Grand Seiko etches new US retail design concept

Design connoisseurs have always held Japanese design at the top of their lists. Thus, it tracks that watchmaker Seiko, who also tops innovative timepiece design lists for inventing the world’s first quartz watch in 1969, is a part of that legacy. (They also developed the first Japanese diver watch and six-digit LCD quartz watch in 1973.) As their signature watch turns the corner on its 64th year, the Tokyo-based brand is revamping its Grand Seiko store design across several key US cities. FashionNetwork.com caught up with Brice Le Troadec, President of Grand Seiko Corporation of America and Global Strategy Officer Grand Seiko at Seiko Watch Corporation, about the brand’s US gloss up.
 

“The United States is a critical market for the brand, and opening the largest flagship boutique in New York City reinforces our investment here and the potential it offers for Grand Seiko. Our New York flagship is a brand statement in so many ways,” Le Troadec told FashionNetwork.com over email. The new Grand Seiko store—named after the brand’s most successful watch style, launched in 1960—was initially located at 510 Madison but moved up the avenue, cementing its men’ s-focused shopping area reputation in the infinitum of late.
 
“We wanted a much larger space to showcase the brand and its offerings fully, where collectors and newcomers could experience the world of Grand Seiko and create a flagship that matched the brand’s global ambitions as a luxury watch manufacturer reflecting the spirit and craftsmanship that go into producing each Grand Seiko timepiece,” he continued.
 
Located at 540 Madison, the new flagship echoes the new global flagship design, which debuted at the brand’s Ginza location and demonstrates the brand’s dynamic ‘Alive in Time’ spirit, reflecting the desire to push the boundaries of watchmaking.
 
“Seiko’s inspiration is deeply connected to Japanese traditions in which nature is a large component, such as the art of wood crafting,” Le Troadec said of the new Madison location, which features higher ceilings and light-colored wood.
 
“We incorporated elements of Japanese aesthetics and culture into the space, such as Kumiko-style woodwork, for an airy and sophisticated feel to create a sense of uniformity and connection with the place where Grand Seiko timepieces are manufactured,” he added. Kumiko is a traditional Japanese wood technique in which multiple wooden pieces form various designs and expressions using grooves, angles, and pressure without using nails or metal.
 
The store’s new look will also be reflected in Seiko’s Beverly Hills location, which will also expand its square footage. Le Troadec noted that 2024 and 2025 will bring more new US boutiques with critical partners in various strategic locations. The brand’s Soho boutique, run in partnership with Watches of Switzerland, will refresh its space to incorporate some of the Madison Avenue store location details.
 
According to Logan Abbene, Senior General Manager of Westfield Topanga, Grand Seiko was a desirable name to add to the shopping center’s timepiece offerings when it arrived in 2023.

“We partnered with Watches of Switzerland to bring the Grand Seiko brand to Westfield Topanga—and we couldn’t be more pleased with its addition. In less than a year, this location has shown strong sales and growing momentum, attracting a diverse and discerning clientele who appreciate the craftsmanship and innovation of Grand Seiko watches. Our vision for Westfield Topanga is to create a luxury destination that caters to the needs and preferences of our customers. With the addition of Grand Seiko and other prestigious watch brands such as Panerai, IWC Schaffhausen, and Omega to come, we are expanding our offering and enhancing our appeal to the high-end watch market,” Abbene told FashionNetwork.com over email.

The Grand Seiko store changes came about when the brand saw some customer demographic fluctuations, according to the US President, who also noted that the brand appeals to the breadth of generations and wallets. Seiko sells a variety of watches for less than $1,000, but its Grand Seiko offerings are typically between $5,000 and $11,000, with particular styles containing diamonds and fine gemstones retailing for as much as $260,000.
 
“From Grand Seiko’s perspective, about delivering timepieces that are true to our Japanese design sensibilities, unique in their point of view, and manufactured with an artistic touch and the highest quality standards. Regardless of the price, our customers or those interested in the brand understand they are getting many watches in an attractive offering,” said Le Troadec.
 
“Our largest segment of customers is men between 33 and 55, though recently, more diversity in the age range has shifted. This is due to product offering and the relationships we build with those coming into the brand from different perspectives, such as art, fashion, film, or music,” Le Troadac explained, adding, “For us, bringing the next generation of Grand Seiko fans into the brand is a long game. We believe that our originality and expression of values will make Gen Z interested and feel like they are a part of the brand. “
 
This doesn’t mean Seiko, which means exquisite in Japanese, will attach itself to the communication trends du jour. “Marketing plans and ambassadors must all feel organic with partners interested in Grand Seiko’s values such as design, origin, and uniqueness. For us, it’s about focusing on our watchmaking and telling our brand story authentically, and by doing that, the right type of people will find the brand and want to be a part of it,” he continued. One recent initiative that rang true to the approach was the Seiko 5 Sports 55th-anniversary commemorative watch. This limited-edition style paid tribute to Hong Kong-American film actor Bruce Lee, who wore the watch during his lifetime. The watch featured a Dragon motif and was released in late 2023, just ahead of the Year of the Dragon, the symbol for Chinese New Year’s 2024.