On Friday, Watches of Switzerland and Grand Seiko debuted an exclusive, limited-time-only physical and virtual watch experience called the Nature of Time.

The Nature of Time Experience pop-up houses the largest display of Grand Seiko timepieces in the world and consumers can see not just the full Grand Seiko catalog — they can also learn about the Japanese watchmaker’s heritage, craftsmanship, and design. And even if you cannot make it in person, you can also visit the store virtually from the comfort of your home.

Grand Seiko 24 Seasons watches
Grand Seiko 24 Seasons watches

Inspired by Japan’s spring and the ephemeral “sakura” cherry blossoms, the intrinsically connected nature of time and the changing seasons are explored through timekeeping.

Grand Seiko SBGA415 Taisetsu Special Edition
Taisetsu: The Deep Snow of Winter Pine trees crusted with snow, silent under the sun of winter. It’s when the world has settled into a slumber only to awaken in the spring. This model’s dial celebrates the winter snow as it gathers and glitters against the sunlight. (Ref. SBGA415)
Grand Seiko SBGA413 Shunbun Special Edition
Shunbun: The Vernal Equinox When sakura blossoms fall into water, they swirl and float. The pink blossoms dance on the water, and the Japanese call them flower rafts, hanaikada. The pink dial of this model captures the spirit of the fleeting sakura season. (Ref. SBGA413)
Grand Seiko SBGH271 Rikka Special Edition
Rikka: Early Summer As spring passes to summer, the land turns lush and green. A refreshing summer zephyr blows over waving fields and grass. This refreshing zephyr in Japanese is kunpu. This model’s rich, green dial seizes a summer moment to enjoy forever. (Ref. SBGH271)
Grand Seiko SBGH273 Shubun Special Edition
Shubun: The Autumnal Equinox Under the moonlight, the night is quiet except for the last of the chirping crickets. The bright moon against the dark sky in Japanese is known as tsukiyo. The dial of this model is a dark blue to celebrate the autumnal equinox and represent the autumn clouds as they float through the sky. (Ref. SBGH273)

“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.”

The dedicated Grand Seiko gallery is located at 119 Spring Street — just a 2-minute walk from Watches of Switzerland’s two-level flagship store at 60 Greene Street —  and will be open until September 30, 2020.

Grand Seiko and Watches of Switzerland invite you to schedule an appointment or to virtually “visit” The Nature of Time Experience through interactive AR technology and videos — from the comfort of your home.

Grand Seiko SoHo 119 Spring Street Storefront
Grand Seiko SoHo 119 Spring Street storefront
Grand Seiko Collections
Grand Seiko Collections
Nature of Time Experience
Nature of Time Experience
The Nature of Time
The Nature of Time
Sakura Room
Sakura Room
Takumi Lounge
Takumi Lounge
Den of Lions
Den of Lions

Virtually visit the Grand Seiko “Nature of Time Experience.”

Jason Pitsch
Posted by:Jason Pitsch

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