As the world got accustomed to Seiko's novel and revolutionary Astron technology dominating the market in the late 1960s and early 1970s, Seiko was hard at work on its next innovation to challenge Swiss watch industry dominance, developing the Superior, Grand Quartz, King Quartz and eventually the Type II lines – like this 1997 Seiko Avenue 5P31-0A10 dress watch, with its surprisingely large size (a Japanese Domestic Market, aka Japan-only quartz watch at that) and with original Seiko 5P31 instructions manual.
1969 was one of the most spectacular in Seiko’s storied history. That year, it released the world’s first automatic chronograph, the Calibre 6139 and the V.F.A. (Very Fine Adjusted) movement – which delivered Seiko’s highest yet level of precision for a mechanical movement.
Seiko would release another first upon the world, the first quartz wristwatch - the Seiko Quartz Astron, which went on to change the way the world told time, and severely tested the dominance of the Swiss, bringing high technology within the reach of all.
Immediately obvious on the Seiko 5P31 Avenue here is the vibrant and sparsely-designed large cream-colored dial with atypical black hollowed-out handset. Add in the Seiko 5P31 quartz movement with its known accuracy with hacking feature and you have a watch that stands out on the wrist.
The Avenue, launched in 1985, was targeted at young people, included the high-priced Chario and Société models. The series was a big hit, thanks in part to the effect of TV commercials featuring popular artists. Likewise, Seiko's Danni design house debuted the 5P31 movement itself in 1987, and produced it through the circa late 1990s.
In line with the watch style popular in the 1980s, a genre of watches referred to as "traditional watches" became popular. Within the Seiko answer to this style - its Avenue line, like the watch here - was retro-inspired oxidized gold and silver exterior finishes featuring user-friendly dials either with 60 markers and classic numerals around the circumference or sans numerals. Variations
incorporated small second hand dials and moon phase complications also proved popular with the line.
This Seiko Avenue dress watch comes on a leather strap, and with rugged travel case, springbar tool, and original Seiko 5P31 instructions manual.
1997 Seiko Avenue 5P31-0A10 Dress Watch, w/Seiko Instructions Manual
DIAL: A fantastic cream-colored Seiko "Avenue"-signed dial, with matching hour, minute, and second hands. Hollowed-out black handset with red seconds chapter ring provide the already sparse dial with an intriguing depth.
CASE: Gold case measures in at a surprisingely robust 39.5mm (41mm w/crown) x 44.5mm.
CRYSTAL: Original Seiko crystal in great condition, no deep scratches, cracks, or edge chips.
BAND: This Seiko Avenue comes on ia light brown leather strap.
MOVEMENT: Three-jewel Seiko 5P31 quartz movement, manufactured in January 1997; movement hacks, as designed.
Of note, this Seiko Avenue dress watch comes with an original Seiko 5P31 instructions manual, in both Kanji Japanese and English.