Seiko Launches “Seiko Time & Jazz” to Help People Discover Jazz — Website offers a beginner’s guide and shares concert information —

Jazz is often described as “free and cool” or as music that accompanies calm, relaxing moments. However, it can be difficult to know where to begin with jazz or how to enjoy it if you have no prior knowledge or experience.
In a recent survey conducted by Seiko among more than 300 members of the general public, approximately 57% of respondents said they “hardly ever listen to jazz” or “have never listened to jazz” (Figure 1). Meanwhile, 49.8% said they would like to see a “how-to-listen guide” (Figure 2), indicating that fully half of a sample of the general urban populace would be interested in exploring jazz if there were a clear starting point.
Many people said they encounter jazz as background music in everyday settings, such as “stores/cafés/bars” (33.3%) and on “TV/radio” (33.0%), but only 8.9% said they have experienced live music at clubs or concerts. This suggests that, although jazz is often in the background of daily life, people seldom engage deeply with the music first-hand (Figure 3).

Seiko regards music as “the art of time” and has supported the sustainable development of music culture, including jazz, through a range of programs.

To mark the 10th anniversary of the Seiko Summer Jazz Camp, Seiko Time & Jazz aims to offer a starting point where sounds encountered in everyday life can lead to more enjoyable experiences. Building on Seiko’s past efforts, the initiative will share live performance information and reports, introduce notable players and songs, and present multiple ways to enjoy jazz. By creating an environment where anyone can approach jazz at their own pace, Seiko will broaden opportunities that lead to positive experiences with the music.
The Website is the heart of this initiative. When visitors click on a button, an original tune called Seiko Time will welcome them into the world of jazz. The Website will add a variety of content, including “Your First Jazz,” a listening guide designed to help first-time and returning listeners to enjoy jazz more easily.
“Your First Jazz” provides a range of entry points: recommendations by mood and scene, suggestions for “your first tune,” and tips for enjoying live performances. Together with performance information, it supports the journey from an online discovery to an in-venue experience—encouraging people to make time to encounter jazz directly.

Seiko Summer Jazz Camp is a five-day program taught by world-class jazz musicians. Participants learn performance techniques and theory, as well as how to enjoy jazz and engage with music more deeply. Launched in 2016, the program marks its 10th anniversary in 2026. There have been approximately 320 participants to date, and about 80 alumni are now active as professionals—including graduates performing in the United States, the birthplace of jazz.

To provide opportunities to experience the distinctive appeal of jazz through live performances, Seiko Time & Jazz is planning a range of performances and programs in Japan and abroad. The program begins in July with performances in the United States (Michigan and New York), followed by the Seiko Summer Jazz Camp All Stars— special live shows by the camp’s instructors—to be held at major venues across Japan. On July 30, a performance in New York will feature instructors as well as alumni active internationally, presenting contemporary jazz sounds that were nurtured at the camp. A video of the New York performance is scheduled to be released at a later date.
The 2026 Summer Jazz Camp program will take place from Monday, August 10 to Friday, August 14. Immediately afterwards, on Sunday, August 16, a special 10th anniversary concert will be held at a hall in Yurakucho, Tokyo. This milestone event will bring together instructors and alumni in a unique performance.

• July 27 (Mon), 2026 — Michigan, USA: Blue Llama (Ann Arbor)
• July 29 (Wed), 2026 — Michigan, USA: Urban Beat (Lansing)
• July 30 (Thu), 2026 — New York, USA: Jazz at Lincoln Center “Dizzy’s Club”
• August 2 (Sun), 2026 — Sunagawa, Hokkaido: Sunagawa City Community Exchange Center “Yuu,” Main Hall
• August 6 (Thu), 2026 — Osaka: Billboard LIVE OSAKA
• August 7 (Fri), 2026 — Yokohama: Billboard LIVE YOKOHAMA
•August 9 (Sun), 2026 — Tokyo: BLUE NOTE TOKYO

•August 10 (Mon)–14 (Fri), 2026 — Seiko Summer Jazz Camp

• August 16 (Sun), 2026 — Tokyo: I’M A SHOW hall, Yurakucho
　Note: Details of the Japan performances (performers, start time, ticket information, etc.) are now available on the Website. Details of overseas performances will be posted on the site as they are confirmed.