When
you think of exclusive product launches, what comes to mind is usually
big expensive events, probably held in the CBD or the Marina Bay area
with yachts in the background and people dressed to the nines. Waiters
humming around with champagne? Five-piece ensemble playing classical
music? Well put those notions to rest, because at the launch for the
Seiko Astron GPS watch, none of those things were present, and the event
was arguably much better because of it.
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| Launching
a product right in the heart of Vivocity puts it front and centre in
the eyes of the people, much more visible than in the business district. |
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Seiko
chose to unveil the Astron in Vivocity, complete with a smart-looking
black booth/showcase right in the middle of the atrium (more on this
later). Not a bad location if you're looking to address the human
traffic, especially the lunch crowd coming in from Alexandra Distripark, Science Park and the surrounding areas.
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| Clean design with clear emphasis on the brand and the watches |
The
sleek backdrop was a nice touch, a good idea because it achieved the
dual purpose of standing out and announcing the Seiko brand, but also
maintained an air of exclusivity for the guests inside. It got a bit
hard to move around once the place filled up, with waiters on hand too
with drinks. Guess that's a plus point for Seiko to have many people
turn up for their launch.
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| Performer enthralling guests with his new, magical, amazing iPhone 12 that shows 20 rows of icons |
Now on to the watches! I want
to start with my favourite watch there, this Astron with blue markings.
Just look at it. I admit I am partial to watches with bright luminscent
markings that look inspired by supercar speedos/tachometers. Or is it
the other way round with the carmakers inspired by watchmakers? Whatever it is, I like!
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| Having a big second hand is nice too, prefer to have it big rather than on one of the subdials. |
Looks
aside, the GPS and solar functions are pretty neat. I can't say that I
will be using the headline GPS function alot, because I travel
infrequently. However, the solar bit is always handy, won't need to look
for replacement batteries. Somehow, watch batteries always die at
inconvenient times.
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| Astron in a different colourway. More understated markings here, but no less readable. |
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| Apparently Seiko sponsors the Catalan football giants too! Didn't know until I saw this |
The FC Barcelona
licenced Sporturas were on show too. The speedometer influence is also
clear on these, look at the font of the numerical markings on the bezel.
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| Nice
use classy use of the club badge. Would have preferred it if the badge
was monochrome, but guess having paid for the licence Seiko would rather
use it in colour! |
The
Sportura is definitely friendly on the wallet than the more premium
watches though. Seiko evidently came prepared with watches at every
price level.
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| Old is gold |
Speaking
of premier products, the Seiko Premier decked out in gold and with
exposed movement certainly stood out. Not too sure if they will get many
walk-in customers buying this one though!
All in, it was a good event to attend. Entertainment, refreshments and a good showcase of timepieces.
More companies should hold their events like this, blending an
invite-only launch with a public location and element so that their
brand and message doesn't stay exclusive to a small segment of people only.
