USP – the acronym for “unique selling point”. A watchmaker’s USP is paramount to their success, and if you look at the general consensus of what’s considered the best brands out there, they’ve all got it — they each excel at something that puts them a cut above the rest. Whether it’s Rolex and their storied robustness, A. Lange & Söhne and their prolific levels of movement finishing, or Patek Philippe and their ability to make a steel sports watch so damned hard to purchase. What these USPs translate to, most importantly, is sales – if a brand is considered to be the pinnacle in a discipline of watchmaking, they will always be desirable. Grand Seiko’s USP is their dials – in the eyes of many, including my own, they represent the zenith of the horological industry in both design and finishing. No word of a lie, you need to look at their dials through a loupe to properly appreciate the aesthetic, craftsmanship and attention to detail on offer with these timepieces. Made to mimic the snow that falls around Grand Seiko’s Shinshu watch studio –the birthplace of the marque’s fabled Spring Drive movement – the Grand Seiko SBGA407 Snowflake Blue…
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