Grand Seiko opens a new boutique and museum in Tokyo

May 2024

Grand Seiko opens a new boutique and museum in Tokyo

The two new dedicated spaces combine immersive experiences, hands-on displays, and exhibitions to showcase the brand’s heritage and expertise, embodying its philosophy and message. They promise an interesting, educational, and enjoyable journey for visitors and watch aficionados alike.


he one-of-a-kind Grand Seiko Boutique, located in the corner of Omotesando Hills in the Shibuya district of Tokyo, embodies the brand message “Alive in Time” through immersive spaces, hands-on displays, and areas showcasing artworks by artists who share the same commitment to craftsmanship as Grand Seiko.

The visuals and music projected on the LED walls inside the store invite customers into the world of Grand Seiko’s Evolution 9 Collection, and for the first time in its history, the boutique has a dedicated area for directly viewing and touching these models.

Grand Seiko has also opened its own museum on the 6th floor of The Seiko Museum Ginza. Dedicated to the brand, the space has over 100 pieces on display, including icons such as the very first Grand Seiko from 1960 and rare treasures that have garnered worldwide acclaim. The exhibition is open to the public, and admission is free.

The Grand Seiko Museum features several areas with separate themes, such as Beginning, Challenge, Variety, Innovation, and Evolution.

Grand Seiko opens a new boutique and museum in Tokyo

The museum traces the brand’s journey from the first-generation Grand Seiko to the ongoing challenge to create world-class timepieces with unique standards of accuracy and design principles. It delves into the mechanical marvels shaping today’s Grand Seiko, featuring the world-famous 9S mechanical, 9R Spring Drive, and 9F Quartz movements. Visual displays illustrate the distinct characteristics of these innovative movements and their continuing evolution.

An impressive array of historical timepieces and movements adorns the far wall, showcasing the brand’s rich heritage. As visitors circle the museum, they naturally immerse themselves in Grand Seiko’s history and craftsmanship, making this an interesting, educational, and enjoyable experience for ordinary visitors and die-hard watch fans alike.

Grand Seiko opens a new boutique and museum in Tokyo

The museum’s interior design embodies Grand Seiko’s brand philosophy of “The Nature of Time”, which draws inspiration from Japanese aesthetics and spirituality, reflecting the essence of watchmaking. Visitors can enjoy the exhibits in a quiet, relaxing space designed with soft natural tones to create a tranquil, refined experience befitting a world-class luxury brand.

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