Watchmaking in Japan


Visiting Seiko Dream Square in Tokyo

CONCEPT STORES

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July 2019


Visiting Seiko Dream Square in Tokyo

Last December, Seiko inaugurated this space, which differs greatly from a traditional boutique. Rather than simply displaying watches, the Japanese giant has designed very distinct “universes” on each floor for its Prospex, Presage and Lukia models, as well as the Astron.

L

ast December, Seiko inaugurated its Dream Square, which differs greatly from a traditional boutique. Rather than simply displaying watches, the Japanese giant has designed very distinct “universes” on each floor for its Prospex, Presage and Lukia models, as well as the Astron.

Rather than simply displaying watches, the Japanese giant has designed very distinct “universes” on each floor.

Seiko Dream Square in Ginza
Seiko Dream Square in Ginza

On the ground floor, which is known as the Seiko Satellite Museum, a watchmaker is present twice a week to show how Seiko wristwatches are assembled. Several of the brand’s historical watches illustrate the major innovations introduced by the Japanese group.

Several of the brand’s historical watches illustrate the major innovations introduced by the Japanese group.

The glass door of this four-storey boutique reproduces the famous clock of the adjacent Wako department store, and animations take the visitor “inside” the clock through three videos: a view of the Ginza 4-Chome intersection, a papercraft-style computer graphic with historical events in Ginza, and designer sketches of Seiko watches. It’s a place of experimentation.

It’s a place of experimentation.

Visiting Seiko Dream Square in Tokyo
Visiting Seiko Dream Square in Tokyo
Visiting Seiko Dream Square in Tokyo
Visiting Seiko Dream Square in Tokyo
Visiting Seiko Dream Square in Tokyo
Visiting Seiko Dream Square in Tokyo
Visiting Seiko Dream Square in Tokyo
Visiting Seiko Dream Square in Tokyo
Visiting Seiko Dream Square in Tokyo