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In a recent interview, Seiko Watch Corporation President Akio Naito addressed various ideas that the brand has been considering. One of the main concerns raised was regarding the quality of the brand's bracelets. Mr. Naito acknowledged the need for improvements and mentioned that changes, including the addition of micro-adjust, are in the works. However, he also highlighted the brand's success and growth over the years, emphasizing that Grand Seiko has much more to offer than just its bracelets.
Grand Seiko, known for its nature-inspired dials and iconic designs, has been gaining recognition among watch enthusiasts worldwide. The brand's unique creations resonate with fans, and efforts in marketing and communication have helped elevate Grand Seiko to the status of a true luxury brand with a distinct Japanese identity.
To increase awareness of Grand Seiko among a wider audience, the brand recently opened a new flagship boutique on Madison Avenue. This serves as a destination where watch connoisseurs from around the world can experience the brand's worldview. Furthermore, Grand Seiko aims to communicate the unique qualities of its creations and the stories behind them. The brand draws inspiration from Japan's culture, heritage, and natural surroundings.
Moving forward, Grand Seiko plans to focus on a core group of models and limit the number of regional editions. By doing so, the brand aims to make it easier for customers to find a creation that resonates with them. Key creations that have gained popularity in all regions include the "Shunbun" watch, the "Snowflake," and the "White Birch" high-beat watch.
Regarding the futuristic aesthetics of the Kodo collection, Mr. Naito explained that while the designs may differ, the underlying design principles remain consistent with all Grand Seiko creations. The Kodo collection, which expresses the Japanese aesthetic of light and shadow, has had an influence on other core creations powered by Caliber 9SAS and based on Caliber 9SA5.
When it comes to pricing, Grand Seiko focuses on the unique characteristics of each brand or collection rather than differentiating them based on price. Mr. Naito believes that Grand Seiko and King Seiko, for example, have their own identities and do not directly compete with each other. The price differences are influenced by factors such as accuracy, finishing, and craftsmanship.
While acknowledging the competition in the industry, Mr. Naito sees opportunities for collaboration and mutual learning between Japanese and Swiss brands. He believes that craftsmen from both sides can exchange ideas and skills to further enhance their respective brands.
As for the long-standing issue of bracelets, Grand Seiko is aware of the feedback and has been working internally to improve their quality and design. The technical construction and conflicting patents have posed challenges, but the brand is actively exploring solutions. The release of the improved bracelets and how they will be made available to existing models is something that the brand is carefully considering.
