Long interview with editor-in-chief Akihiro Yamamoto-Ask the president of Seiko Watch Shuji Takahashi. : Aera Style Magazine

Yamamoto : First of all, I would like to ask you about Grand Seiko. When I became an independent brand from Seiko in 2017, I thought it was a good strategy, but I didn't think it would succeed so quickly. Did President Takahashi envision this kind of speed at that time?

Takahashi : The globalization of Grand Seiko started in 2010, but it took some time before it was really recognized by retailers, overseas watch journalists, and watch lovers. We have been calling overseas journalists to Japan to see our factories, seeing the skills of our craftsmen, and promoting the greatness and splendor of Grand Seiko. That's how much preparation time was needed. Taking the opportunity of brand independence in 2017, we set up and worked on a strategy unique to Grand Seiko, apart from the distribution strategy of SEIKO up to that point. In the United States, we established a separate company (GSA) from SEIKO in 2018 and expanded our business at once.

Yamamoto : I heard from President Takahashi before that the key phrase when Grand Seiko breaks is the word "quiet luxury." It was said that the way of communication was changing, but for example, watch lovers and collectors of the antique market began to evaluate it. On top of that, when new types of entrepreneurs began to say, "Isn't there a good brand other than the traditional luxury brand's look-alike watch?" Did Grand Seiko match? The timing was right.

Takahashi : I think that was the trend of the times. The world has matured in various ways, and a boom in oriental culture and Japan has occurred overseas. There are people who are familiar with Zen and Japanese pottery, such as sushi and Japanese food, and go to Japanese hot springs many times, and there is something like a global boom, and Grand Seiko's standard design is It is sometimes said to be sober in Japan, but it was a very happy event to be called Quiet Luxury overseas. It's minimal, has no extra decoration, and yet has a neat appearance as Rin. It was very refreshing for us to say that Grand Seiko is a quiet luxury. People who are said to be new wealthy people overseas are not satisfied with conventional luxury watches and are looking for something called new luxury. It's not about bragging or showing off to others, but convincing yourself and choosing the one that suits your lifestyle and values. To that end, I would like to launch a brand for such new people.

Yamamoto : Speaking of new luxury, it also leads to the post-corona era. Now you are starting to think about what is luxury for you. Not only because it's a brand or because it's expensive, but also because it's an SDGs perspective. When I ask myself what I am and wonder what kind of wristwatch is right for me, I think the concept of new luxury becomes very important.

Takahashi : The keyword SDGs came out, but when we continue to do business for a long time, sustainable coexistence with the earth is a very important factor. Of course, there are problems with the global environment, problems with regional development, and problems with working styles. There are various factors, but I would like to be able to firmly grow this Grand Seiko business with SDGs-like ideas.

Yamamoto : Actually, when I first heard the word "THE NATURE OF TIME", which is the tagline of Grand Seiko, I honestly didn't understand the meaning. Now that I've heard the story, everything is connected like a series of planets. I found out that THE NATURE OF TIME means something like sustainable things, Japanese aesthetics, and quiet luxury.

Takahashi : In English, nature has the meaning of nature and the essence. I wonder what the nature of time is for Japanese people without adding commentary.

Yamamoto : I was thinking (bitter smile). But when it comes to the "essence of time," it's Seiko itself. It's the same as what the founder Kintaro Hattori first thought of. So, if you go to the Shizukuishi factory and see the clocks being made in nature, everything will be connected.

Takahashi : The same is true for Shizukuishi and Shiojiri. There is abundant nature, and there are watches with dials that use that nature as a motif. From now on, nature is a double entender of nature and the essence of watches, and we will communicate with each other. If you look at the advertising expression, you will understand the meaning of the word nature.