Established in 1966, Sekonda started out as a British brand offering a collection of mechanical watches originally manufactured in Russia.

During the 1980s and 90s, Sekonda’s TV ad campaigns became famous for being humorous and light-hearted fun. Featuring the likes of Bob Monkhouse, Ronnie Barker and Madness, Sekonda emphasised its brand ethos with these adverts: high quality, desirable watches at affordable prices.

The period since 1998 has been one of rapid change with the introduction to the worldwide market of numerous fashion brands. To keep up with the growth of the fashion market, Sekonda had to take action and in 2004, Seksy was born.