Watches of Switzerland opened a limited edition gallery of Grand Seiko watches at its SoHo showroom in Manhattan earlier this month.
The Nature of Time Experience is said to be displaying the largest collection of Grand Seiko timepieces in the world.
It has eight immersive, educational zones for guests to learn about the brand’s craftsmanship.
Later this summer, Grand Seiko will take over the downstairs hospitality area and turn it into a Japanese-style bar.
“We’re extremely proud to open The Nature of Time Experience for Grand Seiko clients and all watch enthusiasts in the heart of New York City,” said Brice Le Troadec, president Grand Seiko Corporation of America (GSA).
“We are passionate about redefining retail by creating this immersive, personalized, and safe experience for the watch collecting community.”