Seiko changes distribution policy

Posted March 23, 2010 |

In an important announcement, and one that affects Australian and New Zealand retailers, Seiko has changed a long-held policy on Grand Seiko.

The renowned and respected luxury watch collection, Grand Seiko, is to be released into selected international markets during 2010.

Although Grand Seiko first appeared in 1960, and celebrates its 50th Anniversary this year, the collection has always only been available in the local Japanese market.

Adored by many watch aficionados worldwide, a Seiko spokesman said Grand Seiko has, “Long been recognised by collectors, watchmakers and industry observers as one of the great watches in the world.”

At a large press conference at Baselworld, Seiko Watch Corporation announced, “Grand Seiko has, until now, been available only in Japan and a very limited number of retail locations elsewhere but, thanks to increased production capacity, Grand Seiko will be marketed in partnership with carefully selected retail partners in other markets.”

Brett Neill, Seiko Australia’s group sales manager, explained that Grand Seiko is priced between $4,000 and $8,000 in Japan and features spring drive technology as well as high-end mechanical and quartz movements.

“So the skills and expertise needed to meet production demand has always been very difficult to provide global distribution,” Neil said.

He added that it will be a step-by-step approach as the production increases.

Neill explained that, “Although Grand Seiko is positioned in that segment of the local Japanese market ($4K-$8K) the collection is positioned against (upmarket Swiss brands) like Omega and Rolex.”

Every component of the Grand Seiko movements and exterior casing parts are manufactured according to Grand Seiko’s exacting standards, the company’s release stated.

“For example, all Grand Seiko cases are polished by the Zaratsu method to create the flattest and smoothest mirror-finish surfaces. Hands and hour-markers are designed with razor edges to deliver the best possible visibility and readability, even in twilight. Even the materials used in Grand Seiko watches are special; the mainsprings in all the Grand Seiko mechanical and Spring Drive calibers are made of Seiko’s proprietary alloy, SPRON, which delivers maximum power reserve and durability.”

Neill has high hopes for Grand Seiko in Australia.

“It’s still early stages given that we’ve just announced the change of policy, and we need to get back to Australia and talk to our existing key retail partners but naturally with the pricing and positioning of Grand Seiko outlets will be limited,” he said.

Neill hopes to have locked-away at least 2-3 retailers before September with the Grand Seiko collection in-store.