As a manufacturer specialized in wristwatches, Romanson Co., Ltd.(currently J.ESTINA) was founded in 1988. Through developing an export-based business from the early days of its establishment, Romanson has strengthened its position within the domestic watch industry, which was formerly monopolized by 3~4 corporations. However, the business environment of the domestic market drastically deteriorated from late-1990s. Imported luxury brands flooded with an abrupt market-opening, and numerous manufacturers started to lose place withdrawing from the market. It was inevitable also for the management of Romanson to prepare a new turning point in terms of business directions. Thereby in 2003, Romanson, risking the future of the company, released a brand named “J.ESTINA”, with the decision towards diversification into the jewelry sector as a new growth engine. Although jewelry market was considered as a red ocean in general, the management found the possibility of market formation in between the high-quality Fine Jewelry Market and the low-price Fashion Jewelry Market- “Bridge Jewelry Market”. The management distanced from the so-called niche strategy, which simply aims for market entry with mid-price ranging. Instead, J.ESTINA was firmly established as a brand name within a short period of time, through storytelling strategy, star marketing, and product placement advertisement(PPL). In addition, the brand succeeded in narrowing its gap between existing global leaders, by adhering to high-end distribution channels from its primary stage of launching, such as duty-free/department stores. Through its successful diversification into jewelry, J.ESTINA has been continuously increasing sales by expanding brand categories into other red ocean markets, including handbags in 2011, and cosmetics in 2013. Also as a market diversification, it entered Chinese market in 2014.