Watch & Jewelry
April 9, 2015
Part 1: Swatch Group's New Hub Opens Grandly in Tokyo's Ginza
Part 1: Swatch Group's New Hub, Grandly Opening in Tokyo's Ginza
Grandly Opening in Tokyo's Ginza
The "Nicolas G. Hayek Center," the new headquarters for Swatch Group Japan, has been completed in Tokyo's Ginza.
What is Swatch Group's objective behind this state-of-the-art facility, which houses not only offices but also boutiques, a service center, and even a hall?
Text by Masahata MasaharuPhotos by Swatch Group Japan
Swatch Group's Hub
"Omega,"Breguet," and Blancpain", and "Swatch"...
The headquarters of Swatch Group Japan, which owns numerous watch brands, the "Nicolas G. Hayek Center," opened in Tokyo's Ginza on May 24, 2007.
However, this 14-story building is more than just an office. It houses boutiques for seven brands, including Omega and Swatch, a customer service center for watch maintenance, and a hall for various events.
It is not only a hub for Swatch Group in Japan but also a new monument befitting a bridge between Switzerland and Japan.
The True Meaning Behind Choosing Ginza
And yet, "Ginza." This is a city where famous brands are eager to open boutiques, now one of the world's leading shopping streets. However, Swatch Group's decision to establish its headquarters and flagship boutiques here has implications beyond superficial goals like increased sales or enhanced status.
Nicolas G. Hayek, Chairman and CEO of Swatch Group, who has his name inscribed on this new building, explains it as follows:
"Firstly, we needed a facility where customers could understand the quality standards by which our watches are made. Secondly, Japan is a crucial market for Swatch Group, ranking third after the United States and Hong Kong, and by establishing boutiques for our major brands here, we allow customers to experience their unique worlds."
"Thirdly, to make appropriate investments with our capital as part of the Group's growth strategy. Fourthly, by constructing our own building, we avoid paying enormous tenant fees for offices and boutiques."
"And fifthly, because investing in the Ginza area is sufficiently meaningful in the long term."
This showroom actually serves as a transporter to the boutiques. It's a hydraulic system without wires, and by pressing a button, it automatically transports visitors to their respective boutiques.
Indeed, the "Nicolas G. Hayek Center" is a vital hub in Swatch Group's global strategy.
Moreover, it is filled with various "surprises" that deeply imprint its presence in one's mind.
A Space of Wonder and Charm
The first surprise is that the building "connects" Chuo Dori, Ginza's main street, with Azuma Dori, a street one block behind it.
This area is named "Avenue de Temps (A Small Path of Time)" and becomes a throughway accessible from the moment the building opens in the morning.
Furthermore, along this avenue are seven showrooms displaying watches in showcases.
Visitors can enter and view the watches, and by pressing a button, these act as elevators to each brand's boutique, transporting them there. What a unique mechanism!
This building was designed by Shigeru Ban, an architect noted for his innovative techniques.
In the next installment, we will delve into the bold ideas of Mr. Ban and the "effects" brought about by the completion of this building.
Nicolas G. Hayek, Chairman and CEO of Swatch Group, was born in 1928. He is, in essence, a savior who revived the Swiss watch industry from its crisis in the late 1970s.
The Nicolas G. Hayek Center
Address: 7-9-18 Ginza, Chuo-ku
Business Hours: 11:00 - 20:00
Sundays & Holidays: 11:00 - 19:00
Closed: Irregular
Access: Ginza Station, Tokyo Metro
5-minute walk from Exit A3
Inquiries: 03-6254-7200 (Main)
Official Website: http://www.swatchgroup.jp/