Grand Seiko is entering what its president, Akio Naito, describes as a new stage aimed at lifting the brand higher than before. The plan is not only to strengthen its premium image, but also to reach consumers who do not see themselves as watch enthusiasts.
That shift matters because Grand Seiko’s rise outside Japan has long depended on word of mouth from collectors. Enthusiasts were often the first to recognize the brand’s finishing quality, Spring Drive technology, and nature-inspired dials.
A broader audience without losing the core base
According to Naito, the brand wants to expand beyond the community that helped build its global reputation. The new direction is meant to keep existing enthusiasts engaged while also speaking to buyers who choose a watch for design, prestige, or overall quality.
This approach reflects a broader change in how Grand Seiko sees its role in the luxury watch market. Rather than relying mainly on specialist appeal, it is now trying to become more visible to mainstream consumers who may not follow horology closely.
Why the U.S. market matters now
The shift is unfolding alongside a stronger push in the United States, where Grand Seiko has been expanding its presence. At the same time, the company is working to make the brand appear more premium on a global level.
Seiko Watch Corporation, the parent company of Seiko’s watch division, is said to have outpaced Swiss rivals in growth and margins. Strong demand from the United States has played a major role in that momentum.
Naito appears to view that market as central to the next phase of growth, not as a side opportunity. The U.S. is now part of the brand’s core strategy rather than an isolated test.
Shohei Ohtani signals a different kind of outreach
One of the clearest signs of that strategy is the appointment of Shohei Ohtani as a global ambassador. The partnership, announced earlier this year, is positioned as a deliberate move to connect with American consumers.
Naito also pointed to the different reactions Ohtani received at Watches & Wonders Geneva. He said visitors from Europe were relatively muted, while audiences in the United States and Asia responded much more strongly.
That contrast shows how carefully Grand Seiko is reading its audience. The brand is still leaning on technical credibility, but it is also using a widely recognized figure to reach buyers who may not have been paying close attention before.
A third stage after expansion slowed
Naito described this moment as Grand Seiko’s third stage, following a second phase of expansion that stalled in 2022. He linked that slowdown to the economic disruption caused by COVID-19.
The challenge ahead is clear: keep the loyalty of collectors while opening the brand to a wider luxury audience. Grand Seiko now seems determined to grow by reputation and reach, not only by specialist enthusiasm.