The Cube opens its doors for the media preview. SEIKO's award-winning "The Cube" looks very different this year. Write large across the front is the announcement that 2011 is the 130th anniversary of the foundation of Seiko.
The 130th Anniversary logo on "The Cube"
On this, the press day at Baselworld 2011, our media guests were met with not just the announcement of the anniversary, but also 14 iPod screens in the small front window, each describing the key events in every decade of SEIKO's history.
14 iPod screens in the front window
As they came into the stand, through the “Crystal Canyon” where 38,000 Swarovski crystals adorn the walls, they felt a very different atmosphere, emanating from the Stone Square at the center of the stand.
It is, this year, dominated by a dramatic artwork that hangs in the 8 meter high atrium. Commissioned by SEIKO especially for Baselworld 2011, it was created by an artist from Oita in the south island of Japan and is a sculpture made of bamboo, entitled the Golden Spiral. The golden spiral is one of nature's perfect designs. At once mathematically pure and aesthetically pleasing, it has fascinated mankind in every corner of the globe and in every generation. For SEIKO, it symbolizes the continuity of our company over the past 130 years and invites us to imagine the infinite range of future possibilities in the measurement of time.
Golden Spiral, a Japanese bamboo sculpture
In the showcases in the Stone Square, the media saw for the first time the collection that SEIKO has created to celebrate the 130th anniversary, together with the historical timepieces that inspired them
Tomorrow is the SEIKO Press Conference, recognized for many years as one of the highlights of the show.
SEIKO's historical timepieces