Seiko unleashes first global campaign

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BASEL -- Tokyo-based watch marketer Seiko Corporation is launching its new Arctura collection simultaneously in 150 countries, backed by a global marketing campaign. The company says this is possibly the most extensive launch in the history of the watch industry.

The Virginia-based Martin Agency, which held onto the account that it had managed for five years in a global review last year, will run an ad campaign across international and national media throughout 1997. In Europe, media include TV, cinema, magazines and new electronic media, including the Internet.

All of Seiko Corporation's advertising resources for 1997 will be put into this campaign, which will kick off in Europe in May on Eurosport and in all the major in-flight magazines. The new collection will debut at the Basel watch fair, the world's largest of its kind.

The Arctura collection is based on Seiko Kinetic technology which the company claims works by converting the natural movement of the wearer into electricity to give quartz accuracy without the need for a battery. The technology is exclusive to Seiko.

The range and its campaign have been three years in the planning, says Robert Wilson, marketing director of Seiko Europe in Maidenhead, Berkshire. "Seiko Kinetic is already the talk of the industry and the new campaign will further reinforce the position of Seiko as the leading international watch brand."

Seiko Kinetic first came to the market in 1993. It is now available in more than 100 different styles of watch and is sold in over 160 countries around the world. Sales of Seiko Kinetic watches reached one million in mid-1996, the company claims, two years ahead of the declared target date.

Copyright April 1997, Crain Communications Inc.

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