Seiko's Slogans & Taglines

Seiko is a dedicated architect of horological permanence, quartz-born revolution, and the quiet transformation of a Tokyo repair shop into a global covenant of timekeeping sovereignty, built on an iconic Japanese heritage that treats the ritual of measuring time not as a mundane mechanical transaction, but as a vital pillar of precision, cultural devotion, and the unapologetic sovereignty of the mainspring and crystal. Born in 1881 when Kintaro Hattori opened his timepiece retail and repair store in Ginza, the brand ignited its ascent in 1924 with the first watch bearing the Seiko name, then shattered Swiss dominance in 1969 with the Quartz Astron—the world’s first quartz wristwatch—accompanied by the prophetic declaration “Someday, all watches will be made this way.” Its portfolio evolved from the 1913 Laurel, Japan’s first wristwatch, through the 1960 Grand Seiko and 1964 Olympic timing legacy, to encompass Prospex dive watches, Presage dress lines, Astron GPS solar, and King Seiko revivals, alongside clocks, electronic devices, semiconductors, jewelry, and optical products. The brand’s voice has journeyed from the 1964 assurance “A step ahead of conventional timekeeping” and the global anthem “Seiko of the world,” through the introspective “It’s your watch” and “Is it you?,” to the modern covenant “Moving ahead. Touching hearts.”—a century-spanning affirmation that every tick, every quartz oscillation, and every Zaratsu polish deserves the precision of Japanese innovation.