Seiko’s largest flagship on Madison Avenue celebrates ‘alive in time’

Japanese watch major Seiko Watch Corporation recently announced the opening of the new U.S. "Grand Seiko Flagship Boutique" on the iconic Madison Avenue marking, what it calls, “a significant milestone” in its history.

Located at 540 Madison Avenue in New York City, the new multi-level flagship store is the largest Grand Seiko Boutique globally. With an impressive presence on the corner of Madison Avenue and 55th Street, it promises an unparalleled experience for watch enthusiasts and connoisseurs, celebrating the brand's rich heritage of artistry and innovation.

The flagship features an elegant and contemporary design that reflects Grand Seiko's brand message, "Alive in Time," representing its dynamic spirit and desire to push the boundaries of watchmaking.

“The boutique's airy and sophisticated interior captures the essence of Japanese aesthetics and culture. At the entrance and throughout the store, designs inspired by a traditional form of Japanese woodwork known as "kumiko" adorn the new construction. The watch showcases, crafted from light-colored wood, exude Grand Seiko's commitment to craftsmanship, precision, and distinctive Japanese quality,” shared the company statement.

Inside the two-story, 580-square-meter boutique, customers are invited to explore Grand Seiko's extensive collection of timepieces, including its Spring Drive, mechanical, and quartz models. A dedicated private room is home to the esteemed Masterpiece Collection. “Every corner and detail of the boutique has been meticulously considered to create a unique and inviting atmosphere to explore the world of Grand Seiko,” added the statement.

"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," said 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."