With luxury push, Japan gives Swiss a run for its money

With luxury push, Japan gives Swiss a run for its money

Postby Racer-X » March 16th 2018, 8:38pm

BY CORINNE GRETLER AND LISA DU "In a factory surrounded by snow-covered peaks, technicians in lab coats use tweezers to assemble tiny metal parts into self-winding watches.

Once they’ve been checked through microscopes for precision and packed in satin-lined boxes, the timepieces are shipped off to boutiques along Los Angeles’ Rodeo Drive or swanky outlets in London’s Knightsbridge, where they’ll sell for thousands of dollars.

This is Japan, not Switzerland.

Forty years after nearly wiping out the Swiss watch industry with cheap quartz models, Japanese brands like Seiko and Citizen are eyeing the high end of timekeeping that’s traditionally been the Alpine country’s turf. New boutiques in posh Beverly Hills and London shopping districts show off models like a Grand Seiko, with its eight-day power reserve — and a $58,000 (over ¥6 million) price tag."

Article at The Japan Times
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