Seiko 7A38 - by the numbers

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Seiko7A38
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Posts: 9119

I've purchased a couple of these, as pages cut  from period magazines, on eBay over the years, and seen a few more recently.

Some of them were quite eye-catching, with very clever punchy slogans - many penned by the Ted Bates advertising agency.


Please make allowances for the quality of some of the following images. Some I have right-clicked and saved from elsewhere:

some from eBay; some from other people's scans, so the quality may be variable, and the 'small print' not so easy to read. 


This is the one that started it all (as far as Seiko 7A's were concerned) .... The World's First Analog (sic) Quartz Chronograph.



Punchline: Watch history being made. Very clever, as it's something of a double entendre. The featured watch: a 7A28-7029.


Here's a different 7A28 model laying claim to being The World's First Analogue Quartz Chronograph. Note 'corrected' spelling:



Seiko's ad agency had obviously chosen the dashboard of a (LHD) Porsche 911 to appeal the the prevalent 'Yuppie' culture.


Punchline: Setting the standard for the world, for the future (as also per previous). The featured model is a 7A28-703B (SPR005)

March 13, 2012 at 11:46 AM Flag Quote & Reply

Seiko7A38
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Posts: 9119

Here's another, which I saw for the first time on eBay today - posted by a Canadian seller, which prompted me to start this topic.



Punchline: Chronograph: the watch word for the Eighties - another clever double entendre.

Featured watch is, of course, the very familiar, and nowadays collectible 7A28-7000 / -7009  which wrongly carries the 'Aliens' moniker.


I suspect that nowadays, most collectors would never even dream of getting theirs wet - let alone 'dunking' it. :roll:

With the number of these that still turn up today as 'NOS', the advert doesn't seem to have done Seiko any favours sales-wise.

Perhaps it was the (then fairly recent) memory of those hilarious Leonard Rossiter / Joan Collins Cinzano TV adverts which sunk it.

Remember them ? http://www.youtube.com/watch?v=PirMZGL-0mQ Well, they were my first thought when I saw it - on eBay today. :lol:

March 13, 2012 at 12:34 PM Flag Quote & Reply

Seiko7A38
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Posts: 9119

Unlike the first three adverts above, featuring (only) a 7A28, I've never personally seen a Seiko advert featuring (just) a 7A38. :(

I'm sure there must have been one. Hopefully it will re-appear eventually, and someone will add it to this thread in due course.

In the meantime, here's a couple which include 7A38's:


This first one is from Seiko's Sport Tech campaign, which began in 1984. I'm pretty sure I remember seeing this in 'Motor Sport':



Detail of the gold-tone 7A38-7000 SAA008J from the left-hand sidebar:



Here's a 1984 Italian Seiko Sport Tech advert on the same 'Rallying' theme; the Audi Quattro replaced by a Fiat 131 Abarth Rallye.

Top of right-hand sidebar is a 7A38-7020 SAA009J. Unfortunately, this small eBay image is all I saved, as didn't think it worth buying.



Here's another Italian Sport Tech advert, again showing the same 7A38-7020 (bottom left) a little more clearly.

This one came up on eBay (Italy) in May 2010, and again I declined to buy it - so just the seller's listing image:



The 37.83 is a reference to the USA Olympics team members' record-setting time in the 1984 Los Angeles games Mens 4x100 relay.

Weirdly, if you measure a 7A38-702x (across the flats of the watch case) the dimension in millimeters. Another useless anorak fact.


Here's a later Sport Tech advert from 1985 which I did deem worthy of purchase, although it actually features a H558 Fieldmaster:



Although not technically the punchline of this advert, it includes that very clever slogan: Man invented time; Seiko perfects it ....


Here's a scan of the two 7A38's from the bottom of the page: 7A38-702A SAA012J (or possibly -702H) and 7A38-6010 SAA040J.



Here's a 7A38-702A  included in a French Sport Tech advert, which I saw on eBay recently - offered by the same Canadian seller:



Which literally translates as:

After bringing you the (world's) first analogue quartz chronometer (sic), Seiko now offers you the opportunity to choose. 8)

The choices on offer in that advert being 7A38-702A (again), 7A28-6000 (SPR039J) 'Bishop' and the titanium 7A28-7080 (SPR023J).


March 13, 2012 at 1:58 PM Flag Quote & Reply

Seiko7A38
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Posts: 9119

Why either of the first two, other than by virtue of having SPORTS 100 logos on their dials should be considered sporty, escapes me.

Please excuse the slightly ramble, in that the next two images are not magazine adverts, per se, but follow a similar format.

Indeed, they follow on nicely from the previous post. ;) This is a scan of two pages from Seiko's April 1984 UK Sport Tech brochure:




The watches are once again the familiar 7A38-702A (SAA012J) and 7A28-6000 (SPR039J). Note also the small movement ilustration.

In case anybody was interested, the car in the blurred image at top of the pages is a 1982 WM Peugeot P82 Le Mans prototype. ;)


A scan of two more pages from the same brochure. I don't do Football, so would somebody else like to have a guess at the match ? :D




Note the caption next to the illustration of the 7A38-7020 SAA009J: 'Official watch for the 1984 European Championship'. Which along with the number of times the gold-faced two tone equivalent and its more reserved all-stainless sibling were promoted, goes some way to explaining their apparent popularity (read commonly found on eBay nowadays) - the latter was also sold as the virtually identical 7A38-7029 SAA013J in the United States. It's concievable, from their layout, that those pages were also used as magazine adverts.


For 1986, Seiko were appointed the Official Timer to the FIFA World Cup in Mexico. At the time of writing, I have not seen any similar adverts promoting their involvement, but I'm sure they must exist. One thing is certain, that two years on, Seiko were still pushing the gold-faced two-tone 7A38-702A, and it's 7A38-702H US equivalent model. I don't know if they were issued to all players and officials, but a couple of them have turned up on eBay (both with pretty diabolical photos, unfortunately). This was the first from July 2009:


Seiko Chronograph Sports 100 Watch 1986 Mexico W/Cup



Seiko Quartz Chronograph Sports 100 Watch made for the 1986 Mexico football world cup comes with presentation box and instruction manual (Seiko No 5072910)


From the blurry photo of the case-back, it appeared to be engraved with simply 'Mexico '86'. I messaged the eBay seller at the time, and he did tell me the name of the official whom it had been presented to, but our conversation has long since disappeared into the ether. What I do remember was that the seller was asking £350 for it, based on its footballing provenance. Needless to say, I passed.


It would also appear that the silver-grey faced two tone 7A38-7020 (SAA010J) got in the act too.

Here' s an extract from an eMail I received from Paolo Daneu (owner of TempusVivendi.br) last year:

 

Hi Paul,

I found a watch that could interest you. It is a 7A38 used in FIFA World Cup 1986 in the Mexico.

Here is Brazil the Seiko did a promotion of 10 watches like the same used by the referees.

The guy that is selling was one of the winners, he is Jefferson Claro Tomanini that I don’t know.

In first photo of advertisement the news paper says that the 11 Argentines winner the cup and 10 Brazilians winner the watches used by referees. In second photo is the name of the guy that is selling. Here is the advertisement:

http://produto.mercadolivre.com.br/MLB-209640510-relogio-seiko-especial-da-copa-do-mundo-de-1986-r-39900-_JM

The price is R$ 399 about £142 GBP without shipping and insurance. If you will have interest let me know.

Enough of the off-topic rambling, methinks. But here's a last one for football fans amongst the readers.


Not strictly a magazine advert, but one of those tear-out cards which you find interleaved with magazine pages:



Seiko were again appointed the Official Timer for UEFA's Euro 88 which was held in West Germany.

The watch in the advert, which seems only to occur in Germany is a two-tone 7A38-6080 SAA088J.

Was this, like the James Bond 'A View to a Kill' 7A28-7020 SPR007 just another 'coincidence' ? 

March 13, 2012 at 3:38 PM Flag Quote & Reply

Seiko7A38
Site Owner
Posts: 9119

Coming back to those two 1984 Seiko adverts with the trio(s) of 7A's which I previously also posted in another thread in this section ....


I suspect this 1984 Seiko advert was a 'tongue in cheek' dig at Omega, and their NASA-certified Speedy - 'First Watch on the Moon'.


 

The featured watches are a 7A38-7020/-7029; 7A48-7000/-7009 and a 7A28-7029 - 'The World's First Analog Quartz Chronograph'.

Here's a slightly different version of the same advert, from later in 1984, instead with the two-tone 7A38-702A/-702H on the left side.

 


The second part of the punchline 'Now we give you the moon' - another clever double entendre meaning something unattainable.

Plus as I wrote previously - possibly also a tongue-in-cheek dig at the far more expensive Omega Speedmaster 'Moon watch'. 


So, in these 1984 adverts, we have not only (the original) 'World's First Quartz Analog (sic) Chronograph', the 7A28-7029, but the newly introduced moon phase version, the 7A48-7000/-7009, both of which would go on to become big sellers, particularly in the USA. The 7A38-702x models would also soon begin to look familiar to the buying public through Seiko's subsequent Sport Tech campaigns.


But what of the 7A48 you may ask ? Were there follow-up advertising campaigns ? I can't honestly say that I've taken much notice, nor done a great deal of research into them, as I'm not a particularly big fan of moon phase. I was about to write that I hadn't ever seen any adverts featuring (just) a 7A48, but then I remembered seeing one recently - on eBay, again from that same Canadian seller.



It features a 7A48-7040 SPV014J - of which, incidentally, there' s a NOS example on eBay: http://www.ebay.co.uk/itm/220962223867

Edited November 16th - above possibly needs correcting to:

It features a 7A48-7030 SPV016J - of which, incidentally, there' s a NOS example on eBay: http://www.ebay.co.uk/itm/140879854826


The slogan, a French copy-writer's variation on 'Seiko gives you the moon', actually translates (literally) slightly differently, as ....

For you, Seiko takes down the moon. The Double Entendre ? Another somewhat ruder 'tongue-in cheek' interpretation could be 

March 13, 2012 at 3:38 PM Flag Quote & Reply

Seiko7A38
Site Owner
Posts: 9119

That's it for me - for now. If anyone else can find any more 1980's Seiko 7A magazine adverts, please post 'em up. ;)


Don't get me started on TV adverts. This one, featuring a 7A38-7120, is my favourite: http://www.youtube.com/watch?v=JGiphyRTJ-A

--
Some watches are made to last only as long as they are fashionable. 
Some watches simply aren't made to last.
Seiko watches are designed to withstand the ravages of both time and fashion. Some day, perhaps, all watches will be made this way.
March 14, 2012 at 12:32 PM Flag Quote & Reply

Arpie
Member
Posts: 202

Hmmm, I have downloaded this from somewhere...I don`t remember. It`s about the 7A28-6000 and the famous H558-5000 aka Arnie :)

 

 

During my summer holiday in Hungary I have digged out an old magazine from the 80`s era. I can`t remember the exact issue date, I forgot to check it. I believe it is an Austrian magazine and the prices were in austrian schilling accordingly. Please welcome the 7A38-7190 stainless steel version :)

 

August 16, 2012 at 9:29 AM Flag Quote & Reply

Seiko7A38
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Posts: 9119

I've seen that French language advert with the 'Bishop' and 'Arnie' a couple of times before - on eBay, offered by a Canadian seller.


Here's a 7A38-702A included in a French Sport Tech advert, which I saw on eBay recently - offered by the same Canadian seller:


I didn't bother mentioning previously, because it was similar to the 'Sport Tech' advert, which included only 7A28's and 7A38's. ;)


But well done on finding that catalogue page including the stainless 7A38-7190, Arpad - I've certainly never seen that before ! 

August 16, 2012 at 9:37 AM Flag Quote & Reply

Seiko7A38
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Posts: 9119

Here's another French Seiko advert from 1983, which I found on a random google search:

http://hprints.com/Seiko_Quartz_1983_Chronograph-22347.html




The two 7A28's featured are the 7A28-7040 SPR013J and two-tone 7A28-7020 SPR010J.

September 9, 2012 at 3:40 PM Flag Quote & Reply

jair1970
Member
Posts: 169

1983 Sears catalogue (not mine)

Most interesting is the prices as that 7A28 would possibly be the cheapest of the bunch now rather than most expensive!

In fact all of the others look very good value here in 2012.

September 9, 2012 at 6:12 PM Flag Quote & Reply

Seiko7A38
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Posts: 9119

Here's another Italian Sport Tech advert, again showing the same 7A38-7020 (bottom left) a little more clearly.

This one came up on eBay (Italy) in May 2010, and again I declined to buy it - so just the seller's listing image:




Indeed, I've seen that same 1984 Sport Tech advert (re)listed a few times on eBay Italy since then - and still declined to buy one. 


But today I came across a slightly different variation: http://www.ebay.co.uk/itm/230971189770

Pubblicità advertising 1984 SEIKO SPORT TECH OROLOGI



The leftmost illustration of the 7A38 isn't the clearest, but I reckon it's a poor representaion of 7A38-7010.

But what's that in the middle ? Could it be one of James' beloved A718-xxxx 'Cleese's of Clockwise fame ? :lol: 

 

April 28, 2013 at 6:31 AM Flag Quote & Reply

jair1970
Member
Posts: 169

Think you're right, Paul!

Proper scarce, them ones too... :)

April 28, 2013 at 8:49 PM Flag Quote & Reply

Seiko7A38
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Posts: 9119

Spotted this magazine advert listed on eBay last week, again in Italy - another variation on the previous 'SPORT TECH' adverts:


http://www.ebay.co.uk/itm/400548243250



Although the (black and white) images in the seller's photo are fairly small, I'd suspect the 7A38 on the left is a 7A38-704A ....



As featured in this period Seiko 'SPORT TECH' TV advert: http://www.youtube.com/watch?v=HBi5UVTYTbY


August 12, 2013 at 3:44 AM Flag Quote & Reply

Seiko7A38
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Posts: 9119

According to this post on SCWF, earlier today, there was a 'SPORT TECH' advert featuring the famous Swedish actor Johannes Brost:




Can't say I've ever heard of him, personally, but I recognise the model featured as a 7A38-702A (or H).


September 2, 2013 at 1:57 PM Flag Quote & Reply

Seiko7A38
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Posts: 9119

Here's a 7A38-702A included in a French Sport Tech advert, which I saw on eBay recently - offered by the same Canadian seller.


Here's the English language version of the same 1984 'Sport Tech' advert currently offered by a German eBay seller:


http://www.ebay.co.uk/itm/301106164683

SEIKO SPORT TECH 1984 May Advert Werbung Pubblicità Time



February 25, 2014 at 7:58 PM Flag Quote & Reply

donwatch
Member
Posts: 511

I saw this one ad, hey I have those Seiko's :P



February 25, 2014 at 8:22 PM Flag Quote & Reply

Rob Benham
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Posts: 221

That brings back such clear memories.  I so liked the SGP one, but finally chose the stainless.  I'm glad I did, because it really did have to take some knocks.  Has anyone ever worked out how many times that time rotor has turned since 1985?  :/

February 26, 2014 at 12:21 AM Flag Quote & Reply

Post Moved
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Posts: 37

Originally posted by Andre (nova) on March 10, 2014 at 10:14 PM, as a new thread entitled: Sport Tech advert on ebay.


If anybody is interested: http://www.ebay.de/itm/SEIKO-SPORT-TECH-1984-May-Advert-Werbung-Pubblicita-Time-/301115931215 thought this head up here would be the right place.

March 10, 2014 at 7:03 PM Flag Quote & Reply

Seiko7A38
Site Owner
Posts: 9119

Another couple of variations on the Seiko Sport Tech advert, which I hadn't seen before, came up in my eBay saved favourite search notifications this morning. One has a stainless 7A38-7000 in the right-hand side-bar; the other a 7A28-6000 'Bishop'.




However, the US eBay seller is asking a ridiculous $14.99 each for them - so my interest ends right there ! 

For the record, the listings are: http://www.ebay.com/itm/221481194181 and http://www.ebay.com/itm/400735112517


July 2, 2014 at 6:30 AM Flag Quote & Reply

Seiko7A38
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Posts: 9119

Seiko7A38 at September 9, 2012 at 3:40 PM

Here's another French Seiko advert from 1983, which I found on a random google search:

http://hprints.com/Seiko_Quartz_1983_Chronograph-22347.html




The two 7A28's featured are the 7A28-7040 SPR013J and two-tone 7A28-7020 SPR010J.


Here's that same 1983 'GAGNER AVEC SEIKO' advert featuring two popular 7A28 models listed by a French eBay seller:




Hint - if anybody fancies printing it off (as Don did), the seller's original uploaded image measures 1240 x 1600 pixels. ;)

July 31, 2014 at 8:59 AM Flag Quote & Reply

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