If the scale of Grand Seiko’s American ambition has not been clear enough so far in this, the 60th anniversary for the Japanese watchmaker, news that it is opening two boutiques in a single month may convince you.
New York will get its own monobrand on the famous Madison Avenue in December while Miami will welcome a showroom into its Design District.
“We are extremely excited to be expanding our footprint in the US to allow consumers the opportunity to experience our brand with multiple locations” says Grand Seiko Corporation of America president Brice Le Troadec.
“Sharing Grand Seiko’s appreciation for inspired artistic design and luxury, New York City and Miami were a natural choice when considering where to open our Grand Seiko boutiques.”
There had been speculation that Grand Seiko would open boutiques in partnership with a major group like Watches of Switzerland or Bucherer, or one of America’s larger independents, following a number of successful pop-up installations with partners.
Instead, its first stores in the US will be directly owned and operated.
Rather than competing with existing authorized dealers, Grand Seiko suggests the boutiques will raise awareness for the benefit of its entire network.
“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,” a statement says.