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Grand Seiko shows its global ambition with opening of two boutiques this month

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Grand Seiko New York.

If the scale of Grand Seiko’s global ambition has not been clear enough in this, the 60th anniversary for the Japanese watchmaker, you need only look over The Pond to the United States where two boutiques are opening in a single month.

New York will get its own monobrand on the famous Madison Avenue in December while Miami will welcome a showroom into its Design District.

They follow the opening of Europe’s first Grand Seiko showroom in Paris earlier this year and the rebranding of a Seiko store to Grand Seiko in London’s Knightsbridge.

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“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 the 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.

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