The Pro View
Brand boutiques are an essential element of growing a brand.
At Baselworld 2016, our President, Shinji Hattori, announced his intention to increase the number of Seiko boutiques to 100 in the coming years. At the end of 2016, the number has already risen to 73, with several more at an advanced stage of development.
From this you will see that our enthusiasm for having a strong network of Seiko boutiques is undiminished and that, even in challenging times, we are continuing with our steady expansion of these outlets.
There are several reasons for our commitment to this policy.
First, we believe passionately that consumers deserve the best possible information about the Seiko world and its products. Ours is a very diverse collection that incorporates a wider range of watch movements and designs than that offered by any other watchmaker. With Spring Drive, GPS Solar, many different mechanical calibers and more, Seiko’s collection is so rich in technology that only in our own boutiques can we be really sure that the watch enthusiast can see, compare and understand them all. Furthermore, through our boutique network, we can allow consumers to explore the history and watchmaking skills that make Seiko unique. Our 135-year heritage, our proprietary technologies and the fact that Seiko is the only manufacture with every watchmaking expertise are all important and often unknown aspects of the Seiko world.
The second reason is that, today, Seiko is changing fast and, to help all our retailers, we therefore need to put the new Seiko in front of the public in high profile retail locations where they can become accustomed to the new technologies, calibers and, sometimes, prices that the new Seiko offers. The Seiko boutiques are our trailblazers and they are successfully helping to familiarize the watch public with the fast-changing Seiko world.