On Madison Avenue, New York, Japanese watch label Grand Seiko has opened its largest flagship boutique yet.

The two-storey 580sqm store at 540 Madison Avenue features Japanese aesthetics and culture in its interior design.

The store showcases Grand Seiko’s extensive watches collection, including Spring Drive, mechanical, and quartz models.

It also has a dedicated private room for Grand Seiko’s Masterpiece Collection.

“The United States has accelerated the growth of Grand Seiko outside of Japan, and this new boutique opens a new chapter for the brand’s further development,” said Seiko Watch president Akio Naito.

“Being located at such a prime location, I am certain it will allow more customers and watch lovers from around the world to experience Grand Seiko’s uniquely Japanese worldview and its endless passion for perfection.”