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Seiko ups its game with $72,000 watch, its priciest yet

Craftsmanship draws demand from wealthy customers

A Seiko watchmaker assembling a Grand Seiko. The company has found success translating its handmade reputation into higher prices. (Photo courtesy of Seiko Watch).

TOKYO -- Seiko Watch is set to offer an 8 million yen ($72,200) Grand Seiko, its most expensive timepiece ever, as part of a strategy to enhance luxury offerings built with its renowned craftsmanship.

The platinum-case Spring Drive, priced 30% more than the most costly existing Grand Seiko, will go on sale on July 6. The watch boasts a reconfigured mechanism that makes the body thinner than its predecessor. The snowflake design on its dial was inspired by the snow of the Shinshu region in Nagano Prefecture, where Seiko produces its top-of-the-line timepieces.

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