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DIVE Q&A: Kirsten Crisford at Seiko

Seiko UK marketing manager Kirsten Crisford talks to WatchPro about the key considerations when it comes to creating a watch fit for divers.

WatchPro: How have divers’ watches evolved through their history and how do you think we will see them continue to develop?

Kirsten Crisford: Divers’ watches are developed from purely practical instruments to something that can be worn in and out of the water. The chunky looks that epitomised divers’ watches have become appealing to those that don’t dive but like good watches. There is far more choice in the colours and materials too, now with bright and varied colours available not just standard black.

WP: What are the fundamental functions that separate a diver’s watch from a standard or outdoorsy model and what are diver’s priorities in a watch?

KC: This is probably best answered by a diver, as I am sure that they have slightly differing priorities. Obviously the depth the watch will go to is important from a purely functional sense. We feel that legibility is key, when enjoying a dive you want to be able to look at the watch and quickly see and accurate view of the time you have been on of your dive. Sometimes in deep waters it is dark and the markers need to be easily made out.

WP: When designing divers’ watches how do you make them commercial and combine a diver’s requirements and elements that will appeal to the general consumer?

KC: We treat the practical requirements of a diver’s watch with equal weight as the aesthetic requirements of any watch. We think about the watch being worn in and out of the sea and what that consumer would want.

WP: When a retailer is thinking about stocking brands with a strong diver’s watch offering what do they tend to be looking for in the watches and why?

KC: Again something that a retailer would be better placed to answer. For Seiko, we have a varied range so combine our divers’ watches with a range of sports chronographs and classic watches, along with a strong ladies range. Giving a clear brand styling with a varied collection is key.

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