Baselworld April 6, 2009
SEIKO's Ananta introductions excite global interest
At the close of the 2009 Baselworld, those who feared that the atmosphere of the Fair would be less buoyant than usual seem to have been wrong. In the main hall, the Hall of Dreams, the stands were as busy as ever and large crowds thronged the stands of the leading watch brands of the world from the very start.
On the SEIKO stand, the new Ananta collection excited great interest from all over the world and is being seen as one of the more important new launches at the Fair. The collection was displayed in a dramatic series of black showcases, the largest of which contained a 460 year-old Katana sword alongside the signature piece of the Ananta collection, the Spring Drive Chronograph. As it was the first occasion for Spring Drive to be incorporated into one of Seiko’s Elite collections, this chronograph and the Ananta GMT models that were displayed alongside it were the center of visitor interest throughout the fair. It was however, the automatic watches in Ananta that generated the greatest media interest, as they were seen as offering a new level of value in prestige mechanical watches. Two new calibers, a multi-hand and a double retrograde were presented alongside the dramatic 8R automatic chronograph, which, in its new Ananta execution, was the center of attention.
This interest in SEIKO’s mechanical watches was accentuated by the display in adjacent windows detailing some of the materials and processes in their manufacture. The SPRON 510 alloy used in the mainspring was shown in various stages of its processing and the Shizuku-ishi studio where the mechanical calibers are made was described alongside.
All visitors to the stand walked through the “Crystal Canyon” on both sides of which were displayed Ananta and the other Elite Collections, Arctura, Velatura, Premier and Sportura. In each showcase the watches were shown against the backdrop of the dramatic visuals that are at the heart of the new SEIKO advertising campaign, the theme of which is “SEIKO. Dedicated to Perfection”. The images show natural landscapes whose grandeur and almost mystical appeal provided the perfect atmosphere in which visitors could view the 2009 SEIKO collections.