Seiko Avenue

In line with the traditional style that was popular in the 1980s,a genre of watches called "traditional watches" became popular.

The most popular case size was the middle size, suitable for both men and women. Retro-inspired "oxidized gold" and "oxidized silver" exterior finishes were also very popular. The dials, featuring user-friendly designs with 60 markers and classic numerals around the circumference, embodied the timeless appeal of Seiko watches. Variations such as small second-hand dials and moon phases added an authentic feel to these timepieces. The Avenue, launched in 1985 and targeted at young people, included high-priced models like the Chario and Société.

The series was a big hit, thanks in part to TV commercials featuring popular artists. Quartz Seiko watches, known for their precision, further enhanced the appeal of vintage Seiko collections.