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Seiko & Novak Djokovic

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April 2014


We strive for perfection in watchmaking; we always have and we always will. When Kintaro Hattori founded the company in 1881, he was determined that Seiko should be ‘‘always one step ahead of the rest’’, and we live today by this creed. This is why, when the opportunity to work with Novak Djokovic arose, we welcomed it immediately. In Novak, we see someone who shares our desire to be the best and who is determined to maintain his status as a leader. Like Seiko, Novak is dedicated to perfection. And like Novak, Seiko is determined to be “one step ahead of the rest”.

The Seiko & Novak Djokovic partnership announcement
The Seiko & Novak Djokovic partnership announcement

The brand is delighted that Novak selected Seiko and that both shall be partners for the next three years.
Seiko admires Novak as a player also admires him as a person who has a rich range of interests and a very varied lifestyle.

Seiko's Astron Watch
Seiko’s Astron Watch

"We cannot help Novak win tennis matches, but we can help him manage time in every other aspect of his life. We have created a series of watches that Novak will be wearing in 2014, each selected to suit the different aspects of Novak’s life. When he is training, Novak will wear a watch he has selected from our Sportura chronograph collection. When he is at an evening function, Novak will wear a Premier Kinetic Perpetual watch. When he is away from the tennis world and enjoying his passion for adventure sports, it will be the new Prospex Kinetic GMT Diver’s watch that accompanies him. Lastly, and most importantly for us and for Novak, whose global schedule is so hectic, when he is traveling Novak will wear the Astron GPS Solar watch that uses the GPS network and the power of light to adjust to each and every time zone on earth. We estimate that, in 2014 alone, Novak’s schedule would normally require him to adjust his watch at least 60 times. With Astron, he will not have to worry about it once."

Novak Djokovic for Seiko (Advertising Campaign)
Novak Djokovic for Seiko (Advertising Campaign)
Novak Djokovic for Seiko (Advertising Campaign)
Novak Djokovic for Seiko (Advertising Campaign)

The campaign that celebrates this partnership reveals several different aspects of the player’s life.
We see him playing tennis, of course, but we also see him relaxing in a tennis lounge, on the way home after practice, traveling and going out for a spin. The images show the variety that constitutes Novak Djokovic’s life and also reveal the relaxed charm that makes him so loved by tennis fans the world over.

Source: Seiko