In December Grand Seiko opened two new boutiques — one in Miami and the other in New York — to educate and broaden awareness of the brand.
Each location replaces the existing boutique Seiko opened, in 2014 on Madison Avenue and 2016 in the Miami Design District, and originally displayed the “Seiko” moniker on the facade and carried a range of products from Seiko to Grand Seiko to Credor.
After Grand Seiko launched its first dedicated United States boutique in Los Angeles in 2017, it then became the Grand Seiko Corporation of America in 2018, and now with the two redesigned Grand Seiko boutiques in Miami and New York, the brand continues to move further upscale from its parent corporation Seiko. “We are extremely excited to be expanding our footprint in the US to allow consumers the opportunity to experience our brand with multiple locations,” shares Grand Seiko Corporation of America President Brice Le Troadec.
The two stores have been completely retrofitted with new decor and layouts. A full assortment of Grand Seiko is on display, and the Credor Masterpiece timepieces such as the Eichii are available on an appointment base only. “Both boutiques will function as destinations for educating local and international consumers in the areas about the art of Japanese craftsmanship that makes Grand Seiko unique,” according to Grand Seiko.
“The design and ethos of the new boutiques take their inspiration from the first Grand Seiko boutique in Ginza. Every Grand Seiko boutique concierge is trained to communicate the core values of the brand with consumers, emphasizing the cultural and artistic inspiration based on the natural elements of Japan. The educational experience offered in a Grand Seiko boutique is enhanced by the very respectful tradition of Omotenashi or selfless Japanese hospitality that all employees practice,” according to Grand Seiko.
This is Grand Seiko’s 60th Anniversary year, which is an expression of new energy and rebirth in Japanese culture and so it seems the timing is just right for the launch of Grand Seiko Madison Avenue (located at 510 Madison Avenue, New York, New York), and Grand Seiko Miami (located at 130 NE 40th Street, Miami, Florida).