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Sekonda: Britain’s best selling watch

by Michael Weare
29 May, 2012
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About the author

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com


Sekonda is by far the UK’s number one selling watch brand, it’s the first brand you see on the high street in every town in Britain. It’s the UK’s answer to Timex, even though Britain also has Timex. Affordable, quality watches in a huge and constantly updated range of styles for the man or woman who just wants a watch and doesn’t want to think too much about it. Even at the top of the range it would be tough to pay much more than £100.00 for a Sekonda.

The brand was launched in the UK in 1966. Originally Sekonda was a company which marketed mechanical Soviet-made time pieces in the West, but Sekonda’s Soviet ties ended with the break-up of the USSR. Most Soviet-era Sekonda’s were re-badged Poljot and Raketa models, produced respectively by the First Moscow Watch Factory and the Petrodvorets Watch Factory.

Sekonda Gents Chronograph

With the advent of quartz mechanisms, Sekonda spotted an opportunity to develop an extensive range of affordable fashion watches, with the emphasis on unending variety and designs which followed the trends of higher end watches, but at man in the street prices.

Sekonda gents selection

In 1993, Sekonda switched production to South East Asia, specifically Hong Kong, today most Sekonda’s are still made in Hong Kong.

As more and more low cost fashion brands started to reach Britain’s shores and stores, Sekonda adapted by introducing sub brands which offered a more fashionable alternative to the main Sekonda range.

Sekonda Rose Gold Chronograph

So in 2004 SEKSY was born. The brand is aimed at the 25 to 35 age group. The launch range consisted of just eleven models and with catchy advertising a number of these lines soon became best sellers.

Sekonda One

Sekonda One chronograph

The second year saw the range expand to around thirty models. At this point Sekonda introduced a gents fashion range called ONE. This was launched with nine models.

Sekonda Xpose

Sekonda Xpose

Then, in order to cater to the rugged outdoors type, Sekonda introduced Xpose. No doubt Sekonda will initiate more sub brands as new watch genres and trends hit the streets.

Of course vast quantities of these popular, affordable watches are sold online. The choice on Watch Hut alone runs to several pages, and seeing as the designs are subtly adapted from watches costing considerably more, they certainly don’t look too dusty in the design department. And although 1.6 million Sekonda’s are sold each year, less than 1% are returned. That’s how you become Britain’s best selling watch.

Michael Weare | Website

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

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