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Business trends

Seiko brand upgrade turns on craftsmanship

Japanese watchmaker revives high-precision mechanical timepieces

For VFA-model Grand Seiko watches, testing and adjustment time has been doubled to 34 days. (Photo courtesy Seiko Morioka Instruments)

TOKYO -- Seiko Watch, the watchmaking unit of Seiko Holdings, is hoping to beat the Swiss at their own game. Its Grand Seiko brand revives high-precision mechanical watchmaking at the company for the first time in half a century.

Top of the line Grand Seiko products boast an accuracy of between plus three and minus one second per day. Now marketed independently from the Seiko brand, Grand Seiko is a bet on craftsmanship. Can it succeed in a high-end watch market dominated by Swiss manufacturers?

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