Seiko

MTF
[PuristS]
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I'm speculating about Seiko thinking....

The choice of location is first based on "fit for use". By that I mean that it's about Location Location Location.

The new London boutique is exactly where it has to be on the Brompton Road in Knightsbridge., a few steps from Harrods. The convenient Knightsbridge Tube station has two exits and Seiko Boutique is between them so either will do. The variety(global visitors) and volume of foot traffic is huge and the association with accessible luxury on that road fits with Seiko demographics.

Unlike New Bond Street, which is also loaded with luxury brands, Knightsbridge gave opportunity for a lease.

The size of retail space is a moveable feast as you can always locate the unseen departments in the back rooms or upstairs. Or expand the retail space.

The clean lines of Seiko retail space design motifs demand a bit more space than usual because in Japan, empty space is associated with luxury. if you go into a top hotel, you are usually puzzled, at first, by the vastness of emptiness.  Until you realise that Space is Power.

Mandarin Oriental Hotel Tokyo Lobby

Obviously, as a Global Flagship Store, the Seiko London Boutique must have sufficient space to showcase a larger range of product than usual.

As the city ranked 4th for number of billionaires, and where visitors are really free to spend their money (unlike some cities), London is adjudged worthy of having a large Seiko store.

As Seiko President Takahashi said, "London abounds with people of taste..." so the ambience of London is about refined appreciation of the finer things like fashion, haute couture, food, culture etc. These things fit with Seiko's tag-line:

“Fine Mechanical Watchmaking. From Japan.” 

The boutique size is thus, related to the prestige of the location as well as the traffic volume and quality of the clientele.

Regards,

MTF