After the very successful experience of the Nature of Time pop-up, Grand Seiko and Watches of Switzerland decided to take a big step forward by opening a stand-alone boutique. The SoHo location will be the most comprehensive representation of the Grand Seiko brand in downtown New York and showcase its Masterpiece, Elegance, Heritage and Sports collections. Located at 154 Spring Street, the new boutique will serve to educate local and international customers in the neighborhood about the art of Grand Seiko and the uniqueness of Japanese watchmaking, while providing an elevated retail experience.

The exterior of the Grand Seiko store is framed by large glass panels with two display cases showcasing the latest models from the Grand Seiko watch collection. Upon entering the 1,100 square foot boutique, visitors will be greeted by an airy space that proudly displays the full line of the Grand Seiko collection, artfully marketed to showcase the craftsmanship and quality of each watch. Adorning the walls are photographs of Grand Seiko watches, taken in detail to showcase their interaction with light and shadow and to reinforce how nature serves as the ultimate inspiration for her designs.

As you walk towards the back of the boutique, the space opens up to a seating area – with a large central display case flanked by blue lounge chairs and a designated seating area. Backlit, whitewashed brick walls 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 and fully experience the spirit of Takumi.



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