Nico Moreno, an alumnus from the MBA Class of 2021, reflects on his transformative journey from founding a watch brand in the Philippines to pursuing an MBA at Hitotsubashi ICS. In his reflection, he shares how his search for deeper knowledge and perspective in watchmaking led him to Japan, where he encountered the SECI model of knowledge creation and the concept of 'Shokunin,' the spirit of the artisan. He discusses the challenges, insights, and motivations that shaped his decision to join the ICS program and how this experience helped guide the next chapter of his ongoing story.
Looking back to my MBA program at Hitotsubashi ICS, I see it as a transformative academic journey and a catalyst for my personal and professional evolution. A pivotal moment came early in the program when I encountered the principles of Knowledge Management, particularly the SECI model of knowledge creation, together with the development of the Japanese Economy and Businesses. These elements gave me a peek at the learning I can use to enhance both business and craft.
I believe learning unfolds in three stages: studying, understanding, and applying. We first acquire knowledge through study. Then, a true understanding of this knowledge comes when a deeper engagement with this information bridges the gaps between theory and practice. Finally, by applying it to real-world situations, the learning is transformed into something more meaningful, making it a part of our daily lives.
Before my journey to Tokyo, I had founded the first Filipino-owned watch company that assembled its watches locally – Ibarra. The brand blossomed, becoming the watch of the Philippine President, and the Official Timepiece of regional events such as the ASEAN50 and the 30th Southeast Asian Games. And in only five years, my brand rose to prominence. However, when the pandemic hit in 2020, challenges led me to a period of deep reflection. It was more than just navigating through changes and pivoting my business; it was also about reassessing my own approach to watchmaking and my leadership. I started to study industry leaders and realized that I needed to be in an environment that would challenge my understanding of the craft and push me to enrich my perspective. This experience motivated me to transition to Japan – one of the world’s watchmaking capitals. As I was in search of a wider perspective on the fundamentals of the industry and understanding what made the leaders successful, I thought that a Global MBA in Japan just made sense and Hitotsubashi ICS had a program fit for what I was searching for.
As a passionate learner, and I cherish every interaction I have with others. In my view, no conversation is too small to spark meaningful insights. I believe that in both innovation and evolution require the interplay of past and current knowledge and that of what is being acquired from the environment and ecosystem one is in – especially social interactions with others. The study of the SECI model struck a chord in me as it provided a clear framework to my approach of learning. And what makes this approach even more powerful is manifesting it in a country that is rich in spirit, experience, and industry. I witnessed the SECI model’s interplay of tacit and explicit knowledge in how independent watchmakers in Japan blend diverse elements of watchmaking with other rich art forms, collaborating with experts from different crafts to create beautiful and masterful timepieces. With the overflowing amount of tacit knowledge in the environment interacting with one another and spiraling to create new information, Japan has become a strong National Innovation System and a Center of Excellence in so many industries – especially watchmaking.
Immersing myself further in this rich ecosystem of expertise in Japan following my MBA, the SECI model’s influence on my mindset deepened. And this openness to continuous learning aligned perfectly with the ethos of ‘Shokunin’ – ‘the spirit of the artisan’. This philosophy or way of life of seeing pursuing mastery with humility and dedication deeply resonated with me. It shifted my focus from simply creating watches to valuing every step of the craftsmanship, improving the process, and constantly pushing my limits. This philosophy is now central to the new approach I take for my brand in the Philippines as it welcomes a new chapter after celebrating its 10th founding anniversary this 2024.
This spirit does not only set the direction for the future of my brand in the Philippines but it has also been giving me the courage to pursue my personal journey of independent watchmaking – a path that is rare for someone who does not come from a strong watchmaking country like the Philippines. My conversations with celebrated Japanese watchmakers have encouraged me to craft my artisanal handmade pieces using techniques that I learned on my own through the tacit knowledge of the people I have encountered in my journey in Japan thus far.
Guided by the lessons from Hitotsubashi ICS and the master watchmakers of Japan, I will continue to shape my brand and my own approach to independent watchmaking. In watchmaking, as it is in life, every moment is a step in the process of becoming. And for me, the journey has only just begun, and I am excited to continue pushing my personal boundaries.
Nico Moreno
Hitotsubashi ICS MBA Class of ‘21
Founder, Ibarra Watches (https://ibarra.ph)
Watchmaker, Moreno Watch Studio (https://morenowatchstudio.com)
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Nico Moreno Nico Moreno, a member of the MBA class of 2021, originally from Manila, Philippines, is the founder of Ibarra, the first Filipino-owned watch company that assembled its watches locally. With a decade of experience in the watch industry, his brand has gained prominence, with timepieces worn by the Philippine President and serving as the official timepiece of major regional events such as the ASEAN50 and the 30th SEA Games. His academic interests at Hitotsubashi ICS were knowledge management and Japanese business, where he explored the intersection of Japanese craftsmanship and business development. Passionate about independent watchmaking, Nico is dedicated to bringing artisanal craftsmanship to new heights in the Philippines. |
