Seiko Expands to Higher-Priced Watches

Seiko Corporation of America (SCA) is expanding its Seiko watch market upward into the $500 to $800 range, reducing the large retailer base for its Seiko and Pulsar watches and Seiko clocks by more than 10% each, and focusing more attention on "key retail partnerships." Details of the changes and how they will affect jewelers were discussed in company statements and a JCK interview with Les Perry, SCA executive vice president for sales and marketing. Seiko has been repositioning its Seiko brand since 2003, putting more emphasis on innovation, refinement, and distinctive styling. In the U.S. market, SCA in the past year has expanded beyond its traditional category—under $350—where it dominates the men's market. "We're not ignoring the under-$300 category," says Perry, "but the industry has seen tremendous growth in the $500-$800 price range. There's real opportunity there, and S

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