RetailJapan watchmaker has built up its brand with big ad spending, promotional dealsA limited run of 3,400 watches in collaboration with baseball star Shohei Ohtani quickly sold out at retailers. (Source photos by Seiko and Nikkei)HIDEAKI HIGASHIURAJuly 30, 2026 07:06 JSTTOKYO -- Japanese watchmaker Seiko Group is reshaping itself into a luxury brand, a transformation that has seen it match LVMH Moet Hennessy Louis Vuitton on a stock market valuation gauge.Read NextElectronicsCasio finds new cash cow in once maligned 'cheap' watchesRetailPrada-experienced designer revamps Uniqlo's sister brandConsumerFranck Muller, Ferragamo, Omega join Japan's summer of big luxury price hikesCaixinLouis Vuitton's trademark win sparks backlash in ChinaCompaniesCasio's $600 lacquerware calculator pushes the right buttons with consumersAutomobilesState-owned Hongqi's ultra-luxury sedan beats Rolls-Royce in ChinaLatest on RetailRetailHong Kong retailers hit as customers 'head north' to cheaper ShenzhenRetailToys R Us Japan taps China toymakers as 'kidults' reshape marketRetailUniqlo to quintuple Indian outlets to over 100 within 5 years