If you were a watchmaker looking to open a global flagship, where else would you look other than London? We can’t think of anywhere and fortunately it seems that Japanese brand Seiko are on board with our ethos, at least if their new Knightsbridge boutique is anything to go by.
It’s a big step for Seiko. They’re more often known for watches well under the four-figure mark rather than the usual glitzy stores around the area, not to mention being just a few doors down from Harrods. Thankfully that’s something they have taken into account.
Rather than displaying the entire Seiko range – which would be more or less impossible, even taking up a floor of Harrods – over half the store is devoted to Grand Seiko. The rest of the space is a mix of the GPS-inspired Astron, classical Presage and Prestige collections and Credor, the most exquisite (not to mention expensive) pieces from Seiko.
The store was officially opened on Thursday and in true Japanese style forwent the traditional ribbon cutting in favour of breaking open a ceremonial barrel of sake. Needless to say, it was a good launch party.
Company president and COO Shuji Takahashi was joined by Japan’s ambassador to the UK, Koji Tsuruoka to say just how big a step the opening was for both Seiko and Japan as a whole – and it is huge for both.
Grand Seiko has always been one of the least-known but most-admired watch brands in the world. They’re the kind of pieces that don’t grab headlines despite being technically brilliant and utterly beautiful, flying under the radar and onto the wrists of the few in the know. Having a store in one of London’s most prestigious shopping areas might be just the impetus they need to finally be realised for what they are.
Jonathan Ross at the launch of Seiko’s flagship store in Knightsbridge
The turnout certainly hinted at that. Along with the general watch press, Jonathan Ross made an appearance. As a devoted student of Japanese culture – oh and you may have seen him on TV from time to time – they may well have a new ambassador in the making. At the very least a plug on one of his shows wouldn’t go amiss.
Will the Knightsbridge boutique have the impact that Seiko are hoping for the brand? Only time will tell of course, but things seem to already be heading in the right direction. If they wanted to make people sit up and pay attention to the masters of Japanese watchmaking, Seiko couldn’t have done a better job.
