The article discusses the evolution of Grand Seiko in the U.S. market since its introduction in 2010. Initially, Grand Seiko struggled because consumers associated Seiko with affordable watches and not luxury. Akio Naito, president of Seiko Watch Corporation, moved to New Jersey in 2016 to aid Grand Seiko’s brand revitalization. Since then, the focus has been on the high-end market, showcasing Grand Seiko's technical innovations and nature-inspired aesthetics, slowly reshaping its image among American watch enthusiasts.
In 2010, Grand Seiko was almost non-existent in the US market, and the perception of Seiko was that it occupied a middle price point, affordable but not luxury.
To reinvigorate Grand Seiko in the American market, Akio Naito relocated to New Jersey in 2016, setting a goal to reposition the brand as a luxury contender.
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