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Seiko made a marketing coup with Barcelona FC?  0 Comments

Published Saturday, March 05, 2011 by Harry SK Tan |

 


Seiko announced that it is now the official watch partner of FC Barcelona - the world famous football club from Spain. As an internationally renowned football club, Seiko seems to have made a huge marketing coup to enter into a long term partnership with the world class football club. According to the press release, Seiko dedicated the Sportura line with the emblem of FC Barcelona on the dial. No mention whether they would be on a specific model or the whole line. At the club, Seiko branding will be seen in many of the club's stadium time keeping clocks.

Seiko, like many top notch Japanese brands (save for a small handful of household names) are not known for their marketing prowess. Many serious watch collectors continue to wonder why the brand is so shy in their willingness to market the quality of their Grand Seiko watches. It could well be that Seiko has never intended to develop the Grand Seiko as a global brand with huge supplies to retailers. To maintain its very special quality finishing requires very highly skilled labour and even in Japan, such supply is not easy to come by. Seiko however has several layers of models between the Grand Seiko to Sportura - all designed to reach out to different market segments.

But with this partnership, Seiko clearly has indicated to the world that the Sportura range is an important series to warrant the investment to bring it to the world stage.  At the very least, it will bring the model line into the forefront of FC Barcelona supporters and all soccer fans that follow the Spanish league. That alone I think is a coup that will make many marketing heads in Switzerland sit up.

- HT

 

 




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