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Grand Seiko was the

Official Timekeeper

of Fuorisalone and

Brera Design District

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On the occasion of Milan Design Week 2023, Grand Seiko opened the doors of its experiential space with the ALIVE IN TIME project.

On the occasion of milan design week 2023, grand seiko opens the doors of its experiential space with the ALIVE IN TIME project.

The Grand Seiko House in the heart of the Brera Design District

The Casa Grand Seiko is a path that invites visitors to immerse themselves in the environments of this exhibition space that offers suggestions created in a rarefied and precious atmosphere.

Here time does not simply flow but is lived, ALIVE IN TIME.


The circuit begins with a Zen garden recreated within the space. Precious bonsai create an enchanting and evocative corner of the Far East, a spiritual place, a unique dreamlike atmosphere of rich symbolism.


Grand Seiko evokes an ancient ritual, the tea ceremony. A fascinating ritual performed by a Japanese master ceremonialist every afternoon in the tea room created for the occasion. Here, visitors had the possibilities to watch the meticulous preparation of tea according to the dictates of Japanese culture, but above all they could take a moment for themselves dedicated to introspection and purification of the spirit.


In this room, workshops dedicated to the best-known Japanese arts took place every day: Shodo, Japanese calligraphy, Ikebana, the Japanese art of flower arrangement, and Origami, the process of creating figures by folding paper. The workshops were limited in number and available free of charge upon registration.

    The Grand Seiko

    A space where you can admire Grand Seiko’s creations made by the mastery of skilled Japanese craftsmen, known as Takumi. Excellent movements enclosed within watches whose design evokes moments and details of the Japanese natural environment. All in line with the Brand philosophy, Inspired by Nature.

    The Grand Seiko

    Visitors to the Grand Seiko house can enjoy the exclusive experience of watching a work of art come to life and observe the gestures and the expression of creativity while seated on cushions on the floor. Throughout the week, an artist will create a live work inspired by Grand Seiko’s concept of time.


    Visitors to the Grand Seiko house had the unique experience of seeing a work of art come to life. The street artist Etsom marked the Fuorisalone week, creating a live work inspired by the connection with nature, a constant source of inspiration for Grand Seiko.

    Temporary Store

    A shop created within the experiential space, exclusively active during Milan Design Week – from 17 to 23 April. Realised in collaboration with Verga 1947, here it was possible to further explore the Grand Seiko collection and purchase watches.

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