Cazalea announces the upcoming launch of TRUME watches, a new independent line from Seiko Epson, marking a significant shift in Seiko's corporate structure. This post highlights Seiko Epson's long-standing expertise in miniaturization and efficient technology, previously channeled into products like the Astron.
Regular readers will know that "Seiko" is made up of a number of related companies which make lots of timekeeping devices (watches, clocks, sports timers, etc.). There is a plant called
Seiko Instruments in Morioka (Northern Japan) that produces high-end mechanical movements and assembles Grand Seikos. Another factory in Western Japan near Nagano called
Seiko Epson makes Spring Drive, high-end quartz, Astron, etc. There's also the Micro Arts Studio which creates all the super-high end minute repeaters, toubillons, etc for Credor and Grand Seiko. Both these plants produce watches which are distributed and retailed by
Seiko Watch company.
For an extensive overview of the corporation
READ THIS POST.
CHANGES ARE COMING!
Some sort of internal upheaval is going on in Japan, because Grand Seiko has extricated its branding out from under its Seiko overlords. We've reported on that before -- the cleaner dials, the empty space, the 152 new models of GS watch ...
But now Seiko Epson, which has quietly (but proudly) produced many products for Seiko Watch, is also going commando - and releasing a line of watches that DO NOT carry the Seiko name.
TRUME
These watches will be known as SEIKO EPSON Trume (True + Me). [plus there are two other watch lines we can ignore for now - digital display and ladies]
When I visited the Seiko Epson plant they were proud to show their expertise in making things smaller and more efficient. Who else in the watch world could squeeze a Satellite receiver inside a watch case, then reduce it in size and power consumption by 50% a year or two later? (newer on the left, below). You probably know they also make printers, digital projectors and many other smaller, more efficient devices.
They made the Astron - conceived, designed, fabricated, programmed, robot-assembled, etc this fantastic "anywhere-in-the-world" watch. And then had to sit back and be content for their baby to be sold by a sister company under its name. I could sense the folks in Seiko Epson were chafing a bit at that situation.
I was told the magic occurs in the left side of this corridor but I have no pictures to show you, because they would have to kill me if I took any (not just erase my camera card).
The new Trume will be a smart watch with the ability to display:
- GPS
- Barometer
- Altimeter
- Compass
- Temperature
- Pedometer
- Calorie meter
- UV Index measurement
Some of the functions will require a small external sensor which clips on your keychain or belt loop, and will communicate with the watch by Bluetooth. All this in a wrist-size package for $2000-2500.
Assembled by robots
and people
More computing power than you can imagine, solar light powered, GPS adjusted to any time zone, etc. etc.
Lots of models to choose from:
TRUME Video: marketing sizzle and flash
Want to know more?
Cazalea
