Grand Seiko And Watches Of Switzerland Present The Nature Of Time Experience In NYC

As the stores in SoHo open again, Grand Seiko and Watches of Switzerland offer an experience that allows you to submerge yourself in the world of this iconic Japanese brand. What makes the ‘Nature of Time’ so special is that it brings to the United States the most extensive collection of Grand Seiko models in the world. This includes all the limited edition pieces that Grand Seiko launched for its 60th anniversary and the Toge Special Edition GMT, a Watches of Switzerland exclusive model, as well as several timepieces normally only available for the Japanese market. “Watches of Switzerland is excited to celebrate the 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. “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.”

Brice Le Troadec, President Grand Seiko Corporation of America (GSA) underscores this “We are passionate about ‘redefining retail’ by creating this immersive, personalized, and safe experience for the watch collecting community.” In eight different areas, visitors will be taken into a highly immersive experience where they learn all about the various aspects that make Grand Seiko the benchmark brand that they are today. This gives visitors a unique insight into not only what it takes to create a Grand Seiko, but also in the technology that powers them, wither this is mechanical, quartz, or Spring Drive.

Later this summer, guests will also have the opportunity to enjoy typical Japanese hospitality, or Omotenashi as it is called in Japan, at the downstairs Takumi lounge. Modeled after the typical and charming bars you can find in Ginza, Tokyo, it is the perfect place to end a visit of the experience, and preferably celebrate the purchase of your own Grand Seiko, as all the watches in the exhibition are available for sale.

The ‘Nature of Time’ experience is located at 119 Spring Street in SoHo and will be open from July 10 through the end of September. It is free to walk in, but reservations are highly encouraged due to limited capacity. As a commitment to caring for the health and well-being of both employees and guests, masks and social distancing will be required.

You can also visit the ‘Nature of Time’ Experience through interactive AR technology and videos of each zone from your own homes at https://www.grandseikonatureoftime.com/