Grand Seiko becomes an independent brand / Grand Seiko launches a new global strategy

Seiko Watch Corporation President and CEO Shinji Hattori gives a speech at Baselworld. With the independence of the Grand Seiko brand, the company will expand its lineup from a focus on business models to include full-scale sports models such as diver's watches and chronographs, as well as elegant watches led by ladies' models.

One of the biggest topics at Baselworld 2017 was Grand Seiko becoming an independent brand.
The Grand Seiko, released in 1960, has since been positioned as Seiko's flagship model.
However, in order to accelerate its globalization and luxury movement, Seiko decided to become independent.

　On March 23, 2017, watch journalists from around the world gathered at the Baselworld Conference Center. In front of them, Shinji Hattori, then President and CEO of Seiko Watch (now Chairman), began his speech.

"Grand Seiko has been distinguished by its design, character, presentation and, more recently, above all, its caliber. To strengthen this unique appeal and make it known to a wider audience, we are taking a step further: making Grand Seiko a completely independent brand. The Grand Seiko logo will be placed at the 12 o'clock position on all creations we present here at Baselworld, and this will apply to all Grand Seiko creations from now on."

　As evidenced by inviting journalists from around the world, Grand Seiko will begin its full-scale global expansion this year. Changing the logo at 12 o'clock from "SEIKO" to "Grand Seiko" and standardizing the name on the dial were signs of this intention.

　Grand Seiko began expanding overseas in 2010. Since then, Seiko has focused on expanding sales of Grand Seiko through boutiques. As of March 2017, the number of stores selling Grand Seiko overseas is approaching 200 worldwide, spanning Asia, Europe, the Middle East, Australia, the United States, and Central and South America. While this is still not as high as the Swiss manufacturers, it is an astonishing speed considering that it has only been seven years since the brand first launched.

　Additionally, Seiko has made many behind-the-scenes efforts. Every year, they invite overseas journalists and retailers to visit the Grand Seiko factories in Shiojiri and Shizukuishi. Having seen the manufacturing process and spoken to the people involved, it's no surprise that they have developed a favorable impression of Grand Seiko and Japanese watchmaking.

　The result has been growing recognition from journalists and retailers every year. Everyone from Peter Chong, founder of the watch information website Deployant, to Jack Foster, editor-in-chief of Hodinkee, and even German journalist Gisbert L. Bruner have all spoken out about their love for Grand Seiko, a change that would have been unthinkable even 10 years ago.

　At the same time, within Seiko, the Grand Seiko team was also working on a plan to move the logo to the 12 o'clock position. The idea had been brewing for a long time, but it was the Grand Seiko brand's independence and its full-scale expansion overseas that pushed it forward. Finally, Grand Seiko made the long-awaited decision to move to independence.