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Introducing the Grand Seiko ‘Nature of Time’ Exhibit and New GMT ‘Toge’ Special Edition

Grand Seiko opened an exhibit in Soho, New York City to display its core tenets in an immersive and visually stimulating way to all watch enthusiasts in the area.

July 17, 2020
By: Anna Griffin & Logan Hannen

Grand Seiko opened an exhibit in Soho, New York City to display its core tenets in an immersive and visually stimulating way to all watch enthusiasts in the area. The location also unveils its newest watch, the SBGM241. This homage to “the nature of time” displays the reigning principles of Grand Seiko’s philosophy, including beauty and precision.

The Theo & Harris team first encountered Grand Seiko’s innovative immersion techniques at the Godzilla event, held in L.A. last December. The creativity, splendid execution, and powerful messaging stunned our team, and we released this video to explain the genius of their efforts.

Source: Theo & Harris

This limited time collaboration with Watches of Switzerland is no different. Grand Seiko weaves loud colors, hard angles and a tasteful use of negative space together intelligently. It feels like a museum where, upon leaving, one is left more with an impression of Grand Seiko’s philosophy rather than a catalog of its watch offerings.

Source: Theo & Harris

Its entry room features a bright nature pattern, followed by several models from each of Grand Seiko’s collections, heritage, elegance, sport, and masterpiece. The next space, which overwhelms the viewer with a meditative calm, proudly and beautifully features Grand Seiko’s US market ‘Seasons’ collection, with rotating scenes mirroring the four watches’ inspirations on large screens above the casings. Following the Seasons room is a minimalist seating and checkout area.

Source: Theo & Harris

Source: Theo & Harris


Source: Grand Seiko
The Specs:
Case Diameter: 39.5mm
Case Material: Stainless Steel
Crystal: Sapphire
Water Resistance: 30 Meters
Strap/Bracelet: Dark Brown Crocodile
Movement: Grand Seiko Caliber 9S66 Automatic GMT Movement

Source: Grand Seiko

The Specs:
Case Diameter: 39.5mm
Case Material: Stainless Steel
Crystal: Sapphire
Water Resistance: 30 Meters
Strap/Bracelet: Dark Brown Crocodile
Movement: Grand Seiko Caliber 9S66 Automatic GMT Movement

The SBGM241 comes in a 39.5mm stainless steel case finished exquisitely with Grand Seiko’s signature Zaratsu polishing. It’s a more traditionally styled case than we’re used to seeing from the brand, with lugs welded to the case instead of a more cushion style design like, for example, the Snowflake or Superman. These lugs slope beautifully from the case and wrap around the wrist in an elegant display of Grand Seiko’s more classic side.

Source: Theo & Harris

Of course, the major change in this version of the watch is its dial. Its rich emerald green shimmers in the light, in large part due to the Mt. Iwate pattern engraved into the dial’s surface. We’ve seen this pattern a few times, most notably in blue on the SBGK005, but this is a first in this shade of green, and it really takes on a whole new character in such a rich, earthy tone.

Source: Theo & Harris

Beyond the dial, everything else remains fundamentally unchanged from the standard SBGM221. Powering the watch is the Grand Seiko caliber 9S66, an automatic GMT movement with a whopping 72 hour power reserve, beating at the higher beat-rate 28,800 BPH. The movement is visible through the sapphire see-through caseback.

Source: Theo & Harris

Perhaps the most interesting thing about the watch’s release has nothing to do with the watch itself, but with the augmented reality experience the brands are launching as a way to virtually try the watch on from the safety of your own home. To try it out yourself, you can head to the Grand Seiko USA Instagram (@grandseikousa), the Watches of Switzerland account (@watchesofswitzerland_official) or Mayors Jewelers (@mayorsjewelers), and then click on the “Toge Edition” story highlight at the top of the account. From there, you will be able to swipe up and try on the filter on your own wrist. It’s a bit finicky, admittedly, but it’s a genuinely unique and interesting form of marketing that, I expect, we’ll be seeing develop more as the current world situation keeps up.

 

The Damage
The Grand Seiko x Watches of Switzerland Group Toge Limited Edition SBGM241 retails for $5,200.

 

Visit the exhibit at 119 Spring St., SOHO, NYC, Mon. – Sat. 11am – 7pm, Sun. 12pm – 6pm or virtually at https://www.grandseikonatureoftime.com/.

Visit https://www.watchesofswitzerland.com/ for more info on the new models.

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