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Seiko  - Presage ups the ante

Seiko Presage ups the ante

Seiko’s Presage collection has become one of its best-sellers in recent years, a success that is now leading the brand to perpetuate and diversify its offer.

It’s the story of an unexpected success. In 2010, Seiko launched a 100% mechanical Presage line on its domestic market, Japan. Simple, pure and classical in size, while slightly original in aesthetic terms, this model made a huge splash right from the start. Japanese customers began snapping it up, while brand enthusiasts around the world discovered it via social networks and also wanted a piece of the action. After a local launch with no global pretentions, Presage has become one of the Japanese watch industry’s major viral successes of recent years.

In 2016, Seiko thus decided to take the step of a truly international launch, thereby giving Presage the means to fulfil its newfound ambitions. At Baselworld, the collection again proved a massive hit, rapidly outstripping existing collections to top the sales tables. 

A growing family

In 2017, the new Presage watches were eagerly awaited. Seiko adopted a cautious attitude by not renewing all models from its 2016 collection, but instead streamlining it from 12 to 8 references. Among them, the stellar interpretations are the blue versions with a sunburst dial, shining radiantly within a perfectly measured 40 mm case (ref. SSA343 and SRPB423). On these models, as on the others, Seiko has maintained its in-house innovations, such as the Magic Lever, the springs made of the unique and highly resistant Spron alloy, as well as the Diashock protection system.

In terms of movements, the models come equipped with the same calibres, based on the 4R35 (featuring the slimness and simplicity of a three-hand movement) and the 4R57 (equipped with a central power-reserve indicator).

Les Presage montent en puissance

Recipe for success

On the dial side, Seiko has not changed its winning formula. The radiant beauty of the profoundly imprinted sunburst motif is enhanced by the seven layers of varnish applied as well as by the clarity of the cambered watch crystals. The hand-curved hands further reinforce the impression of exquisite finesse. Setting the perfect finishing touch, some models are fitted with extremely shiny glossy leather straps, a particularly daring – and currently unique – choice that makes a perfect match with the unique glow of these models.

When launched on the markets this August, these models will join a “Cocktail” line within the Presage collection, which Seiko will notably enrich with chocolate-brown versions bearing the same sunburst pattern, along with a 3 o’clock date display.

Les Presage montent en puissance

Enamel is back in force

Alongside this standard collections, Seiko has considerably broadened its range of models with enamel dials, of which there are now five – four round and one tonneau-shaped –compared with only two introduced last year. According to the references, the hours and minutes will be accompanied by small seconds, power-reserve, date display or chronograph functions. The latter will be the only 42 mm round version, with the others remaining at a demure 40 mm.

These models will feature the most classical design features used by Seiko for this type of watch: blued hands, seconds tipped by a moon crescent, and enamel appearing on two levels. They are entirely in line with the chronograph presented at Baselworld 2016, which also featured enamel and garnered a success that Seiko is now seeking to develop in a skilful and discerning manner. That is also why these references, contrary to the 2016 chronograph, are no longer limited editions and are thus becoming lasting fixtures in the standard collections.

Les Presage montent en puissance

The brand

The history of Seiko is a more than 130 year story of innovation. From the very start, Kintaro Hattori was determined to be at the forefront of the industry and his oft-repeated credo was that Seiko should be “Always one step ahead of the rest.”

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