For Grand Seiko, high precision and high standards were never an option — they were a necessity. The Japanese timemaker was established in 1960, and instead of duplicating the mechanics of other watch brands on the market, it created its own mechanical watch standards. These accuracy measurements ensured excellent performance under various conditions and continue to define Grand Seiko watches to this day. Pieces like the 44GS cemented the company’s style codes, while modern models like the SLGH005 and the SLGC001 continue to push the boundaries.

But the Grand Seiko experience continues beyond what’s worn on the wrist. The brand’s philosophy is one of excellence, and this extends into its retail locations, in-person discovery activations and more. The Timemaker’s New York City flagship location on Madison Avenue is not only a boutique but also an immersive experience that allows customers to step into the world of Grand Seiko.

Inviting watch lovers into that universe, the brand hosted an elevated sushi dinner on November 14 in the location’s exclusive VIP lounge. Enthusiasts and tastemakers from the NYC scene shared a 12-course meal by Sushi Nakazawa, as Florals by Kan decorated the room — evoking a close-to-nature feel, and emphasizing the organic elements that informed models from the Heritage, Evolution 9 and Elegance collections.

The space showcased clean, minimal lines and sleek speakers designed by Devin Ojas.  The VIP space even has its own signature scent. It’s meant to reflect the brand’s Japanese design heritage, while also allowing the watches to take center stage. For each course, Grand Seiko presented aesthetically aligned sushi pairings alongside its watches. The meal began with an introduction to the Grand Seiko SBGA211, Heritage Collection, inspired by the crisp snow of the Hotaka Mountains, and it concluded with the Grand Seiko SLGC009, Tokyo Lion, Sport Collection.

Paying homage to the Japanese omotenashi experience, Grand Seiko urged its community to not only dive into the craftsmanship behind its classic styles, but also to share its close-knit, community-focused ethos by connecting over a curated meal. The Madison Avenue boutique will continue to host events like this in the exclusive space, welcoming consumers to dive into the heritage behind the brand.

Check out more of Grand Seiko’s contemporary models at grandseikoboutique.us.