Around 1991, Seiko identified a disconnect between their product range and the preferences of younger consumers. To bridge this gap, they initiated the SUS project, which stood for "Simple" and "Strong." The goal was to create analog watches that would resonate with young adults, particularly those who had grown up with digital timepieces. Heading the project were engineers Chitoshi Funamoto and Atsushiko Matsuno, who conducted surveys among young adults to gain insights into their preferences. The team's primary focus was on crafting watches with minimalist and utilitarian designs, drawing inspiration from historical military, aviation, and railroad timekeepers. They placed a strong emphasis on ensuring easy readability with just a quick glance.
The resulting SUS watches gained popularity in Japan and remained in production for a span of 8 years. They offered various models with different movement mechanisms and additional features. One standout from the SUS collection was the renowned SUS 7N35-6A70 / SCFF001 "military" model, which was introduced in 2000. This particular timepiece exemplified the core philosophy of the SUS project. The Seiko S 7N35-6A70 boasts a striking design with its black dial, luminous hands, and indices, ensuring readability even in low-light conditions. Positioned at 4:30 o'clock, it features a convenient date window for tracking the date. The watch is accentuated by a sleek black bezel and housed in a robust stainless-steel case. Completing the ensemble is a coordinating stainless steel bracelet, adding to its overall appeal and durability.
