Grand Seiko Opens New SoHo Boutique With Watches Of Switzerland

After the great success of the Nature of Time pop-up experience organized by Grand Seiko and Watches of Switzerland, both companies join forces for the next step, which is opening a dedicated boutique in SoHo. Locating at 154 Spring Street in New York City, this mono-brand experience allows people to submerge themselves completely in the marvelous world of Grand Seiko. Here they can learn about craftsmanship, artistic expression, as well as other fines details of the brand that embodies Japanese Haute Horlogerie like no other.

“Watches of Switzerland is thrilled to celebrate this next step in the evolution of our partnership with Grand Seiko in New York City,” said David Hurley, Executive Vice President of Watches of Switzerland. “From their debut in our SoHo flagship, to our collaboration on The Nature of Time Experience, and now a spectacular stand-alone boutique, our journey with Grand Seiko is a testament to our shared vision and commitment to innovative retail and world-class watchmaking.”  

The outside of the Grand Seiko boutique shows large glass panels with two generous-sized display cases to give people walking by already an impression of what’s in store for them. The 1,100 square foot boutique will feature the complete Grand Seiko collection, with pieces from the Masterpiece, Elegance, Heritage, and Sports collections. A lounge area is also part of the new boutique. In this spacious and comfortable environment, clients can explore what Grand Seiko has to offer in even greater detail.

Additionally, will Watches of Switzerland and the Grand Seiko Boutiques also be the exclusive place to get the new SBGJ249. As part of the Elegance collection, this 39.5mm large watch features a second time zone and is powered by caliber 9S86. This exquisite movement runs at 36,000 vph, has a power reserve of 55-hours, as well as a stop-hand function, and can be admired through the see-through case back. This particular watch is dedicated to summer, or Shōsho in Japanese, and comes with a uniquely textured dial, looking like the delicate ripples visible in Japan’s many lakes during this season.