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Grand Seiko, which withdrew from BASELWORLD, the world's largest watch and jewelry fair, at the end of 2019, has returned, marking a groundbreaking step. We consider the significance, background, and impact of this decision, as well as the future of the watch fair.
(Article published on October 9, 2021)
From "Japan's GS" to "Global GS"
Japan's Grand Seiko (GS) will be participating and exhibiting for the first time at the exclusive watch fair WATCHES & WONDERS GENEVA (WWG) 2022, which will be held in Geneva, Switzerland from March 30 to April 5, 2022. The event was officially announced on October 5, 2021.
Prior to this announcement, the fair's secretariat also sent out a press release on its official website and in an email to watch industry insiders, stating that "approximately 40 watch houses will be exhibiting at a physical (physical, not virtual) watch salon."
With this, Grand Seiko has finally established itself as a luxury watch brand recognized by prestigious Swiss brands among Japanese watch brands. It has already gained a solid reputation in the United States as a brand that can rival the prestigious Swiss brands. And with its participation and exhibition at the WWG in Geneva, Grand Seiko is now ready to establish itself as a luxury brand in the European market, which was its biggest challenge.
Grand Seiko's participation and exhibition was offered by WWG
https://www.grand-seiko.com/jp-ja/news/pressrelease/20211005
The press release includes the following comment from Seiko Watch President and CEO Akio Naito:
"Watches and Wonders Geneva 2022 is an ideal venue for Grand Seiko to make its debut, and we are extremely grateful for this opportunity. We are confident that the many visitors to the exhibition will appreciate Grand Seiko's evolution to a new stage. Furthermore, through our new 2022 collection, they will be able to experience for themselves the unique sensibility and creativity that Grand Seiko brings to the world of luxury timepieces."
This is an exclusive watch fair where only invited media and retailers are allowed in except on the final day, so it's not like any brand can participate if they just raise their hand. While not mentioned in Naito's comments or the press release above, Grand Seiko's participation and exhibit this time was likely due to an offer (proposal) from the WWG secretariat. This means that the prestigious brands participating in WWG have recognized Grand Seiko as a luxury brand worthy of being exhibited.
According to the company's public relations officer, while many online events have been held over the past two years amid the COVID-2 pandemic, the company's main reason for deciding to participate and exhibit was its belief that "physical (real) fairs where people can actually touch the products will become even more important in conveying the appeal and value of watches. And WWG is the perfect place to embody that."
Western watch journalists have been highly appreciating Grand Seiko since its worldwide expansion began in 2010. However, with the decision to participate and exhibit at WWG2022, Grand Seiko has risen to another level as a watch brand. It can be said that the Swiss watch industry has also given Grand Seiko a reputation that is different from anything Seiko has received in the past. This is a very welcome development for Japanese watch enthusiasts.
