Lorus
- Founded
- 1982
- Based in
- Tokyo, Japan
- In our catalog
- 1 watch from $70 to $100
Lorus is the brand Seiko created for people who want a watch that works and costs very little. You won't find it in watch magazines, but you'll find it in high-street shops across Europe, Asia and Australia, on the wrists of kids getting their first watch and adults who just want something reliable for the gym or the garden.
History
Seiko launched Lorus in 1982, at a time when cheap digital and quartz watches were flooding the market. Having its own budget brand let Seiko compete on price without diluting its main name. Lorus became especially popular in the UK, and for years it was known for licensed character watches for children, including Mickey Mouse.
The range today covers sports chronographs, dress watches, kids' watches and a few solar models, all built around Seiko-group quartz movements.
Signature models
- Sports Chronograph: A steel chronograph on a bracelet with a busy, sporty dial. It looks like a much more expensive watch from a few steps away.
What it's known for
A Lorus uses the same kind of quartz movements found in many Seikos, in simpler cases with mineral glass. It's not a watch to collect, but it's a watch you can stop worrying about.
Price and positioning
Lorus watches cost roughly $40 to $150. In that range Casio has more variety and Timex has more American history, but Lorus's quieter, more grown-up designs suit people who want a plain watch rather than a gadget.
Lorus watches in our library
- Lorus Sports Chronograph ($70 to $100)