Once an Entryway to Watch Collection: Analysing The Shift in Seiko’s Popularity

There was a time, notably around 2015, when Seiko watches, especially the SKX model, were considered the ideal starting point for anyone wanting to delve into the world of wristwatches. However, today, Seiko appears to have lost much of its charm and ubiquity. The once golden child of the wristwatch industry has seen a significant decrease in popularity and the root cause of this seeming decline may lie in a few critical changes in the horology landscape.

First and foremost, the microbrand segment of affordable mechanical watches has grown dramatically since 2015. The market today teems with numerous brands such as Nodus and Lorier, which did not even exist back in those days. With a sea of options now available to consumers, the dominance of big brands like Seiko has weakened. The watch universe now abounds with a range of attractive, better-specced watches that offer more value for money.

And while the brand’s shift towards the upmarket with the introduction of their new Seiko 5 Sports watches might have been seen as a strategic decision, this move, coinciding with the end of the SKX model, appears to have changed Seiko’s identity in a manner that has significantly affected how consumers interact with the brand.

In conclusion, the expanding universe of wrist-watches, coupled with Seiko’s price increases without significant improvements, has been consequential to the brand’s popularity. The clock is ticking, and it remains to be seen how Seiko navigates this sea of challenges and adapts to the changing tides.