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World’s biggest Grand Seiko flagship opens in New York City

Japanese minimalism awaits watch lovers at new Madison Avenue showroom.

Grand Seiko has relocated its small New York City boutique to a far larger flagship just two blocks north on the corner of 55th Street and Madison.

The new split-level showroom, at over 6,200 square feet, is the largest Grand Seiko store in the world, and promises an unparalleled experience for watch enthusiasts and collectors.

Grand Seiko has opted for an elegant minimalist interior that captures the essence of Japanese aesthetics and culture.

It uses a combination of bright white surfaces and traditional style of Japanese woodwork known as kumiko throughout to bring softness and lightness to large open expanses.

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Grand Seiko chose the United States as its primary focus for international expansion when its watches first started selling through official channels outside Japan in 2010.

“The United States has accelerated the growth of Grand Seiko outside of Japan, and this new boutique opens a new chapter for the brand’s further development,” says Akio Naito, president of Seiko Watch Corporation.

“Being located at such a prime location, I am certain it will allow more customers and watch lovers from around the world to experience Grand Seiko’s uniquely Japanese worldview and its endless passion for perfection.”

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Visitors to the new flagship will be invited to explore Grand Seiko’s extensive collection of timepieces including its Spring Drive, mechanical, and quartz models.

In addition to browsing the watch cabinets, customers can also meet with Grand Seiko experts in a private room where the brand’s most prestigious watches in its Masterpiece Collection are kept.

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