Seiko is on a hot streak. The company’s watch division is growing faster and earning higher margins than many Swiss heavyweights, thanks largely to surging demand in the United States. With Credor set to take the stage at Watches and Wonders Geneva in 2026, the brand is gearing up for a bigger push into the global luxury arena.
In the first half of FY 2025, Seiko Group Corporation reported total revenue of ¥160 billion. Watches accounted for ¥98.2 billion of that—an 8.8% year-over-year increase. Operating profit for the watch unit hit ¥15.4 billion, translating to a healthy margin of about 15%. That’s well ahead of margins reported by major Swiss groups in comparable periods, where profitability hovered in the low single digits.
The momentum is coming above all from the U.S. Grand Seiko continues to win over enthusiasts and first-time luxury buyers by positioning itself as a value-rich alternative to traditional Swiss names. Its blend of high-end finishing and technical innovation is resonating with a growing audience, helping the brand carve out space in the luxury-adjacent category. Europe remains a tougher environment for luxury goods, and Grand Seiko’s softer results there mirror broader market headwinds. Even so, Seiko’s Prospex and Presage collections delivered solid performances, keeping the company’s global brand portfolio in positive territory, according to Seiko’s latest investor relations update.
The strategic bombshell is Credor’s next move. Seiko confirmed that its ultra-high-end line—long treasured in Japan—will join Watches and Wonders Geneva in 2026. It’s a clear signal that Seiko intends to compete at the pinnacle of watchmaking on an international stage. This path echoes the trajectory of Grand Seiko, which was spun out as a standalone global brand in 2010 and now sits in conversations alongside storied luxury maisons.
Put together, the picture is unmistakable: Seiko is evolving from mass-market mainstay into a formidable luxury contender, and the numbers back it up. The U.S. market is propelling the surge, Prospex and Presage are keeping the engine humming worldwide, and Credor’s Geneva debut sets the tone for the next chapter. All eyes now turn to 2026, when Seiko’s ultra-high-end ambitions will meet the world’s most discerning collectors face to face.
