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Grand Seiko climbs into the top 10 bestsellers in its price category, says NPD


It has been a long and challenging journey for Grand Seiko in its goal to challenge major Swiss watchmakers for acceptance as a manufacturer of fine timepieces.

The destination is in sight, according to the latest retail analysis by NPD, which reveals Grand Seiko is appearing among the top 10 brands within the United States in its price category.

“It is really great is seeing Grand Seiko climb into some of the top 10 watches in some of our data, says Reg Brack, NPD’s watch and luxury industry analyst.


“They have done a tremendous job in the United States. Brand recognition is improving and I have high hopes they will continue with that success. They have rounded a corner and are starting to conquer the US market as an alternative to the top tier luxury brands. I sense that Europe will be next for Grand Seiko as they emulate what the success the brand has had in the United States,” Mr Brack adds.

Convincing hard core collectors and specialist journalists in the watch media was a key ambition, and this appears to have paid off with strong reviews from customers and reporters who have been taken to Japan to see the quality and sophistication of Grand Seiko’s watchmakers in action.

“They have done a great job of educating luxury watch consumers about how much amazing craftsmanship goes into their watches. Everything from cases and dials to movements and finishing. It has not been easy to educate the consumer, but they have done an amazing job on it,” Mr Brack concludes.

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