Manufacture
SJX provides a fascinating interview with Shinji Hattori, President of Seiko Watch Corp and Seiko Holdings, offering rare insights into the brand's strategic direction. This discussion illuminates Seiko's plans for Grand Seiko's international expansion and Mr. Hattori's unique personal interests.
I was fortunate to interview Shinji Hattori, the President of Seiko Watch Corp and Seiko Holdings, late last year. Mr Hattori’s great- great grandfather founded Seiko 130 years ago.
Mr Hattori is not a colour corporate leader. Beyond the family business, Mr Hattori's hobbies include an Elvis band, for which he is the lead singer. I am eagerly awaiting his CD.
Reading between the lines one can surmise Grand Seiko and Credor will gradually be sold more widely outside of Japan, but that will take time. Seiko will stick to the traditional GS look, but there is a tacit admission GS can be marketing better.
Here is the transcript of the short but informative chat with Mr Hattori.
SJX: Why did Seiko take the decision to market Grand Seiko outside of Japan?
Shinji Hattori (SH): This is because there has been a great deal of demand for Grand Seiko from outside Japan in recent years. Until very recently, we were not able to fulfil that demand because all our capacity was required to satisfy demand from within Japan, especially for the mechanical collection. We have now invested in increased capacity and that is why we were able to announce the international launch of Grand Seiko last year.
SJX: In my opinion Seiko marketing has been a bit conservative given the qualities of the watch. I am a Grand Seiko fan and think the watches deserve more recognition. What is Seiko's plan for GS to be publicized outside of Japan?
SH: I agree with you. Grand Seiko is well known among the watch connoisseurs, but is not yet known to the wider public. We will change this in the coming years.
Grand Seiko 130th Anniversary SBGW033
Our long term goal is for Grand Seiko to be a well-known and respected brand. This will take time, investment and a high-quality distribution network and we are working on all three elements of this plan.
SJX: In your opinion, what are the strengths, and the weaknesses, of the high end Seiko watches like Credor and GS?
SH: The strength is the unrivalled quality of our watches. Grand Seiko and Credor offer the highest levels of precision and reliability. The quality of our materials and engineering ensures that this precision and reliability endures over time.
The weakness is, of course, that these brands are not yet widely known.
Mr Hattori's Credor ultra-thin skeleton on a white crocodile strap
SJX: GS watches are extremely high quality, but conservative in design. Is the intention to continue with classical designs for GS?
SH: The Grand Seiko ‘look’ is long established and already recognised by many watch connoisseurs worldwide. Its conservatism is part of its appeal.
What Grand Seiko lovers know, however, is that while the exterior design may be quiet, the brilliance of the surfaces, and the diamond cut of the hands and markers give each Grand Seiko a special sparkle of quality that is unique and distinctive.
From time to time, we modernise the design to some limited extent, as you can see from the recently introduced [Spring Drive] chronograph models, but we will not alter the basic design.
SJX: Aside from the high-end watch lines, I also like the mid range models, especially ceramic case Prospex divers like SBDX011. Are there plans to develop this line? For example maybe a diving chronograph?
SH: SBDX011 is a typical SEIKO sport model, and I think we will expand the range with some other calibres in the future.
SJX: Seiko collaborated with famous watch designers in the past like Jorg Hysek and Gerald Genta. Any plans for this in the future?
SH: We do not have any such particular plan at the moment, but I do not rule out future possibilities.
It would be wonderful to have a strong collaboration with international designers when there is a specific project that requires a different design perspective.
SJX: Thank you!
This message has been edited by SJX on 2012-02-25 23:54:16
The Grand Seiko SBGW033 is a limited edition model released to commemorate the 130th anniversary of Seiko's founding. It is a re-creation of the original Grand Seiko from 1960, capturing the aesthetic and proportions of that seminal timepiece. This reference is distinguished by its faithful adherence to the design principles of the first Grand Seiko, offering a direct link to the brand's heritage of precision and craftsmanship. It represents a significant piece for collectors interested in the foundational designs of Grand Seiko.
The watch features a stainless steel case, carefully polished to a high standard, measuring 37.6mm in diameter. It houses the manual-winding Caliber 9S64, known for its stable performance and a power reserve of approximately 72 hours. The dial is protected by a box-shaped sapphire crystal, which enhances the vintage appeal while providing modern scratch resistance. The solid case back further emphasizes its classic design.
This reference appeals to collectors who appreciate historical re-creations and the understated elegance of early Grand Seiko designs. Its limited production run makes it a sought-after piece within the collector community. The SBGW033 stands as a testament to Grand Seiko's enduring design language and its commitment to mechanical watchmaking, offering a blend of historical significance and contemporary quality.
It is always interesting to hear what CEO of a brand is thinking and where it is heading (in his/her mind anyway). Very informative post. Thank you! Ken
Would love to see GS in our shores. It will be a real challenge to market Seiko as an upmarket brand to the average man. Especially here. I guess depending on the area, going through an AD for representation might be more prudent versus having standalone boutiques in the near term. Also, i like it that they know who they are (conservative design) and that they march to the beat of their own drum. They are taking a long view for GS based on what i gather from your interview and that is always a g
. . . Elvis cover band? That does it. My next new watch will definitely be a GS. How can you not love a company that has a leader like this? Did you ask him if the 9S64 movement was slated for an unlimited edition any time soon? Art
Thanks for the great interview. His personality fits very well of my thoughts of Seiko. Love it !! Damo
I got the same strap for my GS. - SJX
. . . a black dialed version? . . .
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