Understanding Seiko's Big Move Upmarket In The U.S.

Understanding Seiko's Big Move Upmarket In The U.S.

Postby Racer-X » December 26th 2018, 11:55pm

"For half a century, Seiko has been one of America's best-known watch brands. In good years and bad, Seiko quartz watches have been a fixture of the mid-range ($100 to $500) of the vast U.S. watch market. Since 1967, when Tokyo's K. Hattori & Co. set up Seiko Time Corp. in New York, Seiko has been the company's hero brand here.

Not anymore.


Seiko has made a strategic decision to focus on the development of its high-end Grand Seiko line in the United States. (Shown, Grand Seiko Hi-Beat 36000 SBGH267 For The 20th Anniversary Of Caliber 9S, $6300).

The challenges are primarily in the mid-priced market, Seiko's traditional stronghold. Seiko sales in the U.S. have suffered in recent years due to market turmoil caused by e-commerce, smartwatches and wearables, and the woes of brick-and-mortar retailers, particularly department stores.

The opportunity is in the luxury segment, where Seiko executives see Swiss brands as vulnerable for a variety of reasons. Seiko's long history as a vertically integrated manufacture, and its experience making luxury watches like Grand Seiko and Credor for the Japanese market, give it a fighting chance internationally."

User avatar
Senior Member & WIS
Posts: 5790
Joined: June 11th 2011, 10:00pm

Re: Understanding Seiko's Big Move Upmarket In The U.S.

Postby TemerityB » December 27th 2018, 10:45am

You beat me posting this one, Racer (it also was posted on the Bloomberg News website). Great article, with lots of info.
I bought a dive watch from them that literally had “dive” in the name. The instructions said not to dive with it - it was only meant to LOOK like a dive watch. It was also fast by more that a minute per day. Garbage. Never again. - Watch buyer on Reddit
User avatar
Posts: 15342
Joined: June 12th 2010, 10:00pm
Location: New York City

Return to Seiko

Who is online

Users browsing this forum: No registered users and 0 guests