Grand Seiko: beautifully, precisely Japanese, inside and out.

The epitome of Seiko Watch Corporation’s watchmaking

Every Grand Seiko offers signature high standards of beautiful Japanese precision, durability and legibility, brought to life through total in-house manufacture as one of the very few vertically integrated watchmakers in the world. The purpose of a timepiece is exquisitely simple: to measure the passage of time. The art of watchmaking is to measure time with precision that will endure - a challenge the brand has relished since the first Grand Seiko in 1960. For over half a century, Grand Seiko has quietly made by hand some of the most precise watches the world has ever known.

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Grand Seiko Collections

Breathing new life into tradition, emphasising well-balanced design, expressing the pure essentials of watchmaking

Resilience for everyday wear, with refinement for landmark occasions when everything has to be just right

Precision, legibility and durability that the discerning sports watch lover needs and desires

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Grand Seiko and Watches of Switzerland Toge Special Edition

In 2020, we announced our first-ever collaboration with Grand Seiko on the new “Toge Special Edition”. This captivating new model takes inspiration from the Japanese and British legacies of the two respective companies, combining classic British Racing Green with the fine texture of Grand Seiko’s signature Mount Iwate dial. The term 峠 (Tōgè), or mountain pass, refers to a navigable route through a mountain range, and this special edition timepiece subtly evokes the image of a spirited drive over the many ridges of Mount Iwate in Northern Japan.

The timepiece launched virtually through an Augmented Reality (AR) experience for consumers to ‘try on’ the watch in the comfort of their homes through an Instagram filter. A first for Grand Seiko and the Watches of Switzerland Group, the AR component embodied the pioneering spirit of both brands and our shared desire to deliver an exceptional experience to consumers.

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After the highly successful Nature of Time pop-up experience, Grand Seiko and Watches of Switzerland decided to take a major step forward by opening a stand-alone boutique. The SoHo location is the fullest representation of the Grand Seiko brand in downtown New York and features its MasterpieceEleganceHeritage, and Sports collections. Located at 154 Spring Street, the new boutique will serve to educate both local and international customers in the neighbourhood about the art of Grand Seiko and the uniqueness of Japanese watchmaking, while providing an elevated retail experience.

The Grand Seiko boutique’s exterior is framed by large glass panels with two display cases featuring the newest models from Grand Seiko’s collection of timepieces. Walking inside the boutique, visitors are greeted by an airy space that proudly displays the full range of the Grand Seiko collection, artfully merchandised to highlight the craftsmanship and quality of each watch. Adorning the walls are photographs of Grand Seiko timepieces, shot in detail to showcase their interplay with light and shadow and to reinforce how nature serves as the ultimate inspiration for its designs.

Making your way towards the back of the boutique, the space opens up into a lounge area -- with a large centre display case flanked by blue lounge chairs and a designated seating area. The backlit, whitewashed brick walls give a nod to the famous Snowflake dial, playing with depth and shadow. The space is intended to invite visitors and customers to learn more about the Grand Seiko brand, engage with its timepieces hands on, and fully experience the spirit of Takumi.