KUOE is a watch brand established in Kyoto in 2020 with the aim of bringing classic design from Kyoto to the world. Its founder and designer, Uchimura, discovered hand-wound watches from the 1940s to the 1970s in an antique shop in London while studying there in 2010, and later worked for a Kyoto watch company before launching his own brand. Every watch is assembled by KUOE's own watchmakers in its Kyoto workshop, and the brand runs two stores in Kyoto and one in Omotesando, Tokyo.

The collection is inspired by vintage British watches. The Old Smith 90-002, which raised 13 million yen on the Makuake crowdfunding platform, is a 35 or 38 mm automatic modelled on 1940s–'70s military watches. The Royal Smith 90-012 is the first KUOE chronograph, with a 37 mm case and the Japanese TMI NE86A automatic movement, while the Sombrero 90-011 is its first diver, a 38 mm compressor-style case rated to 20 bar with a Miyota 9039. The Holborn 90-003 is a smaller women's watch with a Miyota 1L45 quartz movement. Prices range from around $370 to $1,780.