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Sr. no. 1 2 3 4 5 6 7 8 9 10 11 Topic Executive Summary Objective of Study About the Company History Information Present Scenario Models Technology Used By Comapn Seiko Group Other Case study Page no

EXECUTIVE SUMMARY
Time is Money. With the advent of new technology, a revolutionary change is occurred in the watch market of world. Previously only a few brands were ruling the market. However with the passage of time and with the opening of free trade, there is no dearth of various national and international brands in the market. A few years ago, people used to buy watch, only to check time. However, now they buy not only to check time but also for fashion.

In the present report an attempt has been made to analyze the brand of the watch namely, Seiko watch Corporation. SWOT analysis and their competitive strategies of Seiko Watch Corporation are presented in evaluating their prospect in World market. Firstly I had Given The introduction, brief history and Present scenario about the Company. Then the technology used by Seiko in making watches and their csr report namely, Seiko and Environment,respectively. Emphasis is given particularly to analyze the strength, weakness and their strategies, identifying what marketers are trying to achieve. At the end, conclusions are drawn ,summarizing various critical aspects.

OBJECTIVE OF STUDY
To study the competitive strategies adopted by Seiko watch corporation in International Market To know the history & developments regarding the establishment from national company to multinational corporation. To understand the innovations and technologies used by company for making efficient and quality watches. To anlyze the strength, weakness, opportunities and threat. To know their Achievements ,Awards as a innovative and international Company for these many years. To know the different products and services of company. To know other business groups and its subsidiaries.

ABOUT THE COMPANY

Company Name

SEIKO

WATCH

CORPORATION(fully

owned

by SEIKO Holdings Corporation) Start of Operation Paid-in Capital Number of Employees Business Activities overseas market : : : : 1881 Five billion yen 432 (March 2012) 2,025 (March 2012,Consolidated Product planning and sales of watches for domestic and

Seiko Group Seiko Holdings is one of the three core companies of the Seiko Group. The Seiko Group consists of Seiko Holdings Corporation (Seiko),Seiko Instruments Inc. (SII), and Seiko Epson Corporation (Epson). Although they have some common shareholders, including the key members of the Hattori family (posterity of Kintar Hattori), the three companies in the Seiko Group are not affiliated. They are managed and operated completely independently. Seiko Watch, an operating subsidiary of Seiko Holdings, markets Seiko watches, while SII and Epson manufacture their movements. On January 26, 2009, Seiko Holdings and Seiko Instruments announced that the two companies will be merged on October 1, 2009 through a share swap. Seiko Instruments became a wholly owned subsidiary of Seiko Holdings as of October 1, 2009.
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Other Activities Seiko also produces other electronic devices. Notably, during the 1980s, the company produced a range of digital synthesizers, such as the DS-250, for use in electronic music. Today, the music division, a part of Seiko Life Sports, produces metronomes & tuning device Board of Directors President & CEO COO CFO Director, Senior Vice President Director, Senior Vice President Director Director Director Director Corporate Auditor Corporate Auditor Corporate Auditor Head Office Location 8-10 , Toranomon 2-chome, Minato-ku, Tokyo 105-8467, Japan Shinji HATTORI Hirohiko UMEMOTO Masahiko SHOYAMA Katsuhiko SHIGA Shuji TAKAHASHI Yoshinobu NAKAMURA Hitoshi MURAKAMI Kunio KAMATA Hiroshi NAKAHARA Shoji HAYASHI Masatoshi SUZUKI Hideo HATTORI

HISTORY OF SEIKO WATCHES

Since it began, Seiko watches has made all its quality timepieces in-house. From handcrafting the oil that is used to lubricate the watches to creating the luminous compounds used on the hands and the dials, Seiko remains dedicated to carefully crafting the perfect watch. Keep reading to discover the journey of innovative design and superior detailed craftsmanship that is the backbone of the Seiko watch brand. Seiko watches started in 1881 in Tokyo, Japan. However, it wasn't until 1892 that founder Kintaro Hattori began producing watches under the name Seikosha. Stemming from the Japanese word meaning "exquisite," Seiko watches began with only 15 staff members producing simple wall clocks. In 1964, Seiko was the official timekeeper for the Tokyo Olympic Games. Using a quartz clock, Seiko revolutionized sports timekeeping and has been a prominent part of sporting events ever since. Seiko transformed the watch industry with the first production quartz watch in 1969. The Astron cost the same as a new car and gave Seiko the leverage it needed to compete with established Swiss watchmakers. Although Seiko watches ranged in price, the Astron was the priciest luxury watch Seiko had created. Today, Seiko watches cost anywhere from $45 to $554,000. In 1977, Seiko watches made their big-screen debut. Worn by actor Roger Moore in four James Bond 007 films, stylish Seiko watches would be seen once more in 1983 when Sean Connery sported one in "Never Say Never Again." Seiko's first kinetic watch marked another milestone for the company in 1988. In an attempt to be more environmentally friendly, Seiko watches introduced a line of kinetic watches that eliminate the need for a battery by using the wearer's movements to charge the watch. Kinetic watches still account for a large portion of Seiko watch sales and feature the convenience of an automatic watch with precision quartz accuracy.

In 2005, Seiko introduced a new way to tell time. Touted as a revolution in watchmaking, the Seiko spring drive is a new movement that provides 72 hours of power compared to 40 hours for mechanical watches. Using what Seiko has coined a "tri-synchro regulator," the power from the spring is used to turn the gear train and a generator, resulting in accuracy equal to other quartztimed watch movements. Operating companies Seiko Sportura

Seiko Watch Corporation watches: Seiko (Grand Seiko, Dolce & Exceline, Brightz, Lukia, Prospex, iu, Ruse, Spirit, Alpinist, Ignition, Premier, Velatura, Coutura, Arctura, Sportura, Criteria, Rivoli, Vivace, etc.), Credor, Galante, Wired, Wired XYZ, Alba, Pulsar, Lorus. Seiko Watch is a planning and marketing company. Seiko Holdings delegates a large portion of the manufacturing in its watch business to Seiko Epson and Seiko Instruments.

Seiko Clock Inc. clocks, kitchen timers: Seiko, Decor Seiko, Seiko Emblem, Seiko Premium, Seiko Melodies in Motion Musical Clocks, Pyxis Seiko Service Center Co., Ltd. repair and after service for watches Seiko Time Systems Inc. system clocks (outside, building wall, monument, floral clocks), sports timing equipment Seiko Sports Life Co., Ltd. golf clubs, stopwatches, musical accessories (tuners, metronomes) Seiko Precision Inc. printers, time servers, electronic devices, micromechatronics devices, camera shutters, etc. Seiko NPC Corporation semiconductors Seiko Jewelry Co., Ltd. jewelry Seiko Optical Products Co., Ltd. optical lenses & frames Seiko Instruments Inc. electronic components, precision parts, watches, analysis and measurement instruments, machine tools, printers, network items, information systems and services, IC dictionaries, etc.

Wako Co., Ltd. upscale specialty retails

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Cronos Inc. retail sales of watches, jewelry items and eyeglasses Seiko Business Services Inc. human resources Ohara Inc. (Seiko owns 32.2% TYO: 5218) specialty optical glass (glass materials for lenses and prisms)

INFORMATION
All modern Seikos watches have the date of manufacture included in the serial number which is stamped on the outside of the watch case back. Seiko also stamp the case back with the movement calibre number and case model number.
The first number represents the year and the second number (or letter) represents the month (1-9 for Jan.-Sept. and O,N and D for October, November and December). Thus the serial number 8N1234 would decode as follows: -

8N1234 = The first number in the sequence is 8 so this could be 1968, 1978,1988 etc etc. 8N1234 = The second number in the sequence is the month. Thus this watch was produced in the month of November.

To narrow down the exact decade you need to go off the case style and the type and calibre of the movement fitted to get some idea as to which decade the watch was produced in. . Information avaialable from a number of examples indicates that 7 digit serial numbers first appeared around 1960. In 1967 and 1968 Seiko appears to have used both 6 and 7 digit serial numbers and from 1969 onwards all 6 digit serial numbers. 8N1234 = The other digits in the serial number are the sequence in the production for the particular month. Case and calibre numbers. The case and calibre numbre are placed together as two sets of four digits joined by a dash. Thus the case number 5M63-0A10 could be broken down as follows: 7

5M63-0A10 = The first four digits are the movement calibre number. 5M63 is a Seiko kinetic movement with Day/Date and six month power reserve.

5M63-0A10 = The last four digits are the case or model number. 0A10 is a Stainless steel Divers model with rotating besel.

PRESENT SCENARIO
Seiko has identified and segmented the market based on customers, different age groups, tastes, preferences with wide ranges and styles of watches with different prices targeting the teens and youth with collections like Legendry Eagle, Under Sea Screen. For adults, their collection is Casse cou for Men and middle aged elders and senior citizens. They positioned their product suitable for various moods and segments to compete in highly competitive market so that they will be able to defend against competitive attacks and emerge as the segment leader. The Swatch latest collections launched as below. Different models targeting different age segments Watches for HIM- Targeting men Watches for Her Targeting women For Special events Mother day collections Valentine day Christmas specials Spring summer collections Bijoux collections

Seiko Strategies: Seiko gives exchange and replace offer by allowing the customer to give their old watches which he is using for quiet long or which is not working with new swatch watches. They also started educating the customer between real and replica watches so that they can differentiate and buy the watches wisely. Seiko, in a constant quest for innovation, excellence, performance and prestige, continues to aim ever higher, as reflected in its

MODELS
Seiko produces both quartz and mechanical watches of varying prices. The least expensive are around 4,000 (US$45) (sold under the brand Alba); the most expensive (Credor JURI GBBX998) costs 50,000,000 (US$554,000).[2]

Grand Seiko SBGW005

Seiko Grand Quartz, produced in 1978.

Seiko SBDX001 Marinemaster Professional Diver's 300 m mechanical watch for mixed-gas diving. Seiko mechanical watches are highly prized by collectorsfrom the Seiko "5" series (the 5 reflects the five essential features of the watch, namely shock resistant, water resistant, automatic, and day and date display), which is the most common, to the highly prized luxury "Credor," "King Seiko," and "Grand Seiko" lines. Today, Seiko Kinetic watches account for a large proportion of sales that combine the self-energizing attributes of an automatic watchwith quartz accuracy. The watch is entirely powered by its movement in everyday wear.

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TECHNOLOGY USED BY SEIKO

The secret of fine watchmaking lies not only in precision time measurement but also in extending the duration of that precision over as long a period as possible. A great watch should have the maximum possible power reserve or should convert the maximum amount of energy from light or movement into the power to run the mechanism. SEIKO leads the world in energyefficient watchmaking in all its forms, mechanical, quartz, solar, Kinetic and Spring Drive. Examples? SEIKOs 2010 Quartz Astron uses 2.5% of the power needed to run its famous 1969 predecessor and the IC in the Spring Drive regulator uses just 0.25 nano watts; if every single human being on Earth wore a Spring Drive watch, the total power required would be the same as just one 150 watt light bulb. Some of the technologies used and their description are given below: Spring Drive On 7 October 2005, Seiko announced the launch of the Seiko Spring Drive, a new movement that provides 72 hours of power compared to 40 hours for mechanical and 3 years for battery powered quartz watches. This new movement uses a "Tri-synchro Regulator". The power from the spring is used to turn the gear train and a generator. The generator powers a circuit that includes a low consumption (~25 nanowatts) quartz crystal oscillator. The oscillator is a part of a continuous feedback circuit, which holds the speed of the generator close to eight revolutions per second. According to Seiko records the resulting movement delivers accuracy commensurate with other quartz timed watch movements. The Spring Drive movement was also used as the basis for the first ever watch designed to be worn by an astronaut during a space walk, the aptly named Seiko Spring Drive Spacewalk . Kinetic In 1988, after 18 years of R&D and with 50 patents applied for, SEIKO succeeded in creating the Kinetic watch. It was the first watch in the world to convert kinetic movement into electrical energy, and it remains, still today, the only watch with this remarkable technology.
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In order to realize the Kinetic dream, the development of an energy-saving IC and open step motor was indispensable. In 1986, SEIKO's engineers succeeded in producing an IC with energy consumption of only 0.9 micro-watts of power, which was just 3% of that needed in the first Quartz watch: the Astron. Today, Kinetic Direct Drive uses just 0.71 micro-watts. Once again, there is less energy, more power, and more performance.

Solar
SEIKO Solar is a quartz watch which takes its energy from light, and stores it in a selfrecharging battery which never needs to be changed. By eliminating the need for battery change in a quartz watch, SEIKO Solar makes an obvious and important contribution to the cause of a healthier planet. SEIKO was an early pioneer in solar watch technology, with its first Solar watch being launched in 1977. Advantage: Because no battery change is ever required, the watch is virtually maintenance free. While we recommend occasional servicing as with any watch, the wearer can rely on the full operability of the watch for an extended period with no fear of the battery ever draining. Mechanical In 2008, SEIKO introduced the 8R caliber automatic chronograph. It incorporates a "magic lever," column wheel and vertical clutch; these are devices that SEIKO was the first to use in a mechanical chronograph back in 1969. In addition, the new 8R movement uses a newly-invented three-pointed hammer, which ensures instant reset of the chronograph hands. The precision and power reserve of a mechanical watch depend greatly on the quality of the balance spring and main spring. SEIKO's unique alloy, SPRON 510, leads the industry by delivering extended power and accuracy.

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CSR: SEIKO AND ENVIRONMENT

It is a commonplace truth that consumer buying all over the world is increasingly affected by environmental concerns, but it is notable that the "green" dimension has not, until now, greatly impacted the watch industry, no doubt because consumers, quite correctly, do not see watches as a major source of environmental damage. But perhaps we should now all think again. Each year, 1.7 billion watch batteries are thrown away. Can that be a good thing? SEIKO thinks not, and this site is our guide to clean energy watchmaking and to the kind of clear thinking we need to solve the problem. In fact, the world is realizing that there is a problem, and things are now changing as we see from the ever-increasing demand for SEIKO Kinetic, the only watch in the world to generate its own electricity by movement. We see it from the steadily increasing popularity of mechanical watches in the medium, as well as the upper price segment of the market, and from the extraordinary response to SEIKO's recently launched solar watch collection. All these technologies require no battery change, therefore, they generate no waste when worn. SEIKO is proud of its record on the environment. We believe that we are the leading "green" watch company, a position that we hold both in terms of our products and the way we manufacture them. But SEIKO knows that it needs to go further. SEIKO is proud of its environmental policies, and we intend to remain one step ahead in this area as well as in pure timekeeping technology.

SEIKO WATCH CORPORATION has always been dedicated to minimizing the environmental impact of its activities and products and to improving the global environment:

1969

Since 1969, SEIKO has reduced the power requirement of its quartz watches by 70%.

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1993

SEIKO led the industry by eliminating CFCs from its manufacturing processes.

1988

SEIKO introduced Kinetic, the only watch in the world to generate electricity by its wearers movement, thus eliminating the need for regular battery change.

1999

SEIKO introduced Spring Drive, a green technology that delivers accuracy of 1 second a day, but has no battery.

1999

SEIKO eliminated nickel from its watches, in line with the EU Nickel Directive.

2000

Since 2000, SEIKO has annually published an Environmental Report as part of its "CSR Report". In this report, SEIKO Holdings Corporation makes clear the progress it has made in environmental protection and sets annual goals for future action.

2005

Since 2005, All SEIKOs watch production facilities have ISO 14001 certification.

2006

SEIKOs electronic watches achieved compliance with the RoHS Directive, eliminating lead from the solder in our quartz movements. Many other watchmakers were unable to meet the EUs RoHS requirements, and they were obliged to seek exemptions from the law. Some, even today, have not achieved this important EU standard.

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2007

In April, SEIKO launched the first mercury free watch battery. In June 2008, SEIKO became the first in the industry to install mercury-free button batteries in all SEIKO watches, thereby preventing hundreds of kilograms of this potentially dangerous metal entering the environment.

2008

In November, all SEIKO watches, even mechanicals, and all bracelet parts became RoHS compliant.

SEIKO complies with all EU environmental Directives and regulations, including the RoHS, Nickel, Battery and WEEE Directives

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SWOT ANALYSIS
Strength: Long history and Brand Image: Seiko has a long history and very good brand image being established way back in 1881. Chronographs: It has almost monopoly in chronographs (which is a timepiece or watch with both timekeeping and stopwatch functions) sector . It innovated worlds first automatic chronographs in 1969. Bold New Styling: The launch of the new products was marked by bold new styling, various fashion and art designs and high energy efficient technology. High Technology: The Swatch watches were high-tech, highly branded and fully accurate. Varity of Products: Produce three main products: luxury, high value designer watches and mid-range watches made out of stainless steel, silver and gold to appeal to affluent customers. Effective Marketing Strategy: The Company uses effective marketing strategy by satisfying its target market well. Repositioning into the Fashion Market: Seiko positioned the product targeting various segments of market by using different materials, appearances, designs. Price: A wide range of products with different designs across all price ranges

Weakness: Weak Employee Productivity: They have a very less number of employees.

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Opportunities: Creative and Innovative Brands: Swatch should continue their performance and work and involve vigorously in R&D about marketing environment adjusting marketing strategy timely, become creative and innovative brand in global market. Image: Swatch can establish a strong image in the mind of customer. As people carry watch on their skin for a long time, it has to fit with their personal style and lifestyle best. Other Segments: It has vast opportunity to capture middle and lower segments of the society. Threats: Manufacturing Cost: It has to compete with cheap labor cost at Asian market when it has its own constraints of high value cost at other places like Europe,America etc. Counterfeit Products: It is a serious threat to Seiko Competition: Intense competition between different companies of quartz (Titan etc) and digital (Citizen, Casio etc) within a crowed market.

MEDIA APPEARANCE
Various Seiko watches were worn by the cinematic James Bond 007 in four films starring Roger Moore from 1977 to 1985. Also, a Seiko watch was worn by Sean Connery in the 1983 Bond film Never Say Never Again. A Seiko Chronograph is also worn by Jason Bourne in the book "The Bourne Identity" by Robert Ludlum. Aki Ross wears a Seiko wristband computer in Final Fantasy the Spirits Within.

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NASA Flight Director Gene Kranz wore a Seiko 5 model 6119-8460 during the height of his career. It was on his wrist when the Apollo 11 crew touched down on the lunar surface, when the Apollo 13 explosion occurred, and throughout the remainder of his career at NASA. The watch was recently sold and is still in working order. Nazi war criminal and SS officer Josef Mengele wore a Seiko Automatic 21 Jewels watch in South America held by the archives of the Federal Police in Brazil and it is still working to this day. (seen in National Geographic Mengele Twin Mystery)

OFFICIAL TIMEKEEPER
Seiko is also the official timer of many major sporting events:

Tokyo Olympic Summer Games in Japan, 1964 1978 World Cup in Argentina 1982 World Cup in Spain 1986 World Cup in Mexico IAAF World Championships in Athletics in Italy, 1987 1990 World Cup in Italy IAAF World Championships in Athletics in Tokyo, Japan, 1991 Barcelona Olympic Summer Games in Spain, 1992 Lillehammer Olympic Winter Games in Norway, 1994 Nagano Olympic Winter Games in Japan, 1998 Salt Lake City Olympic Winter Games in USA, 2002

Seiko is also named as the official timekeeper of the Gran Turismo racing game series, published by Sony. It's also the sponsor of FC Barcelona. Seiko used to sponsor Honda F1 (previously known as BAR [British American Racing] Honda). The Seiko name cannot currently be found on the Honda racing cars because Seiko Japan refused to be advertised whilst the names of tobacco companies are still appearing on the cars. They can, however, be found on the lollipop used in the pitlane.
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COMPETITIVE STRATEGIES
1.Seiko Watch Corporation: Moving Upmarket Founded in 1881, Seiko gained prominence for introducing the world's first quartz watch in 1969 and is often associated with the "quartz revolution" of the 1970s that threatened to destroy the Swiss watchmaking industry. Competition from inexpensive Chinese watch producers, a resurgent Swiss watch industry, domestic rivals, and a profusion of new fashion brands have led the company to reconsider its sales-oriented strategy of offering numerous products at various price points. Having become nearly obsolete in the face of quartz technology, the mechanical watch business was thriving once more, as a number of predominantly Swiss firms attracted luxury watch buyers. Since the 1960s, Seiko has produced luxury and complex mechanical watches for the domestic market under the brands "Grand Seiko" and "Credor." In 2003, Shinji Hattori, a great grandson of Seiko's founder became Seiko Watch Company's president and CEO and felt that Seiko should raise its perceived image outside Japan. In management's view, Seiko could claim distinction as the only "mechatronic manufacturer" in the world--a vertically integrated watchmaker that excelled in both mechanical watchmaking and micro-electronics. The launch of an innovative new watch movement--the Spring Drive--presented an opportunity for Seiko to make a timely foray into high-price segments in the international watch market. Examines the legacy of Seiko's watch business and provides a basic overview of the world watch industry. Considers the manner in which watches have evolved as a product category, and how a

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company like Seiko has attempted to reconcile its competitive advantage with its brand positioning in a highly crowded market.

2. Faster times for watch design Quality watches, advanced micromechatronics Seiko Epson began with the development and manufacture of Seiko brand products and today undertakes corporate activities as a digital color imaging company under the Epson brand. Founded more than 60 years ago as a watchmaker, using the key technologies cultivated in watch development as a base, Seiko Epson has become a global corporation at the forefront of technological revolutions in the color imaging field, robotics, precision machinery and electronics. In addition to the well-known Epson line of imaging products, the company continues to create stylish, durable and accurate Seiko watches. The watches are renowned for their quality, which is due in part to Seiko Epsons tradition of designing and producing all parts internally. The companys constant focus on precision has enabled it to develop the worlds most advanced micromechatronics capabilities (the synergistic integration of microelectromechanical systems, electronic technologies and precision mechatronics with high added value), such as the spring-driven Credor Spring Drive wristwatch that boasts accuracy to within one second per day, on a par with quartz watches. Several years ago, management at Seiko Epson saw a need to upgrade its watch development process if the company was to continue to compete effectively in that highly competitive segment of the consumer products market. The process at the time was sequential (industrial design study, design work, technology study, first prototype, design changes, subsequent
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prototypes etc.) and consequently too slow. Also, management wanted to ensure the highest possible product quality, so they wanted to build more quality assurance into the product development process.

3.Quick virtual development process (QVDP) Seiko Epsons answer to these challenges is called the quick virtual development process (QVDP), which is built on Siemens digital product development solution, NX. In QVDP, NX serves as the common language supporting concurrent development. Instead of carrying out the product development of the different watch elements sequentially, Seiko Epson is now able to perform the tasks in parallel. For example, industrial designers, engineers and technicians can see what each other is doing by sharing and viewing each others NX models, and because of this are able to perform their work in parallel. QVDP takes advantage of the visualization capabilities of NX to improve communication across the wider development team as well. As an example, renderings of 3D watch models help communicate planning and design concepts to marketing and purchasing groups. Further, renderings help industrial designers and engineers have a better understanding of the product, and in this way they are helping improve overall product quality. NX data is also used to create rapid prototypes that serve as another means of evaluating quality. The use of NX data in this way is improving the accuracy of first physical prototypes, which is ultimately reducing the number of trial productions needed in the development process. NX data is also sent directly to the shop floor for use in watch production. This is another way the company is improving quality, because it ensures industrial design and engineering intent. It also saves time by getting this information into production sooner.

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4.Improvements across the board The QVDP at Seiko Epson has improved the efficiency of the watch development process, saving time and money at various stages. In the industrial design process itself, one industrial designer can now perform tasks that previously required several people (2D, 3D, still-imaging, video etc.) With NX, one person can sketch concepts, create CAD geometry, generate renderings and/or rapid prototypes and evaluate the work steps that were performed relay-style by different people in the past. Direct cost savings resulting from the QVDP involve prototyping and travel. Because much of the watch development process now uses visualization and less-expensive rapid prototypes instead of machined physical models, prototyping costs are down 50 percent. Travel costs related to development have been reduced by 50 percent as well, thanks to the ability to communicate effectively using IT technologies such as NX models and renderings. With QVDP, Seiko Epson also achieved its goal of getting watches to market faster. The QVDP has compressed each of the development steps by several days, for an overall 50 percent reduction in timeto- market. These time and cost savings have not come at the expense of Seiko Epsons reputation for excellence; because quality is built into the QVDP, quality has improved 100 percent. So new watches, although they are developed much faster, still feature the high quality for which Seiko Epson is known and are still highly regarded in the marketplace.

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AWARDS

SEIKO's innovation in technology and design has been recognized with many awards presented to us by our industry's leading authorities.

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CONCLUSION
Since being established in 1881, Seiko has contributed to society with one revolutionary product after another - starting with the production of Japans first wristwatch in 1913 and including the creation of the worlds first quartz watch in 1969.

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Seiko has also been the official timekeeper at many international sporting events since the Tokyo Olympic Games in 1964. Seiko has been privileged to share moments of tremendous excitement with athletes and spectators worldwide. Today, while watches remain the heart of Seikos business, its technological expertise in microengineering, metallurgy and mechatronics has caused the company to expand into many diverse fields including camera components, other precision instruments, eyeglasses, jewelry, as well as sports and toiletry products.

In 2001, in order to be better able to offer even more attractive products to consumers around the world, Seiko's watch division became an independent company, SEIKO WATCH CORPORATION. Watches are our business. Through them, we seek to share our pleasure and pride in production, giving you pleasure and pride in possession, and adding a touch of enchantment to every precious moment. SPORTS SEIKO's proud track record as an Official Timer dates back to the 1964 Tokyo Olympics, when the worlds first comprehensive electronic timing system ushered in the era of quartz clocks. Since then SEIKO has been Official Timer for a total of six Olympics, summer and winter, each one a global showcase for SEIKOs unique technical prowess. SEIKO continues to contribute to international cooperation and the promotion of sports by supporting measurement, timing and scoring with the latest technology in a wide range of events including track and field, swimming and winter sports.

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