Sekonda is a British brand which was established in 1966 to offer a collection of mechanical watches which were manufactured in Russia.  With extensive marketing support and superb customer service Sekonda quickly became a household name.  The introduction of the quartz movement saw manufacture moved to Hong Kong and this 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 is still held today.

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.  In 2004 SEKSY was born.  With many years of experience in watches the Sekonda team turned their expertise to the fashion arena and developed product aimed at the 25 to 35 age group.  An instantly recognisable name meant that SEKSY could become a worldwide brand.  The launch range consisted of just eleven models and with clever advertising a number of these lines soon became best sellers.

The second year saw the range expand to current levels with around thirty models.  At this point Sekonda introduced a gents fashion range called ONE.

This was launched with nine models and again was backed with impactful advertising.  SEKSY and ONE are meant to be different from other fashion brands but both ranges still carry the Sekonda ethos of giving the customer excellent product at competitive prices.  The brands have grown each year and in 2006 the third advertising campaign for SEKSY and second for ONE, created substantial demand by going back on television through sponsorship of programmes such as 'Jack Osbourne Adrenaline Junkie', 'Ghost Hunting with Girls Aloud' and 'An Audience with Take That'.

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.