Sekonda Watches: Complete Brand History and Current Range Guide

The Sekonda Story: From Russia to the UK High Street

Few watch brands have a backstory quite like Sekonda's. The name itself is a transliteration of the Russian word for "second," and the brand's origins lie firmly behind the Iron Curtain. In the 1960s, Sekonda watches were produced in the Soviet Union, specifically at the First Moscow Watch Factory, one of the largest watch manufacturing operations in the world at the time. These timepieces were exported to the United Kingdom and sold at prices that undercut almost everything else on the market.

The man responsible for bringing them over was a British entrepreneur named Sidney Lerner. He recognised that British consumers wanted affordable, reliable watches, and Soviet-made movements gave him exactly the cost structure to deliver that. By the late 1960s and through the 1970s, Sekonda became a genuine household name in the UK. You would find them in jewellers, department stores, and gift shops up and down the country.

Quality was, frankly, variable in those early decades. The mechanical movements were sturdy enough, but finishing and accuracy could be inconsistent. That said, for the price point, there was very little competition. Sekonda cornered a market that other brands were ignoring entirely.

The Transition to Quartz and Modern Production

The quartz revolution of the 1970s and 1980s changed everything for the watch industry, and Sekonda was no exception. As Japanese quartz movements became the global standard for affordable timekeeping, Sekonda shifted its sourcing away from Soviet mechanical movements and towards reliable quartz calibres. This was a smart move. Quartz movements are more accurate, require less maintenance, and suit the gift-watch market perfectly.

By the 1990s, Sekonda had fully repositioned itself as a British brand. The company is based in Middlesex, and while movements and cases are sourced internationally, the brand identity, design direction, and marketing are entirely UK-focused. That positioning has served them well. Sekonda consistently ranks among the top-selling watch brands in the UK by volume, which is a remarkable achievement for a brand operating almost entirely below the £120 mark.

Today, Sekonda offers well over 300 individual watches across more than 50 named collections. The range covers everything from simple three-hand dress watches to moonphase complications, GPS smartwatches, and stone-set fashion pieces. There is genuinely something for everyone, and the prices remain some of the most accessible in the market.

Understanding the Sekonda Range

Sekonda organises its products into distinct named collections, each with a clear style identity. Some are aimed specifically at men, others at women, and several span both. Below we break down the key categories and highlight the standout collections within each.

Classic and Dress Watches

The core of the Sekonda range has always been the classic, understated timepiece. Clean dials, metal bracelets or leather straps, and simple three-hand quartz movements. These are the watches that built the brand's reputation, and they remain excellent value today.

The Sekonda Beaumont is one of the most versatile collections in the current range. Available in men's and ladies' versions, with silver, gold, and two-tone finishes, prices start from under £50 and top out around £60. The Beaumont hits exactly the right note for smart-casual wear, a proper watch that does not shout about itself.

The Sekonda Montreal occupies similar territory, offering a slightly slimmer, more refined case profile. Again, you get a broad choice of case colours and bracelet styles, with prices in the £55 to £60 range for most variants. Both collections make strong gift options.

For something with a bit more character, the Sekonda Originals range is worth attention. These draw on the brand's heritage aesthetic, with cream dials, brushed case finishing, and a retro-inspired feel. Prices sit at £79.99 across the four variants, making them some of the more premium standard quartz offerings in the Sekonda catalogue.

Men's Sports and Chronograph Watches

Sekonda has invested significantly in its sports-oriented collections, and the results are genuinely impressive at these price points.

The Sekonda Airborne collection is a pilot-style range with a clear aviation influence. Bold dials, canvas and leather straps, and chronograph variants are all available. The three-hand models start from £69.99, while the chronograph versions run from £89.99 to £99.99. For a pilot-inspired watch under £100, these are hard to fault.

The Sekonda Velocity is Sekonda's dedicated chronograph line. The stopwatch function is the focal point here, with subdials laid out in a clean, legible arrangement. Leather strap versions start from £82.95, while the bracelet and canvas-strap models run up to £99.99. These are proper sports chronographs that would sit comfortably alongside watches at twice the price.

The Sekonda Pacific Wave takes things in a sportier direction still. This is the brand's dedicated dive-style and chronograph range, with water-resistant cases, silicone straps, and bold dial designs. Prices range from £79.99 up to £109.99 for the full chronograph models.

The Dive Collection

The Sekonda Dive range deserves a section of its own. These are proper sport watches with a diver aesthetic, uni-directional bezels, and water resistance suited to recreational use. Prices start from £47.95 for the entry-level ocean colourway models, rising to £64.99 for the stainless steel bracelet versions. At under £65, the Dive collection offers exceptional value for anyone wanting a rugged, sporty watch.

Ladies' Fashion and Dress Watches

The ladies' range at Sekonda is extensive. There is a collection to suit virtually every taste and occasion, from everyday casual pieces through to stone-set dress watches.

The Sekonda Monica is perhaps the most enduring ladies' collection in the range. It has been a bestseller for years, and there are over 16 variants currently available. Prices start from just £41.99, making the Monica a genuinely accessible entry point. At the top of the range, stone-set and full bracelet versions reach £89.99, but even these feel good value given the presentation.

The Sekonda Celeste offers a mesh bracelet aesthetic that feels thoroughly contemporary. Silver, rose gold, and coloured dial variants are available, all with stainless steel mesh bracelets. Prices sit in the £59.99 to £64.99 range. These look significantly more expensive than they are.

For glamour and occasion wear, the Sekonda Seksy range is the brand's most extravagant offering. Stone-set cases, crystal embellishment, and dress bracelet designs define the collection. Prices run from £99.99 up to £116.95 for the more elaborate pieces. These are the watches Sekonda makes for special occasions and gift-giving at the higher end of their range.

Moonphase and Complication Watches

A moonphase complication at under £85? Sekonda makes it happen. The Armstrong Moonphase collection is a genuine standout in the range, offering a rotating moonphase disc in the dial at prices from £69.95. Multiple case and strap combinations are available, including leather strap, stainless steel bracelet, and rose gold variants. For watch enthusiasts who want a complication without spending hundreds of pounds, the Armstrong is a compelling proposition.

Smartwatches and Hybrid Watches

Sekonda has built out a substantial smartwatch offering over recent years, covering everything from basic fitness trackers through to GPS-equipped running watches.

The Motion Plus range offers smart notifications, activity tracking, and a traditional round watch form factor. Prices start from £60.95 and rise to £69.99. These suit buyers who want smart features without the look of a tech device on their wrist.

The Active Pro and Active Plus ranges step things up with more comprehensive health tracking, GPS functionality, and longer battery life. The Motion Pro GPS models are priced at £99.99, while the Active Pro smartwatches sit at £119.99. These represent Sekonda's most capable wearables.

The Flex and Flex Plus collections are aimed primarily at women, with a focus on style-first smartwatches. Silicone and mesh strap options are available, and the calling functionality of the Flex Plus models adds genuine day-to-day utility. Prices run from £65.95 to £79.99 across the range.

Best Value Picks from the Current Range

With over 300 watches to choose from, it can be difficult to know where to start. Here are our standout picks across different budgets.

Movement and Build Quality: What to Expect

Across the entire Sekonda range, the movements are quartz. There are no automatic or mechanical watches currently in the mainstream catalogue, which is entirely appropriate for the price points involved. Quartz movements offer accuracy to within around 15 seconds per month, require no winding, and need only a battery change every two to three years. For the everyday wearer, this is exactly what you want.

Case materials are predominantly alloy and stainless steel, depending on the model. The entry-level pieces use alloy cases, while the higher-end collections move to stainless steel construction. Mineral crystal glass is used throughout the range, which offers decent scratch resistance for the price.

Water resistance across most of the range sits at 30 metres, which covers splashes and brief immersion but is not suitable for swimming. The Dive collection and some sports models offer 50 metres or better, which is adequate for recreational swimming and snorkelling.

Build quality, for the price, is genuinely solid. Bracelet finishing is clean, clasps operate smoothly, and dial printing is crisp. You are not getting Swiss finishing at these prices, but you are getting a watch that looks and feels far more expensive than its tag suggests.

Who is Sekonda For?

Honestly? Sekonda is for almost everyone. The range is broad enough to cover first-time watch buyers, gift purchasers, people who want a specific style for a specific occasion, and those who simply want a reliable everyday watch without spending serious money.

The brand is particularly strong in the gift market. A Sekonda watch priced at £50 to £80 presents beautifully, wears well, and delivers reliable performance. That is a very hard combination to beat at this end of the market.

For enthusiasts, the moonphase and chronograph models offer genuine complication appeal. The Armstrong Moonphase in particular is a watch that rewards closer inspection. The Velocity and Airborne chronographs have proper stopwatch functionality and feel purposeful on the wrist.

Smart watch buyers will find Sekonda's connected range covers the basics competently, with the Motion Pro GPS offering genuine athletic tracking capability at £99.99. This is one of the most affordable GPS watches currently available from any brand.

Sekonda's Place in British Watch Culture

There is something genuinely British about Sekonda. The brand has been part of the country's watch buying landscape for more than five decades. Many people's first watch was a Sekonda. Many parents and grandparents still wear them.

That longevity is not accidental. It comes from consistently delivering what British consumers want: straightforward, good-looking, affordable timepieces that do not require a second mortgage or a trip to a luxury retailer. Sekonda has never tried to be something it is not, and that honesty of purpose has kept it relevant through decades of change in the watch industry.

With 342 watches currently available on WatchShopper, there has never been more choice from the brand. Whether you are after a first watch, a replacement everyday wearer, a special occasion piece, or a smartwatch that does not look like a tech gadget, the Sekonda range almost certainly has an answer.

*article prices correct at the time of writing but can vary as we update each day