Watches of Switzerland presents the world’s largest collection of Grand Seiko timepieces in New York

The Nature of Time 2

Watches of Switzerland has opened a limited edition gallery of Grand Seiko watches at its SoHo showroom in Manhattan.

Labeled the Nature of Time Experience, the installation aims to make shopping “more innovative, highly immersive, meticulously personalized, and safe,” the two companies promise.

Watches of Switzerland reopened its SoHo flagship on June 10, having closed it for over three months during the Covid-19 pandemic and then having it looted on June 1.

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The Grand Seiko experience will give the store a boost by displaying the largest collection of Grand Seiko timepieces in the world.

It also has eight immersive and 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.”

Grand Seiko enthusiasts prevented from traveling to New York will be able to virtually visit the Nature of Time Experience with an online walk through at

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Rob Corder

The author Rob Corder