SEIKO LUKIA Web Video Also take note of the fashion from 1995

Seiko Watch released the web video "More of What You Love. 1995 to 2020" for its women's watch brand "Seiko LUKIA," which celebrates its 25th anniversary this year, on a special website on February 6.
A new TV commercial will begin airing on March 1.

Actress Haruka Ayase, the brand's image character, stars in the video. Set in the company's office in 1995, the year LUKIA was born, Ayase plays the team leader of the brand development team, depicting her struggles and efforts to build the brand.
The soundtrack features the new song "24-25" by iri, who enjoys overwhelming support, particularly among the millennial generation.

1995 marked about a decade since the Equal Employment Opportunity Act came into effect, an era when many women entered the workforce. However, women's watches at the time often featured delicate designs lacking practicality. This prompted the company to create something that "wouldn't compromise on either practicality or design" – and thus RUKIA was born.

The company employee portrayed by Ayase in the video is modeled after a real female employee who, with strong willpower, led her colleagues and juniors, fearlessly engaged with her superiors, and was involved in developing the new brand.
Highlights include the story development, reflecting the internal atmosphere during development based on interviews with the brand managers of the time, and the characters' fashion, featuring large accessories, scarves, shoulder-padded jackets, and pantsuits.
Also worth noting is the office set, filled with large computers, office automation equipment, and word processors that feel like a different era.