Seiko opens largest global flagship store on Madison Avenue, New York

Seiko has opened its largest flagship store to date on New York's iconic Madison Avenue. Marking a key milestone in the watch brand's history, the company hosted a grand opening event on February 8.

Located at 540 Madison Avenue, the multi-level 580 square foot flagship store features an contemporary and elegant design that reflects the brand's messaging while seeking to push the boundaries of innovation and watch design.

Celebrating the brand's heritage, the new flagship store features Japanese aesthetics and design touches through. Key elements of the store's interiors include designs inspired by a traditional form of Japanese woodwork known as "kumiko," and custom watch display cases made from light-colored wood.

The flagship store features Seiko's extensive collection of timepieces and includes a private room showcasing the exclusive Masterpiece Collection, designed with meticulous attention to detail for a unique and welcoming experience.

"The United States has accelerated the growth of Grand Seiko outside of Japan, and this new boutique opens a new chapter for the brand's further development," said Akio Naito, president of Seiko Watch Corporation in a statement.

"Being located at such a prime location, I am certain it will allow more customers and watch lovers from around the world to experience Grand Seiko's uniquely Japanese worldview and its endless passion for perfection."