For the 50th anniversary of Grand Seiko six models have been created, including automatic, quartz and Spring Drive powered models. The one (shown above) is the most accurate of these new mechanical Grand Seiko timepieces. It runs at -2/+4 seconds per day, which is slightly better than the Swiss standard for chronometers (COSC certified-chronometer's rate should be between -4/+6 per day).
Seiko is the oldest watch manufacture in Japan, a true manufacture that can make mechanical and quartz movements totally in-house. They clearly produce some amazing pieces, like the Ananta, for example. The Ananta has Seiko's high-end Spring Drive movement in it, and has an extremely smooth seconds hand as a result of that proprietary Seiko technology. The problem, though, is that it retails for $6,400. Yeah, a Seiko for over six grand. In Japan, Seiko has been selling high-end watches for years, but for the United States, Seiko is perceived much differently. And now, after 50 years of selling Grand Seiko in Japan, they will be introducing the brand to numerous markets around the world, including the United States. The problem, is that US consumers are used to prices for Seiko watches being under five hundred dollars.
The new Grand Seiko "SPECIAL" Hi-Beat 36,0000 50th Anniversary edition costs more than brand new ceramic bezeled steel Rolex Submariner ($7,400-$7,800).
The Grand Seiko "SPECIAL" Hi-Beat 36,0000 features a Japanese in-house manufacture movement (although Swiss movements are generally more sought after, even if the Seiko produces comparable quality). The movement beats at a high rate of 36,000 vph (the same rate as the Zenith El Primero). At -2/+4 seconds per day, it is even slightly more accurate than what COSC chronometer certification specifications require (-4/+6 second per day). The movement finishing, assembly, case and materials are all first rate. These timepieces are highly regarded and have been selling consistently in Japan for 50 years now. But when these timepieces arrive in the United States, I wonder if enough people will be interested. The list price for the Grand Seiko "SPECIAL" Hi-Beat 36000 model (shown above), is $8,378 (based on today's exchange rates).
Based on the perceived brand value of Seiko (created by Seiko's long time marketing strategy of selling lower priced timepieces), I think it may pose quite a challenge to convince US consumers to part with eight grand for a timepiece that says "Seiko" on it. Especially when there are so many more prestigious brands to choose from in this price range - Rolex, Breitling, IWC and Panerai to name a few. And yes, I understand that the "Seiko" name is a sense of pride, but other Japanese brands, such as Toyota, Honda and Nissan, have put their pride aside, and used totally different brand names for their higher-end models, Lexus, Acura and Infiniti - without too many problems.
