The watchmaker unveils new range targeting global travellers with a pre-launch web movie that clocks 400,000 views in under three weeks
In conjunction with the simultaneous worldwide debut of its 8X Series Dual-Time range scheduled for 19 September 2015, Seiko Watch Corporation recently launched a web movie title Watch DJ featuring Japanese celebrity disc jockey, DJ Mitsu the Beats. The digital execution is part of the watchmaker’s promotional push surrounding the nine new releases which include the iconic Seiko Astron 8X Series limited edition model.
Equipped with a dual-time feature and tailored to meet the brand’s core target audience comprised of global travellers, the collection is being marketed as the world’s first GPS solar watch series. Accompanying the release, Watch DJ which premiered on 25 August 2015, embodies the innovative worldview of the Seiko Astron. In only three weeks, the 2.10-minute video has already garnered a total of 400,000 views, further cementing the strength of the newly launched timepiece.
The aforementioned figure is based on the accumulative number of views logged via Seiko’s official YouTube and Facebook channels and is still growing. The theme behind the production, while focused on the concept of technology that excites the world, neatly encapsulates the watch juggernaut’s philosophy of ‘always one step ahead of the rest’.
The movie is a display of the watch’s enhanced capabilities—depicted through brand ambassador DJ Mitsu the Beats, who uses the Seiko Astron wristwatch to power his turntables. A world’s first, the watch gathers location and time information from GPS satellites to adjust to a given time zone, with the Seiko Astron positioning the GPS solar watch as a genre of its own.
The spinner puts on quite the performance by manipulating the timepiece like a turntable to suggest rolling back time while surrounded by a tall screen projecting a film supported by time-related imagery to include the sun, moon, stars and music synchronised with the projection and his hand movements. He switches his speed of playing to create the final tune. The behind-the-scenes film, Making of Watch DJ, has also been released.
