Tuesday August 19th marked the grand opening of the new Seiko boutique at 510 Madison Ave in New York City. To celebrate the new boutique, Mr. Shinji Hattori, President and CEO of Seiko, and Seiko ambassador Mr. Novak Djokovic hosted a grand event at the 620 Loft and Gardens. With the summer season coming to a close, Seiko transported guests to a summery city getaway with a pool, drinks on the lawn, and two samurai swordsmen roaming among guests.
Although the event was held in the heart of Manhattan, the Seiko group was able to bring a traditional Japanese feel. Surrounded by the buildings of midtown New York and the incredible view of the iconic Empire State Building, guests were snacking on Waygu beef, bone marrow, and tartar while drinking Sapporo and a mix of Sake drinks. The fusion between the two cultures was flawless and paid homage to Seiko's immersion into the New York City scene.
As watch bloggers and enthusiasts mingled, all eyes were drawn to the 6'2" frame of the 2014 Wimbledon champion and Seiko ambassador, Mr. Novak Djokovic. Sporting a Seiko Astron GPS Solar Novak Djokovic Limited Edition watch, Mr. Djokovic made his way to the stage to enjoy the musical performance of a group consisting of four musicians, each with traditional Japanese instruments. Inspired by the organic sounds of nature, the music fluctuated from the orchestral sounds of woodwinds and strings to the electronic sounds of synthesizers and deep beats.
Seiko and Mr. Djokovic are celebrating their new three year partnership. With Seiko's long history in the sporting world, this partnership proves to expand Seiko's influence in the world of timekeeping. Novak Djokovic joins fellow brand ambassadors Landon Donovan, Jessica Saund, and Graham Hill as well as a brand who was the official timekeeper of the 1964 Tokyo Olympics and official timekeeper of countless world championships for the IAAF.
Following the breathtaking performance, Mr. Hattori performed a ribbon cutting ceremony and was joined by Mr. Djokovic, Hirohiko Umemoto, COO of Seiko Watch Corporation, and Yosh Kawada, President and CEO of Seiko Corporation of America, for the Japanese tradition of kagami-biraki. Kagami-biraki symbolizes opening the lid to harmony and good fortune. As sake was delivered to the audience, guests wandered through the displays of Seiko's watch making history.
As the night wound down, guests left with a box of Wako chocolates flown in from the Wako store in Ginza and a masu box, one of the most traditional forms of serving sake. Congratulations to Seiko and their milestone of opening their Madison Avenue boutique.
See below for photos of the event.