Seiko unveils its new TRX boutique (All photos: Shahrin Yahya/The Edge)
In 1924, K Hattori & Co prepared to release the wristwatch that would begin the journey of a hundred years. Initially, it was to bear the name “Glory”. But, still reeling from the aftermath of the Great Kanto Earthquake, Hattori turned to a more persevering force for inspiration: his factory, Seikosha, named for “precision” and “exquisite manufacturing”, and also a homophone for “success”. The five letters “Seiko” found their permanent home on not only that first dial, but all that would later follow — and a brand was born.
Today, the Japanese manufacture is a household name synonymous with horological excellence, enjoying global recognition and widespread popularity. Reflecting on a century of its distinguished history, Yoshikatsu Kawada, senior executive vice-president and director of Seiko Watch Corporation (SWC), highlights just how far they have come from its first creation.
In 1969, Seiko debuted the Quartz Astron, introducing quartz into the industry and consolidating its brand recognition. Following this, the revolutionary 1999 Spring Drive movement diversified luxury timepieces as a hybrid of traditional watchmaking mechanisms and quartz precision. Then, the GPS Solar Astron brought accuracy to the atomic time level in 2012. “We have so many milestones in the industry,” he recalls. “But unwaveringly, we have maintained the philosophy of our founder: Always one step ahead of the rest. This is our motto, which still exists in the company’s attitude.”
Marking this centennial anniversary, Seiko unveiled its mono-brand boutique in Malaysia at The Exchange TRX, Kuala Lumpur earlier this year, where the grand opening saw the attendance of many SWC and Thong Sia Group executives alongside Olympian friend of the brand Welson Sim. When it comes to its place in the country, it is well known that the maison has garnered a prominent following over its 60 years in the market, thanks in no small part to its loyal relationship with the Thong Sia Group as its sole distributor. Kawada, who has held multiple leadership positions in Seiko across the globe, speaks highly of its partner’s key role in establishing a loyal local consumer base, adding that Malaysians hold a profound appreciation for the advanced technology, exceptional craftsmanship and reliable quality of its products. “We are really excited to have this base in KL, which is one of the key cities in the Southeast Asian market.”
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This monumental year also marks the second instalment of Seiko’s Power Design Project since its discontinuation in 2009. The initiative began as a way to encourage the corporation’s designers to experiment beyond the scope of their usual work, having the freedom to express their dreams, ideas and interests without restrictions.
“I’m very happy to see these remarkably creative outcomes. In their daily work, they usually have to make things that appeal to larger audiences for commercial purposes, but with this, they can explore their own imagination deeply. I think it’s a very good exercise for their regular jobs as well,” enthuses Kawada, stating that it intends to continue running the project in the future.
With the theme “Incredibly Specialized Watches”, the exhibition, which ran for a week at TRX, showcased seven stunningly unique gems that specifically resonate with each creator’s overwhelming love for their chosen niche.
“Any professional could have made the shape of the watch, but Seiko has listened to the expert voices in each field to create something extremely specialised under their supervision,” explains the company’s design director Yu Ishihara. Of course, the term “specialised” is hardly foreign to the maison’s vocabulary. Timepieces for train operations, space extravehicular use, the visually impaired, deep sea diving and even Olympic timekeeping evidence a storied legacy of designing for the most specific uses. But this year, the word is taken to the next level: A patternmaker’s watch with a soft pincushion case, a timer for cooking the perfect single-serve sukiyaki and Ishihara’s own wrist-wearable sundial were among those displayed for visitors to view and feel.
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“I have a big appetite, so my favourite would be the sukiyaki watch,” chuckles Kawada when badgered to pick, “The hide-and-seek one also really appeals to me.” Beyond representing the designers’ personal passions, he hopes the whimsical themes will influence the contemporary perception of watches: “Nowadays, it is not a necessity or default item, because you can tell the time from your devices. We need people to learn and recognise its existence as an item that can express individuality. This project will be an eye-opening, educational experience for people who are not familiar with or necessarily interested in watches to begin with.”
Though a few of the seven are grounded in some distinctly Japanese themes or ideas, they retain a fundamentally human spirit. Likewise, the universality of its products remain a critical component of Seiko’s international longevity. The love of food or the wonder of childhood games are not languages with borders, and it is for this reason the exhibition will be toured outside of Japan for the first time this year. As to why Malaysia was picked, Kawada expresses that the country’s diversity and its multicultural reputation were a prime motivator, as well the excitement it will bring to long-time brand fans. If you missed the pop-up, keep an eye out for its upcoming appearances in Taiwan, Australia and Thailand.
Following the separation of Seiko and Grand Seiko in 2017, the director notes that the global development of exclusive mono boutiques beyond Japan has been a growing project in the service of telling its full story to customers through sales associates.
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“This is the future for us, to be able to communicate with our consumers. The intention is to show a clear idea of what we are doing and where we are going,” he explains. The continued elevation of its global brands such as Prospex, Presage, 5 Sports, Astron and King Seiko is now of particular focus for the company.
Regarding the direction of this new Malaysian store, Kawada is confident that it will be instrumental in showcasing the world of Seiko to the public. “Malaysia is a very important market for us. We have 60 years of history in collaboration with Thong Sia, and we will continue working closely with them to have a very bright future here.”
This article first appeared on Aug 19, 2024 in The Edge Malaysia.
