In a significant move for the Milwaukee watch scene, Schwanke-Kasten Jewelers has introduced the prestigious Grand Seiko brand to Wisconsin. This decision came after a recommendation from the local chapter of the RedBar Group, a global community of watch enthusiasts. Tom Dixon, the owner of Schwanke-Kasten, along with his son Charlie, decided to diversify their offerings, which had previously focused solely on Swiss-made watches.
In October, the jeweler hosted an exclusive event that drew watch aficionados from across the region. The highlight was a demonstration by Yukie Miyosawa, a master craftswoman from Japan’s Iwate Prefecture, who showcased the intricate craftsmanship behind Grand Seiko timepieces. This event marked the beginning of a new partnership, making Schwanke-Kasten the only authorized Grand Seiko dealer in Wisconsin.
Grand Seiko, renowned for its luxurious and meticulously crafted watches, was first introduced in the 1960s with a mission to blend aesthetic beauty with functional precision. The brand’s arrival in Wisconsin has been met with great enthusiasm. “The local watch community is thrilled,” Charlie Dixon shared. “They are fascinated by the technical aspects of the watches and excited to have access to Grand Seiko locally.”
During the event, Miyosawa, assisted by an interpreter, demonstrated the assembly and disassembly of a unique hybrid spring-drive movement, which incorporates a quartz crystal for exceptional accuracy. The event also featured sushi catering and a calligraphy artist who created personalized Japanese character artworks for attendees, adding a cultural touch to the occasion.
Schwanke-Kasten Jewelers has established itself as a welcoming hub for watch enthusiasts. “Our sales team is not commission-based, so visitors can explore without pressure,” Charlie explained. The store actively engages with collector groups and leverages social media to enhance its online presence, ensuring visibility for searches like “Grand Seiko near me” in Milwaukee.
Building a Community Hub
Schwanke-Kasten has a history of hosting engaging events, including Baselworld release previews and vintage watch nights, where restored timepieces are showcased. The Dixons are planning to expand their facility to include a second-floor reception area, which will host regular events and potentially serve as a meeting space for the local RedBar chapter.
In addition to fostering a sense of community, the Dixons emphasize the importance of staff education on each watch brand. Training sessions are conducted by brand experts either in-store or in nearby Chicago. “For Grand Seiko, we had an intensive training session,” Charlie noted. “There’s a unique vocabulary in Japanese fine watchmaking,” including techniques like Zaratsu polishing, which gives Grand Seiko watches their distinctive sharp edges and mirror finish.
The launch event not only educated attendees but also resulted in subsequent sales. “Our primary goal was education; we wanted to introduce people to a brand they might not be familiar with,” Charlie explained. The event successfully sparked interest and appreciation for Grand Seiko’s craftsmanship among local watch enthusiasts.
