アワバリュー) is a Tokyo-based company building platforms for the secondary market in high-value movable goods, principally luxury watches and brand-name bags. Its stated aim is to create global platforms that maximize the value of such goods.
The company's service line-up includes a bulk appraisal service for luxury watches and bags, in which items are appraised simultaneously by multiple partner companies with a dedicated concierge handling customer communication; an e-commerce shop for luxury watches and bags that allows price negotiation; a "luxury flea market" platform focused on the high-price band of secondary distribution; and a women's luxury retail shop offering selected brand goods such as Hermès and Chanel bags and Harry Winston jewelry. An integrated CRM for secondary-distribution operators — covering buyback market-price checking, procurement and sales, and inventory management in a single platform — is listed as coming soon. Under the PREMIER VALUE brand the company also operates physical purchasing stores, including locations in Ginza 8-chome, Tokyo and Motomachi, Yokohama.
Business model
Ourvalue operates on both sides of the luxury secondary market: it intermediates between consumers selling high-value goods and partner resale companies through a concierge-supported bulk appraisal service, sells luxury watches, bags and jewelry through its own online shop and physical PREMIER VALUE purchasing stores, runs a peer-to-peer luxury flea-market platform, and is preparing an integrated CRM product for secondary-distribution businesses that combines buyback price reference, procurement and sales, and inventory management.
Revenue is derived from luxury goods purchasing and resale through online shops and physical PREMIER VALUE stores, referral/intermediation of appraisals to partner resale companies, and a planned CRM platform for secondary-distribution businesses.
Traction
As of 2026 the company runs multiple consumer services, has opened PREMIER VALUE purchasing stores in Ginza and Yokohama, maintains active X, Instagram, YouTube and TikTok channels, and is recruiting across executive, buyer, appraiser, SaaS sales, engineering and retail roles.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
An operator in Japan's secondary market for luxury watches, bags and jewelry, spanning consumer appraisal and buyback, online and physical retail, a C2C marketplace, and planned software for resale businesses; recognized on the "Best Venture 100" list for two consecutive years as of 2026.
The company positions its bulk appraisal service around simultaneous quotes from multiple partner resale companies mediated by a dedicated concierge, its shopping site around negotiable pricing, and its flea-market platform around the high-price band of the secondary market with lowest-in-Japan pricing claims.
Technology
Web and app-based platforms for bulk appraisal referral, negotiable-price e-commerce, and a C2C luxury flea market, with an integrated CRM covering buyback pricing data, procurement/sales and inventory management under development.
Go-to-market
Direct-to-consumer acquisition through owned web services and physical purchasing stores, supported by social media channels on X, Instagram, YouTube (appraiser-led content on luxury watches such as Rolex and Audemars Piguet), and TikTok (including street interviews in Ginza and culture/recruiting content); business-side distribution is planned via a CRM product for secondary-distribution companies.
Consumers in Japan selling or buying high-value watches, bags and jewelry, including a women-focused luxury brand shop, plus secondary-distribution (resale) businesses as prospective users of its planned integrated CRM.
Geography
Japan-focused, with headquarters in Tokyo and PREMIER VALUE purchasing stores in Ginza 8-chome (Tokyo) and Motomachi, Yokohama; the company describes its ambition in terms of global platforms.
History
Public announcements on the company's site record a head office relocation effective 30 June 2025, the opening of a PREMIER VALUE purchasing store in Ginza 8-chome in October 2025, selection for the "Best Venture 100" list for a second consecutive year in May 2026, and the opening of a further PREMIER VALUE purchasing store in Motomachi, Yokohama, announced in July 2026.
Compiled by commissioned research from 2 cited public sources — announcements, filings, and press listed under research sources below.
Timeline · 4
launches, deals, and filingsAnnouncement of the opening of a PREMIER VALUE specialist purchasing store in Motomachi, Yokohama.
The company announced its selection for the Best Venture 100 list for the second year in a row.
Announcement of the opening of a new PREMIER VALUE purchasing (buyback) store in Ginza 8-chome, Tokyo.
The company announced the relocation of its head office effective 30 June 2025.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 2
primary sources listed
- アワバリュー (Ourvalue)ourvalue.jp · web
2 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does アワバリュー (Ourvalue) do?
- Tokyo company operating PREMIER VALUE appraisal, resale and marketplace services for luxury watches, bags and jewelry.
- Who are アワバリュー (Ourvalue)'s investors?
- アワバリュー (Ourvalue)'s investors include i-nest capital, New Commerce Ventures, NOW Japan.
- Where is アワバリュー (Ourvalue) headquartered?
- アワバリュー (Ourvalue) is headquartered in Tokyo, JP.