A few weeks ago, we had the opportunity to explore Grand Seiko’s Nature of Time Exhibit and pop-up boutique in the SoHo neighborhood of New York City. Hosted in collaboration with Watches of Switzerland, this limited retail experience is an all-encompassing venture into the world of Grand Seiko. The Grand Seiko team invited us to spend some time in the boutique and capture the sights, exhibits, and special products on display to share with you, our readers.
The Nature of Time exhibit is heavily inspired by the Japanese concept of “mono no aware,” which relates to the idea of appreciating the ephemeral nature of beauty. For those of you familiar with Grand Seiko’s US exclusive Seasons collection, you’ll know this concept of passing seasons and appreciating the impermanence of beauty has been a central theme of the brand for some time.
The design of the Nature of Time exhibit pays homage to thees concepts, with a room dedicated to the four watches of the Seasons collection. All four models are on display and the room is illuminated by large displays showcasing details about the collection. There’s even an entire room dedicated to shunbun (spring) where you’re surrounded by falling sakura blossoms.