The British brand's first mechanical chronograph since 2020 arrives with a Sellita calibre and matches the price of two Swatch Group watches that share a movement with each other.
Seiko took Japan's most historically significant textile legacy and translated it into three automatic dress watches at $950 USD. It's not a marketing exercise — it's one of the strongest arguments in entry-level luxury watchmaking.
Three celebrities, three watches ranging from $25,000 to $201,000, and a 2026 World Cup that accidentally turned VIP boxes into the world's most-watched watch showcase.