The watch Journey – The watch brand tier List – Seiko

Welcome to the 12th instalment of my watch journey. The Watch brand Tier list currently stands at Rolex Last, Tudor second last followed by the Fashion branded watches, Swatch watches, Tissot and Citizen, Hamilton, Tag Heuer, Longines and Omega
The next on the list is Seiko!   

Seiko watches are world renown. Like most brands they started selling overseas watches at first then started making their own. They are also one of the few watch companies that source and manufacture every part within their group. They have made a number of world firsts including introduced the dreaded Quartz movement to the masses. The quartz movement is the still the most accurate method of keeping time for the general public in 2024 without smart phones of course. That said Seiko mechanical movements surpassed Swiss accuracy in the 70’s so much so that they where banned from competing with the Swiss which lead to some desperate marketing battles from the Swiss.  

When Seiko started making watches, wrist watches in general where quite expensive and inaccurate and lacked durability aka up to the 60’s. Watches back then required regular visits to watch shop to repair. Parts where easy to get because most manufacturers even then, sourced the parts from a limited number of actual manufacturers. The more the accurate the better the brand and was the key to their position on a brand tier list of the day. Of course times have moved on and Seiko was one of the brands that shook the market and reduced prices and increased accuracy, availability and reliability of wrist watches. 

Seiko makes lots of different watch models with varying levels of movement technology and prices. Their designs are market leading and ultimately affordable. Strangely though they are one of the many brands that does not make a smartwatch like Samsung or Apple. 

Seiko is near the top of the watch brand tier list because they make lot of different models at different price points and the more you pay the better it gets. They keep their eye on the what models are actually selling no matter how much ‘influencers’ don’t like them and attack the segment. That unlike other brands also allows them to develop and create models that don’t exist or that more boutique customers are requesting. The result have been many land mark models featuring in real historic events and even the movies. As a result they also give the middle finger Swiss brands that rely on outdated and bordering on dishonest Swiss marketing and now rely on the 2nd hand market retailer’s to keep their ‘brands’ in the public eye. The brands need to sell new swatches not second hand. Mind you Rolex in particular have bought out one of the largest second hand dealers to ensure their survival. 

I digressed – back to Seiko watches. Yes Seiko watches are worth buying they generally look good, work well and priced well. Recently much discussion is made about the Seiko price increases. Well in case anyone complaining are too old, have poor business or investment and general finance knowledge or live in isolated and unchanging places – essentially inflexible or stupid – things in 2024 are really expensive! A bag of 175 grams chips at the store costs $7 when not on sale! 

Speaking of influencers if you analyse the current crop of watch or self proclaimed horologists you realise that they fell into the brand trap – their satisfaction and desire to promote is in reality gained from purchasing the brand rather than the actual watch – opps! timepiece it’s self. Many talk and review the same watch over and over as if it’s the only one released. It’s believing their own marketing hence trying to impress others not themselves. What is needed are new models and innovation in this space.