SEIKO TO FOCUS ON DISTRIBUTION TO JEWELERS As part of a restructuring effort, Seiko Corp. of America has streamlined distribution to concentrate on fine jewelers and fine jewelry departments. It also has lowered some prices 7%-10% and has phased out sales to several mass merchandisers. The commitment to fine jewelers has been focused in three areas, says Larry Sussberg, vice president of sales. Those areas are chain and independent stores, full-line department stores and catalogs with an emphasis on fine jewelry. Seiko took the steps because the watch market has "destabilized" in recent years as companies and brands increased, he says. That confused consumers and made differentiating between brands more difficult, he says. "[The changes] will redefine who we are," he says. As a result, Seiko is asking its retail customers to emphasize the strengths and differences of its Seiko an