Grand Seiko appeals to affluent music loving community with Jazz at New York’s Lincoln Center partnership


Grand Seiko has been named as the Official Timekeeper of Jazz at New York’s Lincoln Center for all concerts this year and next.

Live music with crowds has been silenced during the pandemic, but Jazz at Lincoln Center has pivoted into providing performance, education, and advocacy resources for free to a global community of over two million people.

“Although The House of Swing may still be dark temporarily, we at Jazz at Lincoln Center are providing resources for cultural nourishment and comfort in these uncertain times,” the organization says.


Brice Le Troadec, president of Grand Seiko Corporation of America, believes Jazz at Lincoln Center is one of New York City’s great establishments.

“It educates, promotes and performs the art of music not only for the residents of this great city but for the global community at large. We are incredibly proud to partner with this renowned cultural institution and to do our part in helping to nurture and support the arts during these challenging times,” he says.

Wynton Marsalis, Jazz at Lincoln Center managing and artistic director, says there is a synergy between jazz and fine watchmaking.

“Jazz music is all about the mastery of time and executing lyrical ideas with precision, charisma, and soul,” he suggests.

“I am grateful to Grand Seiko for its commitment to the arts and its embrace of a unifying art form like jazz. The pandemic has given us the opportunity to understand just how interconnected the world is and we can’t wait to get started working collaboratively and creatively on this new partnership.”

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