Seiko Appointed Official Timer for Tokyo 2025 World Athletics Championships — Experiential Attractions, Including Special Exhibitions and Collaboration Cafés, to Be Held in Ginza and Meiji Jingu Gaien Areas During the Championships —

The Video Track Tracking System (VTT) utilizes 12 cameras installed around the stadium to track each athlete’s movements during sprint events using AI. This system enables real-time measurement and display of performance data such as lap times and speed. The data is shared with spectators through television broadcasts and large screens in the stadium, allowing for a deeper appreciation of the intensity and strategy behind each race. VTT supports sprint events ranging from the 100m to the 400m hurdles, delivering an even more immersive and engaging experience for everyone involved.

For the Tokyo 2025 World Athletics Championships, Seiko has created a special edition Final Lap Bell—an idea being introduced for the first time at a World Athletics event. This bell will be rung by officials during middle- and long-distance races of 800 meters or more to signal the start of the final lap, marking the decisive moment of the competition.

The bell itself has been meticulously cast in bronze by Roji Seisakusho, Japan’s leading foundry, located in Takaoka City, Toyama Prefecture, which is renowned for crafting traditional temple bells. It features a dignified appearance and a clear, resonant tone. The cord used to ring the bell is made by Ryukobo, a Tokyo-based workshop with over a century of history, known for preserving the tradition of Edo-style braided cords. The design incorporates the Championship’s signature Edo purple, interwoven with gold and silver threads, adding a touch of elegance to the tension of the moment.

This Final Lap Bell, a fusion of Japanese craftsmanship and aesthetic sensibility, will be used in the stadium during the Championships and also showcased in a special exhibition on the 6th floor of Seiko House. It embodies the spirit of Japanese monozukuri (craftsmanship), bringing a unique brilliance to the excitement of the competition.

Seiko has launched a new commercial video titled “A TRUE MOMENT,” highlighting the role of timing and measurement technologies that support athletes in their pursuit of excellence. The video has been broadcast since March of this year. During the Tokyo 2025 Championships, Seiko will host a variety of events designed to let visitors experience the essence of “A TRUE MOMENT” firsthand.

＜Special Exhibition: “HARMONY OF THE MOMENTS” (Seiko House Hall)＞

To celebrate the Tokyo 2025 World Athletics Championships, Seiko will host a special exhibition titled “HARMONY OF THE MOMENTS” at Seiko House Hall, located on the 6th floor of Seiko House in Ginza. Held in collaboration with The Asahi Shimbun, and the Tokyo 2025 World Athletics Foundation, the exhibition will showcase Seiko’s legacy in athletics through a variety of immersive experiences.

Highlights include:
• 12 MOMENTS: A collection of 12 exhibits and soundscapes inspired by Seiko’s history in athletics, themed around the concept of time.
• BEYOND MOMENTS: An immersive experience that explores the inner world of athletes.
• REALTIME RECORDS: A dynamic display that updates in real time as new records are set during the championships.
• PHOTO SPACE: A photo area where visitors can take pictures with Seiko’s official timing equipment.

An original video introducing the history of the World Athletics Championships will also be screened. Seiko wants to share the beauty of athletics and the precision of timing with the world.

Event Title: HARMONY OF THE MOMENTS
Dates: Friday, September 12 – Sunday, September 21
Hours: 11:00 AM – 7:00 PM (10 days)
Venue: Seiko House Hall, 6F Seiko House, 4-5-11 Ginza, Chuo-ku, Tokyo
Partners: The Asahi Shimbun, Tokyo 2025 World Athletics Foundation
Admission: Free

＜Clock Tower Illuminated in Edo Purple, the Official Color of the Games＞

To commemorate the event, the Seiko House clock tower will be illuminated at night in Edo purple, the official theme color of the Games. In addition, a special flag featuring the event logo will be displayed.

Dates: Monday, September 8 – Sunday, September 21 (14 days)
Hours: 6:00 PM – 10:00 PM
Venue: Seiko House　4-5-11 Ginza, Chuo-ku, Tokyo

＜Original Artwork from the “Tokyo World Athletics Art Project” Featured in Seiko House’s Display Window＞

As part of the Tokyo World Athletics Art Project, large-scale mural artworks featuring athletes expected to shine at the Tokyo 2025 World Athletics Championships will appear across various locations in Tokyo. In support of this project, Seiko will present a special collaborative display in the first floor display window of Seiko House, in partnership with the art company OVER ALLs.

The featured artwork will depict Haruka Kitaguchi, a member of Japan’s national women’s javelin team, capturing her dynamic energy as she strives to set new records. Through this artistic expression, the passion and intensity of the sport will be brought to life on the streets of Ginza, where sports and art intersect to inspire passersby.

Exhibition Dates: Monday, September 8 – Sunday, September 21 (14 days)
Location: Seiko House, 4-5-11 Ginza, Chuo-ku, Tokyo

Seiko will host a special collaboration café near the National Stadium in partnership with Royal Garden Cafe Aoyama, offering a space where visitors can experience the concept of “A TRUE MOMENT.” At the entrance, a photo spot will be set up to capture the excitement of the championships, while the interior will be decorated to reflect Seiko’s unique worldview. Exclusive original menu items, available only at this café, will allow guests to enjoy “true moments” through all five senses.

Come and enjoy a special time where the thrills of the stadium extend into the city, and the emotion of sport blends into everyday life.

Event Name: Seiko Collaboration Café – Seiko “0.001” Cafe
Dates: Thursday, September 11 – Sunday, September 21
(Opening at 5:00 PM on September 11; 11 days total)
Venue: Royal Garden Cafe Aoyama (2-1-19 Kita-Aoyama, Minato-ku, Tokyo)

During the Tokyo 2025 World Athletics Championships, Seiko will present a special TV commercial display near the E Gate (Gaien Gate) of the National Stadium. Located close to the Medal Plaza, where medal ceremonies are held, the booth will offer an engaging space where visitors can experience Seiko’s timing technology firsthand.

A mini-game corner featuring actual sports timers used in marathon events will allow guests to enjoy interactive experiences while learning about Seiko’s precision timing. The booth will also showcase limited-edition watches and clocks created specifically for the Championships, with a retail area where visitors can purchase these commemorative items on-site.

We invite you to enjoy a memorable moment and discover the beauty of time, just steps away from the excitement of the Medal Plaza.

Exhibition Period: Saturday, September 13 – Sunday, September 21 (9 days)
Operating Hours:
Weekends & Holidays: Sales 11:00–19:00 / Mini-Games 11:00–20:00
Weekdays: Sales 15:00–19:00 / Mini-Games 15:00–20:00
Location: Exterior area of the National Stadium, near Medal Plaza
Products Available:
Clocks: Sports Timer Clock 4 Ref
Watches: Prospex, Astron, Seiko 5 Sports

Seiko will host a special athletics workshop for children at the National Stadium, the venue of the Tokyo 2025 World Athletics Championships. The event will feature Chisato Fukushima, Japan’s national record holder in the women’s 100m and Seiko Smile Ambassador, as the lead instructor.

Participants will have the rare opportunity to experience the latest timing and measurement equipment used in the Championships and receive direct coaching from a top athlete. This hands-on experience will allow children to feel the atmosphere inside a real sports stadium and discover the joy of running and the thrill of taking on new challenges.

Through this initiative, Seiko is committed to passing on the inspiration of sports to the next generation—delivering “true moments” to the athletes of tomorrow.

Program Title: Tokiiku® Seiko Sports Academy at Tokyo 2025 World Athletics Championships
Date & Time: Saturday, September 20, 1:30 PM – 4:15 PM
Venue:
If clear weather: National Stadium Main Track
In case of rain: National Stadium Indoor Track (tentative)
Instructor: Chisato Fukushima
Eligibility: Students from Grade 5 of elementary school to Grade 3 of junior high school
who belong to track and field clubs or teams
Application: Please check the application guidelines and apply via the link below.
Application deadline: Monday, September 1, 10:00 AM

＜Instructor Profile＞

Represented Japan at the Beijing, London, and Rio de Janeiro Olympic Games. Holds the national record in the women’s 100m. Achieved seven consecutive victories in the 100m at the Japan Championships from 2010 to 2016, and in 2011 became the first Japanese woman to advance to the semifinals at the World Athletics Championships. Retired from professional competition in January 2022. Following her retirement, she was appointed as a Seiko Smile Ambassador (Sports Division), and continues to contribute to youth development through initiatives such as the Toki-iku® Seiko Waku-Waku Sports Classroom.

Since its debut as the official timekeeper at the Tokyo 1964 Olympic Games, Seiko has continuously advanced its timing and measurement technologies in sports. In 1985, Seiko entered into a sponsorship agreement with the IAAF (now World Athletics), and has served as the Official Timer for 19 consecutive World Athletics Championships since the second edition in Rome in 1987. Seiko has also provided timing and measurement services for over 200 World Athletics-sanctioned international competitions, earning trust for its precision and reliability.

Track and field is a sport where every moment is filled with drama—from the silence before the start, to the surge toward the finish line, and the emotions that accompany record-breaking performances. Seiko captures these moments with precision down to one-thousandth of a second, visualizing the excitement of sport and enhancing its appeal and immediacy.

In recent years, Seiko has focused on developing technologies that visualize competition data in real time, enriching the spectator experience and bringing the thrill of athletics closer to audiences around the world.

Event Name: Tokyo 2025 World Athletics Championships
Dates: Saturday, September 13 – Sunday, September 21, 2025 (9 days)
Organizing Body: Tokyo 2025 World Athletics Foundation
Disciplines: 49 events (24 men's events, 24 women's events, 1 mixed event)
Venue: National Stadium (Marathon and race walking events will be held across various
locations in Tokyo)
Participants: Approximately 2,000 athletes from around 210 countries and regions
Broadcast: Nationwide coverage in Japan by TBS