ITP WATCHPRO HOT 100

When you work for a giant global corporation, you have to be on top of your game, and Kirsten Crisford is just that. The past year has been another busy one for the marketing manager of Seiko with the launch of new websites for Pulsar and Seiko, a packed BaselWorld schedule and the execution of a very successful ad campaign.

“This year’s campaign translated into 23% growth on last year’s sales leading up to Christmas and a doubling of the October results year-on-year,” reveals Kirsten, who this year took part in the 26.2-mile Moonwalk London with colleagues to raise £3,500 for charity. “I was particularly proud of the Astron campaign; as a new collection with an above average price point it could have been a hard sell.  This has not been the case thanks not only to the great looking, technically advanced product it is but also to the robust multi-platform campaign we put together.”

As a result, sales of the Astron line have doubled in the past year, and Kirsten says that other Seiko brands, including Kenneth Cole and Ted Baker, have been moving up the ranks in the UK, while Seiko, Pulsar and Lorus enjoy a strong foothold in the market.

And as for Grand Seiko, Kirsten’s team are working hard to educate the market about this premium line. “Grand Seiko sales and awareness is growing year on year,” she says. “This is thanks to distribution through retailers who appreciate and can explain the brand, as well as some fantastic articles from watch aficionados who understand the value and beauty in Grand Seiko.”

Kirsten says she expects Seiko UK to deliver further growth in the near future, and for this mother of one there is about to be some new personal growth as she steps away from her permanent role at the company. “Right now I am contracting for Seiko, but I am looking forward to working with other exciting, growing brands in the future.”