Grand Seiko opens new boutique in SoHo, NYC in partnership with Watches of Switzerland

Zach Blass

I know some of you may be thinking: “Doesn’t Grand Seiko already have a boutique in SoHo?” The storefront that opened last year was a pop-up exhibition, dubbed The Nature of Time in honour of the US exclusive four seasons collection. That exhibition has now closed, but Grand Seiko, in partnership with Watches of Switzerland, is now opening a new Grand Seiko boutique – cementing a more permanent home for the coveted Japanese brand.

Located at 154 Spring Street, the new boutique will continue to be a space that educates both local and international customers in the neighborhood about the art of Grand Seiko and the uniqueness of Japanese watchmaking, while providing an elevated retail experience leveraging Watches of Switzerland staff. Like the previous pop-up location, the new boutique has been designed to evoke the grammar of design that Grand Seiko has built its name on.

Grand Seiko explains, “Adorning the walls are photographs of Grand Seiko timepieces, shot in detail to showcase their interplay with light and shadow and to reinforce how nature serves as the ultimate inspiration for its designs. Making your way towards the back of the boutique, the space opens up into a lounge area — with a large centre display case flanked by blue lounge chairs and a designated seating area. The backlit, whitewashed brick walls give a nod to the famous Snowflake dial, playing with depth and shadow. The space is intended to invite visitors and customers to learn more about the Grand Seiko brand, engage with its timepieces hands on, and fully experience the spirit of Takumi.”

Within the 1,100 square foot space the full range of Grand Seiko creations will be on display, allowing visitors to engage with and purchase a wide variety of their creations from the Masterpiece, Elegance, Heritage, and Sports collections . Upon announcing the new Grand Seiko boutique, it was also announced that a fan favourite within the new Four Seasons GMT collection, the SBGJ249 Summer (or Shōsho) will now be exclusive to Watches of Switzerland and Grand Seiko Boutiques for the next two months.

For those who live in New York City, or plan on travelling to the Big Apple when it becomes safer with COVID, this will be a must-visit destination for true horology lovers.