Seiko opened its first ever high-end boutique in the US last month and threw one heck of a party in New York to celebrate. Even Novak Djokovic was there!

Seiko In The US

Although much of the brand’s more generic offerings have been available for sale through various retailers for decades now in the US, the newly opened boutique on New York’s famed Madison Avenue will cater more to those seeking the brand’s high-end collections, such as Ananta, Galante, Credor and of course Grand Seiko. As you might have guessed there will also be a number of ‘Boutique Exclusives’ available at the new store.

As nice as the new boutique is however Seiko decided it wanted to announce its arrival in unforgettable style and so the official launch was actually held at Rockefeller Center’s famed 620 Loft and Garden indoor/outdoor event space on Tuesday evening.

Seiko Launch Party 2 - The Watch Lounge_wm

Seiko Launch Party

In attendance were a number of notable heavyweights from Seiko, including no less than the Global President and CEO of the Seiko Watch Corporation himself, Mr. Shinji Hattori. A member of the fourth generation Hattori family to run Seiko, Mr. Hattori expanded on his vision for Seiko in the US and the company’s focus on growing its high-end offerings while also remaining at the forefront of technological developments.

Seiko Launch Party

seiko launch party

Also on hand to add a dose of star-power was tennis superstar, Novak Djokovic, currently ranked No.1 in the world. Djokovic officially became Seiko’s worldwide brand ambassador at the start of this year at the Australian Open, bringing to an end his 2-year sponsorship deal with Swiss watch brand Audemars Piguet.

Seiko Launch Party

After officially cutting the ribbon to signify the opening of the new boutique, Hattori invited Djokovic and a few others to help him perform Kagami Biraki, a Japanese traditional ceremony which literally translates to “Opening the Mirror”. It essentially involves the opening of a cask of Sake at a party or ceremony with wooden hammers, to mark an important occasion. Guests were then invited to grab a glass of sake and toast the new Boutique’s success, a request that not surprisingly did not go unheeded.

Seiko Lauch Party

Seiko launch party

Seiko launch party

It’s clear that Seiko feels very positive about its future in the US and so it seems this will be the first big step of many as the brand seeks to cultivate the same passionate following here that it enjoys back home.

So, if you live here in New York or are planning a visit anytime soon, take some time to swing by the new Seiko Boutique at 510 Madison Avenue, you might just discover a whole new world.

Special thanks to Seiko USA for hosting us!

If you would like more information on the new Seiko Boutique in New York please visit the official Seiko USA website.

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Tom Mulraney
Tom Mulraney
Founder & Editor
Tom likes to write about luxury watches. So much so, that he created The Watch Lounge just so he would have an outlet for his passion. Together with his team, he is dedicated to bringing you original, entertaining (and maybe even a little educational) luxury watch and lifestyle content.

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