The best watch exhibitions are not the ones where everything is kept locked behind glass cases; instead, visitors should be given the opportunity to touch and feel their grails to discover the beauty of the timepieces.

Grand Seiko did just that recently with its Alive in Time through the Five Senses event. Held at 72-13, the four-day (Mar 15 to 18) private exhibition took its 150 invited guests on a multisensory immersion into the brand’s heritage, innovation and craftsmanship. Based on a concept first presented in Tokyo last year, the event was a treat for all five senses.

The journey began with a feast for the eyes at the Sight section where the brand’s three core movements – the 9S Mechanical, the 9R Spring Drive and the 9F Quartz – were introduced. Two Grand Seiko’s master watchmakers also displayed their technical expertise by assembling the 9S and 9R movements in front of the guests.

At Sound, the Grand Seiko Kodo Constant-Force Tourbillon took the spotlight. The watch is the brand’s first mechanical complication watch and it won the prestigious Chronometry prize at the 2022 Grand Prix d’Horlogerie de Geneve. Through an immersive space enhanced with light effects, guests also got to experience the symphony of 340 components working in harmony, culminating in the 16-beat rhythm of the Kodo, Japanese for “heartbeat”.

The Touch section was where guests were encouraged to experience Grand Seiko’s exquisite creations for themselves. They were encouraged to strap on the various watches and personally discover the precision, quality and aesthetics of these timekeeping works of art. There were plenty of photo opportunities as a Zen garden was created not only to serve as a backdrop, but also to make the connection with nature and the artistry behind each Grand Seiko watch.

The journey culminated in the final sections, Taste and Smell, where a specially curated Japanese Hassun experience was presented. The menu, designed in collaboration with chef Aeron Choo of Kappou, was a testament to the passage of time and represented the transition from winter’s coolness to the blossoming abundance of spring.

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Alive in Time through the Five Senses was Grand Seiko’s first large-scale exhibition in the region, shared managing director of Grand Seiko Asia-Pacific, Ida Idris-Low. “This event is a bridge between our storied past and our vision for the future, embodying our commitment to inspire and lead in the world of luxury watchmaking,” she said.