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Published on November 25, 2007

The world market for timepieces has changed dramatically over the past several decades, with today's leading products being increasingly of emotional, rather than functional, value.

That's the observation of Shinji Hattori, president and chief executive of Seiko Watch, one of the world's largest watchmakers, with annual revenues of around US$900 million (Bt30.4 billion).

Hattori, 54, was here last week to preside over the opening ceremony of local distributor Seiko Thailand, in which Japan-based Seiko holds more than 50 per cent of the shares.

The new firm will replace the long-established Muang Thong Seiko, in which the Japanese watchmaker had previously held a minority interest.

Hattori, who has been in his current post since 2003 after serving as director and president of Seiko Precision, said that the shift in demand - from accuracy alone toward emotional and/or aesthetic qualities - has meant that watches have become an expression of an individual's personality rather than a mere timepiece. "For example, the latest technology allows interactive functions between the wearer and his or her timepiece. One of our new models allows you to wind your watch to increase your battery or storage of energy.

"Such an action is automatically displayed on the face of your watch with an indicator showing how much energy has been wound into the watch.

"In other words, it gives you a feeling while you directly drive up your watch's battery. In addition, we also have introduced a number of specialist watches such as the Valutura yachting timer.

"Personally, I like the Seiko Kinetics due to its design, but in terms of technical superiority I like the Seiko Spring Drive.

"At present, watches and related products account for about 50 per cent of our group's sales turnover as we also produce other products and equipment.

"For watches, innovation and refinement are key to our competitiveness, as we face more and more competition from lower-end products and counterfeits from China.

"There are also other lookalike products of our popular models on the black market."

Besides fine timepieces, Hattori, who graduated with a degree in economics from Keio University in 1975, also loves to sing and compose songs.

"I also started playing guitar during my junior high school years, but I preferred singing and later writing songs in Japanese.

"At the time, the Beatles and their tunes like 'All My Loving' were among my favourites. Other popular bands in the 1960s included the Rolling Stones and the Monkees.

"Compared to today's so-called modern music, the melodies back in the 1960s or 1950s were much simpler. For a guitarist, for instance, there would be just a few chords, so it's easier to play a new composition.

"For the lyrics, it's also less complicated than today's music, underlining the fact the world was much simpler back then.

"Over the past years, I've also composed 20 Japanese songs, most of which are related to my memories of the seaside. I usually give CD copies of these pieces to friends as a gift," said Hattori.

As for the Thai market, Seiko's annual sales turnover is between Bt700 million to Bt800 million per year, accounting for about 25 per cent of the official market for timepieces, excluding smuggled and counterfeit items sold on the black market along the border.

The Japanese watchmaker has also launched a limited line of 2,999 watches with yellow emblems to commemorate His Majesty the King's 80th birthday at a unit price of Bt18,460.

In addition, Seiko has released another 2,999 limited-edition commemorative table clocks, priced at Bt9,000 apiece.

Part of the proceeds will go toward HM the King's charity projects.

Nophakhun Limsamarnphun

nop1122@yahoo.com