Interview and text by Masayuki Hirota (Chronos-Japan)
We want to establish GS as a luxury brand in the global market.
Grand Seiko is doing well not only in Japan but also overseas. For those who remember the time 10 years ago when the brand was only known in Japan, it feels like a different era. The man who has been driving this success is Shuji Takahashi, President, COO, and CMO (Chief Marketing Officer) of Seiko Watch. Since taking up the position of Executive Managing Director and CBO (Chief Branding Officer) in 2015, he has introduced rapid-fire reforms.
Born in Tokyo in 1957. Representative Director, President, COO, and CMO (Chief Marketing Officer) of Seiko Watch. After graduating from the School of Science and Engineering at Waseda University in 1980, he joined Hattori Watch Co., Ltd. (now Seiko Holdings Corporation). After working in product planning and public relations departments, he became a director and executive officer of Seiko Watch in 2012. In 15, he became the company's director, senior managing executive officer, and CBO (Chief Branding Officer). He has held his current position since 2017. He is a key figure in Grand Seiko's rapid growth.
"Compared to before it became an independent brand in 2017, sales in overseas markets have tripled in two years, and in the US they have quadrupled. According to the latest fourth-quarter data (for the three months up to December 2019), our sales ranking in the US market in the $5000 to $10,000 price range has risen from fifth to fourth. We can say that we are establishing ourselves as a luxury brand in the US. Next, we will open a new company in Europe, and transfer the GS business currently handled by our local subsidiary to it." Takahashi takes a calm view of Grand Seiko's position.
"Up until now, luxury has favored addition. GS, on the other hand, has been about subtraction. I think it has gone along with the trend of the times, where minimalism is preferred. Luxury is not about comparing specs. I think it was successful in deliberately distancing itself from the most common denominator of manufacturing and establishing its own identity."
What's particularly interesting is the focus on Europe and the US. Why did they choose a market that is difficult to penetrate, rather than Asia, where GS is already popular?
"Other markets are important, but I think it's important to gain recognition in mature luxury markets. That's why Europe is more important than Asia."
Further accelerating this trend towards luxury are the two movements announced in 20. Both have astonishing performance for mass-produced watches.
"Simply put, it's the highest-spec caliber in GS history. Development of the mechanical movement began in 2011, achieving high precision, a long battery life, and a slim profile. On the other hand, the Spring Drive movement combines long battery life, a slim profile, and robustness. We're not yet at the stage where we can discuss specifics, but in terms of mastering the essence of timekeeping, we will pursue even higher precision, and perhaps even a perpetual calendar to express the passage of time," he continued. "The number 60 means that the hands of the clock have completed one full rotation. I believe that 2020, our 60th anniversary, is the year GS begins a new cycle and steps up to a new stage, towards becoming a truly global luxury brand."
This is a reissue of the design of the original model, which was made into a regular model to commemorate the 60th anniversary of the birth of the Grand Seiko GS. The basic specifications are the same as the 2017 reissue, but the buckle has been changed to a three-fold type for added practicality. As befits a luxury watch, the indices are made of 18K gold. Manual winding (Cal. 9S64). 24 jewels. 28,800 vph. Power reserve of approximately 72 hours. 18K gold (diameter 38.0mm, thickness 10.9mm). Exclusive to Grand Seiko boutiques. Price: 2.8 million yen. Scheduled for release on June 6th.
http://www.webchronos.net/news/43764/
