Behind the Scenes of Seiko’s New Commercial “A TRUE MOMENT”

Seiko’s new commercial is called “A TRUE MOMENT,” which refers to the split second when a new athletic record is set. The filming took place over two days at a stadium in the suburbs of Tokyo. Early on the morning of the first day, members of the Seiko Timing Team — who are responsible for timekeeping at major athletic events — installed an assortment of timekeeping and measuring devices around the running track, the long jump sandpit, the high jump mat, and the throwing field. These were not sample devices, but actual timing equipment that Seiko uses at international competitions.

Inamura：
“What matters most to us is that the numbers shown on Seiko’s timekeeping and measurement devices are always accurate. That responsibility is our top priority, which you will see on display as Seiko prepares for the world’s top track and field competition, the World Athletics Championships Tokyo 2025. But our role goes beyond providing precise timekeeping. The moment when a record is captured is emotionally moving. It may become a vivid memory for spectators or it may become a legend, it may even shape an era in sport. We see timekeeping and measurement devices as tools for sharing that emotional impact of sports. The concept of A TRUE MOMENT expresses this story — how the equipment we’ve prepared so thoroughly captures the essence of each moment, and helps create other moments of inspiration and historical significance.”

Inamura：
“We spend a long time preparing our equipment before a competition. To spectators, it may all appear mechanical or lifeless, but we breathe life into those devices. And when the competition begins, they’re working just as hard as the athletes, but without the glory. We hope viewers will appreciate how we’ve shown the essential role that these devices play in track and field, swimming, and lots of other events.”