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Our Story

In the Beginning

Established in 1966, Sekonda started out as a British brand offering a collection of mechanical watches originally manufactured in Russia.

With extensive marketing campaigns and superb customer service, Sekonda soon became a household name.

The introduction of the quartz movement saw manufacture move to Hong Kong and allowed Sekonda to introduce more fashionable styles.

In 1978, Sekonda sold 1 million watches in a year – only the second brand ever to have done so.

Sekonda Develops

In 1986, Sekonda launched its popular steamroller advert, giving birth to the famous line it still stands by today: beware of expensive imitations. Two years later, Sekonda became the best-selling watch brand in the UK and still holds that position today.

In 1991, as consumer values were beginning to change, Sekonda launched its Quality Initiative. This defined the principles it still follows to this day: top quality movements, strict manufacturing specifications, rigorous testing, comprehensive quality control and excellent after-sales service. The Sekonda range was then relaunched in 1993 following new products being sourced from the Far East featuring the latest Japanese movements. 

Sekonda is the UK’s number one watch brand, and has been for the past 30 consecutive years.

Then and Now

During the 1980s and 90s, Sekonda’s TV ad campaigns became famous for being humorous and light-hearted fun. Featuring the likes of Bob Monkhouse, Ronnie Barker and Madness, Sekonda emphasised its brand ethos with these adverts: high quality, desirable watches at affordable prices.

The period since 1998 has been one of rapid change with the introduction to the worldwide market of numerous fashion brands. To keep up with the growth of the fashion market, Sekonda had to take action and in 2004, Seksy was born.

Inspired by catwalk trends and following fashion-led designs, Seksy launched with just eleven models. But with clever advertising and an instantly recognisable name, a number of these lines became bestsellers and the brand became a global success.

Sekonda’s latest venture has been the launch of Editions in 2013. Editions is the fashion-forward arm of Sekonda and prides itself on being on-trend and fun, as well as affordable. Since its inception, it has become a strong part of the Sekonda brand and can now be found across the world.

Sekonda today offers a wide collection of innovative designs using high quality movements and materials to create durable and stylish timepieces. Owing to this, Sekonda has grown to become a global brand and one of the biggest watch brands in travel retail, found in 66 countries and on-board over 110 airlines.

Still a household name in the UK today, Sekonda continues to build on its core values: innovative UK design, great value for money, industry leading Quality Control procedures and first-class customer service. With a wide variety of watches available, all tastes, styles and budgets are catered for.