First established in 1966, Sekonda is a British brand that offered a collection of mechanical watches. With extensive marketing support and superb customer service, Sekonda quickly became a houseold name. The introduction of the quartz movement saw manufacture moved to Hong Kong, after previously being manufactured in Russia, which enabled Sekonda to introduce more fashionable styles. This combination and continued marketing support led to Sekonda becoming the best selling watch brand in units in the UK in 1988, a position that was held for 31 consecutive years.

Stringent quality control is a feature of all Sekonda watches under all its associated brand names. Quality is never sacrificed due to commercial pressure and these standards have ensured that out of 1.6 million watches sold, less than 1% are returned.

The period since 1998 has been one of rapid change with the introduction to the worldwide market of numerous fashion brands.  Whilst competition is good for every brand, these new introductions started to take market share without substantially growing the total market for watches. Sekonda still remained the number one selling brand but action had to be taken.