The renowned and enduring Seiko 5 Sports series was launched in 1968, with the goal of crafting sports watches tailored for a younger and more dynamic audience compared to the classic Seiko 5.
From the outset, the 5 Sports models have been distinguished by their robust construction and the reliability of their automatic movements. They also offer good water resistance, making them suitable for water activities, and boast a wide array of youthful designs.
First Model of the 5 Sports Series
The first model introduced to the Japanese market in June 1968 at the launch of the new Seiko 5 Sports series was the 61-5D with case code 6106-8120.
The automatic caliber 6106, used for this model, operates at 21,600 beats per hour and features a hacking function but not manual winding. Besides the 5 Sports, the 6106 was used for other series in the Seiko 5 family, such as the Actus and DX.
The following presentation is taken from the June 1968 volume of Seiko Sales, a monthly publication sent exclusively to the brand’s partners and authorized dealers.
SEIKO News of the Month
Dynamic “Five Sports” Watch
New Release! Model 61-5D, 25 jewels
Recommended price: 15,000 yen
The “New Five” from Seiko, with its stable performance and functional design, enjoys overwhelming popularity among young people. Now, a new member has joined the series.
Introducing the dynamic men’s watch “Five Sports”, developed with a focus on the rich personality and wide range of activities of young people.
The features of the “Five Sports” add to the excellent functionalities of the “New Five”:
- Dynamic Design: with a new attractive aesthetic.
- Functional Dial: with luminescent material for better readability.
- Special Reinforced Glass (Hardlex): for superior resistance.
- Waterproof Case with Screw Back: withstands water pressure up to 70 meters.
- Rotating Bezel: essential for snorkeling.
- Dynamic Bracelet: styled to coordinate with the watch design.
We confidently recommend the “Five Sports” to active young people, ideal for summer and sports recreational activities, thanks to its excellent performance and advanced features.
The new “SEIKO Five Sports” will surely gain popularity among young people this summer.
The 1968 Summer Campaign
The Seiko 5 Sports were launched in June 1968 with the ’68 SEIKO SUMMER CAMPAIGN, targeted mainly at young people aged between 20 and 30.
With a message to Seiko authorized dealers, the executive director introduces the summer promotional campaign and the new Seiko 5 Sports series.
Summer has arrived, and with it comes the high demand for watches due to mid-year bonuses and gifts. SEIKO has organized, for this season, the SEIKO ’68 summer campaign, following the “Start with SEIKO” campaign. We are confident that this initiative will bring great results in your sales.
The SEIKO ’68 summer campaign is particularly focused on young people. When they enjoy the sun at the sea or in the mountains, we have developed products specifically for them. We have paid special attention to dynamically expressing youth through mass media advertising and in-store promotional materials.
The new product launched in this campaign is the Five Sports, which further expands the popular Five series. Today, customers seek products with personality, reflecting their style and needs. This initiative is very timely, and we hope you can sell many of these watches to young customers.
SEIKO ’68 Summer Campaign
Presentation of SEIKO watches to be sold in summer
For Men – “Seiko Five Sports”
The Five Sports, launched together with the start of the campaign, is the central product of this summer. With its unique charm and dynamic sense, it will capture the hearts of active young people. Please recommend to your customers the appeal of the Five Sports for summer sports and recreational activities.
The presentation of the new Seiko 5 Sports series continues with the promotional material for the summer campaign.
SEIKO ’68 Summer Campaign
Presentation of Mass Media Advertising
In a well-structured campaign, the key factors for success are product strength, promotional capability, and sales power. SEIKO has conducted extensive research and studies to define the mass media advertising strategies for the SEIKO ’68 summer campaign. In particular, innovative and striking advertisements will be developed to capture the attention of young people, emphasizing the dynamic character of the “Five Sports” and the lively and elegant style of the “Lady Sports”. Additionally, we will use every available opportunity to promote our products. Expect great things from our summer promotional activities.
Example of a Seiko 5 Sports advertisement for magazines:
Example of a Seiko 5 Sports advertisement for television:
The following pages illustrate the promotional material sent to Japanese retailers.
Presentation of POP Promotional Materials
During a campaign, POP (Point of Purchase) promotional materials play a crucial role alongside the manufacturer’s mass media advertisements. These materials help to turn customers’ interest in watches, sparked by mass media advertisements, into actual purchases within the store. For this reason, POP promotional materials are created in line with the mass media advertising strategies.
SEIKO has prepared the following POP promotional materials. All are characterized by a dynamic and attractive design, ideal for enhancing product displays in-store during the summer.
Seiko 5 Sports in the 1968 Catalog
The first appearance of the 5 Sports in official Seiko catalogs is found in the second volume of 1968, where a 6106-8120 is also depicted on the cover.
Models from the 1968 Catalog – Volume 2
In this table, I have listed all the Seiko 5 Sports models that appear in the second volume of 1968. The catalog images follow.
| Reference | Case Code | Price |
|---|---|---|
| 61-5D 130 | 6106-8120 | 15,000 yen |
| 61-5D 132 | 6106-8120 | 15,000 yen |
| 61-5D 133* | 6106-8120 | 15,000 yen |
| 61-5D 134 | 6106-8120 | 15,000 yen |
| 51-5 172 | 5126-8080 | 14,000 yen (bracelet) 13,500 yen (strap) |
| 51-5 173* | 5126-8080 | 14,000 yen (bracelet) 13,500 yen (strap) |
| 51-5 180 | 5126-8090 | 14,000 yen |
| 51-5 182 | 5126-8090 | 14,000 yen |
| 51-5 183* | 5126-8090 | 14,000 yen |
| 51-5 192 | 5126-8100 | 12,500 yen |
| 51-5 193* | 5126-8100 | 12,500 yen |
| 51-5 194 | 5126-8100 | 12,500 yen |
| 61-5 140 | 6119-6020 | 12,500 yen |
| 61-5 141* | 6119-6020 | 12,500 yen |
| 61-5 142 | 6119-6020 | 12,500 yen |
| 61-5 143* | 6119-6020 | 12,500 yen |
| 61-5 152 | 6119-8120 | 12,500 yen |
| 61-5 153* | 6119-8120 | 12,500 yen |
| 61-5 154 | 6119-8120 | 12,500 yen |
| 61-5 160 | 6119-8130 | 11,000 yen |
| 61-5 161* | 6119-8130 | 11,000 yen |
| 61-5 162 | 6119-8130 | 11,000 yen |
| 61-5 163* | 6119-8130 | 11,000 yen |
| 61-5 164 | 6119-8130 | 11,000 yen |
| 61-5 174 | 6119-8140 | 11,000 yen |
| 61-5 175* | 6119-8140 | 11,000 yen |
| 61-5 182 | 6119-8140 | 11,000 yen |
| 61-5 183* | 6119-8140 | 11,000 yen |
| 61-5 172 | 6119-8140 | 11,000 yen (bracelet) 10,500 yen (strap) |
| 61-5 173* | 6119-8140 | 11,000 yen (bracelet) 10,500 yen (strap) |
Seiko 5 Sports in the 1969 Catalog
While the first volume of the 1969 Seiko catalog sees a reduction in Seiko 5 Sports references, several new models are added in the second volume, including the Seiko Speed Timer with caliber 6139, the world’s first automatic chronograph.
Models from the 1969 Catalog – Volume 1
In this table, I have listed all the Seiko 5 Sports models that appear in the first volume of 1969. The catalog images follow.
| Reference | Case Code | Price |
|---|---|---|
| 61-5D 130 | 6106-8120 | 15,000 yen |
| 61-5D 132 | 6106-8120 | 15,000 yen |
| 61-5D 134 | 6106-8120 | 15,000 yen |
| 51-5 182 | 5126-8090 | 14,000 yen |
| 51-5 192 | 5126-8100 | 12,500 yen |
| 61-5 140 | 6119-6020 | 12,500 yen |
| 61-5 142 | 6119-6020 | 12,500 yen |
| 61-5 154 | 6119-8120 | 12,500 yen |
| 61-5 160 | 6119-8130 | 11,000 yen |
| 61-5 162 | 6119-8130 | 11,000 yen |
| 61-5 172 | 6119-8140 | 11,000 yen |
Models from the 1969 Catalog – Volume 2
In this table, I have listed all the Seiko 5 Sports models that appear in the second volume of 1969. The catalog images follow.
| Reference | Case Code | Price |
|---|---|---|
| 61SP 014 | 6139-6000 | 18,000 yen |
| 61SP 016 | 6139-6000 | 18,000 yen |
| 61SP 022 | 6139-6010 | 16,000 yen |
| 61SP 024 | 6139-6010 | 16,000 yen |
| 61-5D 132 | 6106-8120 | 15,000 yen |
| 61-5D 270 | 6106-6040 | 15,000 yen |
| 61-5D 272 | 6106-6040 | 15,000 yen |
| 51-5 362 | 5126-6030 | 15,500 yen |
| 51-5 366 | 5126-6030 | 15,500 yen |
| 51-5 322 | 5126-6010 | 14,000 yen |
| 51-5 326 | 5126-6010 | 14,000 yen |
| 51-5 330 | 5126-6010 | 14,000 yen |
| 51-5 332 | 5126-6010 | 14,000 yen |
| 51-5 344 | 5126-8120 | 14,000 yen |
| 51-5 350 | 5126-8130 | 14,000 yen |
| 51-5 352 | 5126-8130 | 14,000 yen |
| 61-5 322 | 6119-6050 | 14,000 yen |
| 61-5 324 | 6119-6050 | 14,000 yen |
| 61-5 142 | 6119-6020 | 12,500 yen |
| 61-5 332 | 6119-7160 | 12,500 yen |
| 61-5 346 | 6119-7160 | 12,500 yen |
| 61-5 354 | 6119-7170 | 12,500 yen |
| 61-5 360 | 6119-7170 | 12,500 yen |
| 61-5 372 | 6119-8310 | 11,000 yen |
| 61-5 386 | 6119-8310 | 11,000 yen |
