Grand Seiko and Watches of Switzerland Celebrate “The Nature of Time” in Newly Opened SoHo Boutique

Coinciding with the gradual reopening of retail shops in New York City’s SoHo district, Japanese high-horology maestro Grand Seiko has teamed with watch-retail giant Watches of Switzerland for “The Nature of Time” — an exhibit that brings the largest collection of Grand Seiko timepieces in the world together under one roof at the retailer’s new timepiece gallery space on Spring Street.

“The Nature of Time,” which runs from July 10 through September 30, will feature eight immersive “zones” for guests to explore and familiarize themselves with Grand Seiko’s traditions, craftsmanship, and technology. The “Takumi Lounge” in the Lion’s Den area, opening later in the summer in the boutique’s downstairs hosting area, will offer a VIP experience modeled after that of a bar on Tokyo’s world-famous Ginza.

The main draw, of course, is the plethora of Grand Seiko timepieces — all of the brand’s boutique-exclusive editions including the recently launched Toge Special Edition; the limited-edition 60th anniversary pieces announced earlier this year; and, for the first time ever, several rare timepieces made exclusively for the Japanese market.

Headlining the exhibition and lending its name and theme are the timepieces in the “Nature of Time” collection, four limited editions that pay colorful tribute to the seasons (the USA has four of them; Japan has 24, called Sekki; we cover the watches in detail here.). Specifically, it is Japan’s springtime, and “the fleeting beauty of the ‘sakura’ cherry blossoms,” that inspired the Experience, which is the latest milestone for the brand in 2020, its 60th anniversary year.

“We’re extremely proud to open The ‘Nature of Time Experience’ for Grand Seiko clients and all watch enthusiasts in the heart of New York City,” said Brice Le Troadec, President Grand Seiko Corporation of America (GSA). “We are passionate about ‘redefining retail’ by creating this immersive, personalized, and safe experience for the watch collecting community.” David Hurley, Executive Vice President of Watches of Switzerland, added, “Watches of Switzerland is excited to celebrate the next step in the evolution of our partnership with Grand Seiko in New York City. With our expertise in retail and Grand Seiko’s unwavering commitment to innovative and world-class watchmaking, we have been able to create a highly immersive and individualized retail experience that will bring personalized shopping to a whole new level.”

The Grand Seiko and Watches of Switzerland “Nature of Time Experience,” is open to walk-in visitors, but reservations are highly encouraged due to limited capacity. As per current mandates, masks and social distancing will be required. Guests may also virtually “visit” through interactive AR technology and videos of each zone, at https://grandseikonatureoftime.com.