Seiko watches hold a long tradition of excellence in sports timing. With 6 Olympics and 14 IAAF World Athletic championships to its credit, today Seiko support a wide range of sports from track and field athletics (IAAF) to tennis (Novak Djokovic) and sailing (The 49er Association). These partnerships personify the brand ethos and show the brand in action.

In 1985, the IAAF (International Association of Athletics Federations) invited Seiko to be its timing partner for all its major international athletics championships. Seiko has provided timing systems and personnel to no less than 14 IAAF World Championships, 5 Indoor Championships and many other international class events. At major championships, Seiko's team will comprise over 40 skilled and full time engineers.