Grand Seiko was once Japan’s best-kept secret. As its watches were sold exclusively in the country, only the most discerning watch collectors could enjoy the brand. This changed in 2010 when Grand Seiko was made available to the international public. Within a few years, it became wildly popular for its impeccable aesthetics, precision mechanics, and technological advancements.
A symbol of luxury and exclusivity, it is now one of the most sought-after watch brands in the world.
This success can be attributed to its unique approach to watchmaking. Grand Seiko timepieces are handcrafted in Japan by expert watchmakers who pay meticulous attention to every stage of the manufacturing process. The brand’s crown jewel, Spring Drive technology, combines the beauty of mechanical movements with the precision of quartz regulation.
This brilliant invention, which took 28 years and 600 prototypes to develop, delivers a remarkable accuracy rate of ±1 second a day. This stands in stark contrast to COSC specifications of -4 seconds to +6 seconds. Other hallmarks, from the intricate zaratsu polishing to its nature-inspired designs, demonstrate the Japanese watchmaker’s unique approach to watchmaking.
“Since 1960, our philosophy has always been to develop watches with durability, precision, craftsmanship, and ease of use. Even after over 60 years, these four values remain unchanged. On top of that, being a Japanese brand in the luxury watch market is unique,” says Yoshikatsu Kawada, managing director of Grand Seiko Asia-Pacific, on the brand’s unique selling proposition.
Interestingly, the company does not distinguish between Swiss and Japanese watchmaking. “We don’t compare. We seek to coexist. For example, we pursue our own technological development, such as the Spring Drive, which is exclusive to us. We respect what the Swiss have been doing and learn traditional watchmaking from them,” says Kawada.
He divides his time between Tokyo and Singapore, where Grand Seiko opened its third subsidiary, Grand Seiko Asia-Pacific, in October 2022. Since separating from Seiko in 2017, the company has accelerated its expansion. It established Grand Seiko Corporation of America in 2018 and then Grand Seiko Europe in 2020, two of its most important markets outside Japan.
A key component of its global expansion is the establishment of strategic retail locations around the world. Its latest boutique at Marina Bay Sands is also the first in Singapore and the first Grand Seiko boutique worldwide to premiere a new design concept.
“APAC has always been an important market for us. In the last few years, Singapore, in particular, has shown such rapid growth. It’s definitely the luxury hub for the region. We also see huge potential in neighbouring countries like Malaysia, Philippines, Indonesia, and Thailand,” says Kawada.
“[The boutique] gives clients and customers an idea of the brand. It helps us communicate our philosophy, the nature of time, which resonates particularly well with our clients and target audience,” he adds. He describes Grand Seiko’s clientele as “cultured and discerning young consumers in their mid-30s”.
Kawada’s immediate goal is to further improve the brand’s distribution channel, which ultimately translates to having more points of sale. Apart from its Marina Bay Sands boutique—a partnership with long-time partner Thong Sia Watch (Far East) Co.—the watches are also carried by The Hour Glass and Cortina Watch. As for when we can expect a second stand-alone boutique in Singapore, he replies with a smile before saying, “We’re working on it.”
