2012.D

C O N T E N T S

1 ...........History1-0 ......... History

　 2 ...........Technology2-0 ......... Back Surface Progressive Addition Lens/Cross Surface Design®

(Double-sided Control Design) lens

2-1 ......... Aspheric Design・Double-sided Aspheric Design/ZONE Design

2-2 ......... Coating

2-3 ........ Material Development/Production Technology

2-4 ......... Titanium Frame

3 ...........Brand Expansion Activities3-0 ......... Brand Expansion Activities

4 ......... SEIKO Brand Usage Policy4-0 .......Basic System for the SEIKO Logo

5 ...........Advertisement and Promotion5-0 ........ Basic System for Advertisement and Promotional Material

Since its inception in 1881,

SEIKO has continued to introduce many innovative products to the world.

SEIKO's optical business began in 1921, 40 years after the foundation.

At that time, the optical division of K. Hattori & Co., Ltd.

began selling eyeglass frames imported from the American Optical Company, USA.

In 1964, the Japan America Ophthalmic Lens Center Co., Ltd. was formed as a joint venture

with the American Optical Company.

This marked the beginning of K. Hattori's full scale entry into the optical business arena.

In 1975 the first domestically manufactured plastic lens,

“VISTA Plax 65”, was released.

In 1982, the brand name “VISTA” was changed to “SEIKO”

and from 1989 frames using titanium material started to carry the “SEIKO” brand name as well.

Since then, many of the world's or Japan's first products were developed and sold

under the SEIKO brand name.

Among the many optical lenses, “SEIKO Super MX”,

the world's first minus power aspheric single vision lens was released in 1989,

“SEIKO Super P-1”, Individual Lens developed with the world's first back surface

progressive design released in 1997,

“SEIKO A-ZONE”, the world's first and SEIKO's best single vision lens

which employs the ZONE design, released in 2011, and

“SEIKO Pursuit PV”, a custom-made progressive addition lens which employs the newly developed

Cross Surface Design ® (Double-sided Control Design), released in 2012,

were revolutionary products setting famous milestones in the history of optical lenses.

History 1-0-0

Major Developments in the History of SEIKO's Optical Business

History

● 1881 K. Hattori, predecessor of today's Seiko Holdings Corporation, is established.

● 1921 The optical division of K. Hattori & Co., Ltd. begins sales of eyeglass frames imported from the American Optical Company.

● 1942 Polish-finished optical glass lenses under the “VISTA” brand are introduced.

● 1964 The Japan America Ophthalmic Lens Center Co., Ltd. through a joint venture with American Optical Company is established.Polishing and finishing processes for optical lenses begin with the installation of the first full scale laboratory system in Japan.

● 1973 Seiko's own-brand frame “VISTA” is introduced.

● 1975 The first domestic plastic lens, “VISTA Plax 65” is introduced.

● 1980 The first domestic plastic progressive addition lens, “VISTA Plax P-1” is introduced.

● 1982 The brand name for optical lens is changed from “VISTA” to “SEIKO” .

● 1986 The world's first progressive addition lens for indoor use (middle/ near), “SEIKO Senior 50” is introduced.

● 1989 Seiko Optical Products of America, Inc. (USA) is established.The world's first minus power aspheric single vision lens, “SEIKO Super MX” is introduced.“SEIKO” brand name eyeglass frames ( LION D'OR, AMENITY and HARVEST) are introduced .

● 1990 The world's first aspheric design progressive addition lens, “SEIKO P-1 Genius” is introduced.

● 1992 SEIKO Optical Europe GmbH (Germany) is established.

● 1996 SEIKO Optical Products Co., Ltd. is established split from the holding company.

● 1997 The world's first back surface progressive addition lens, the “SEIKO Super P-1”, developed with the world's first free form technology, is introduced

● 1998 “SEIKO SUPER TITANIUM”, the ultra-lightweight frame with pure titanium and a highly flexible beta titanium alloy, is introduced.

● 1998 The world's first double-sided aspheric single vision lens, the “SEIKO SSV AZ”, is introduced.

● 2000 “Comfortable Vision Life Supporters”, a website that offers information to eyeglass users, is establilshed.

● 2002 “SEIKO P-1 Synergy” wins the Good Design Award, the first in the history of optical lenses.(Up to 2009, wins a total of 6 lens awards)

● 2002 The pure-titanium “SEIKO S-Series” is introduced.

● 2003 “SEIKO Super P-1” wins the Good Design Special Award for “Universal Design”.

● 2004 PENTAX Co., Ltd. optical lens sales business is consolidated.

● 2004 The “SEIKO T-Series” with a pure titanium, a beta titanium and a shape-memory alloy is introduced.

● 2006 SEIKO Optical Trading （Shanghai）Co., Ltd. (China) is established.

● 2007 “VERUS”, essential in Latin, is introduced.

● 2009 “SEIKO Superior P-1”, a custom made progressive addition lens is introduced,and wins the Good Design Award.

● 2010 “SEIKO Pursuit EV”, custom-made lens for different age groups which employs the world's first Corridor Shifting Function Design, is introduced.

● 2011 “SEIKO A-ZONE” , the world's first and SEIKO's best single vision lens which employs “ZONE Design”, is introduced.

● 2012 “SEIKO Pursuit PV”, a new custom-made progressive addition lens which employs the newly developed “Cross Surface Design®” is introduced.

1-0-1

【Back Surface Progressive Addition Lens】

In 1997, SEIKO introduced “SEIKO Super P-1”, the world's first Individual Lens developed with back surface progressive addition design.

Individual Lenses offer excellent optical performance by integrating various design elements, such as a graduated refractive surface,

an astigmatic correction surface, and an aspheric surface on the back surface of the lens, allowing the front surface of the lens

to maintain a uniform curve.

These lenses virtually eliminate the most critical issue in progressive addition lenses, “swim and distortion”,

enlarge the field of vision and provide bright and clear vision.

The latest “SEIKO Superior P-1” is Seiko's ultimate, custom made lens, utilizing the advantages of back surface progressive technology.

This allows the user to adjust the pantoscopic angle pitch by one degree increments and corridor length pitch by one millimeter increments.

Individual Lens developed with back surface progressive addition design is a revolutionary technological innovation which has received

high acclaim from around the world. It is on its way to becoming the world standard for high value-added progressive addition lenses.

【Cross Surface Design ® (Double-sided Control Design)】

In 2012, SEIKO introduced “SEIKO Pursuit PV”, which employs the newly developed “Cross Surface Design®

(Double-sided Control Design)” .

“Cross Surface Design®” is an innovative new technology that has added new comfort elements to “reduction of sway and distortion”

and “expansion of the field of vision”, in order to deliver even more natural and comfortable vision.

These new elements are “magnification improvement” and “improvement of the near aspect ratio” .

SEIKO's progressive addition lenses will continue to evolve to provide all our customers with more natural and comfortable vision.

Technology 2-0

[Release Dates of Back Surface Progressive Addition Lens by Local Subsidiaries]

SEIKO Optical Europe GmbH … September, 1998　SEIKO　SUPER　P -1

Seiko Optical Products of America, Inc. … February, 2004　SUPER　PROCEED　INTERNAL

SEIKO Optical Trading (Shanghai) Co., Ltd. … April, 2007　SEIKO　P -1SY　1.67AS, and others

Technology

With the introduction of the world's first minus power aspheric single vision lens in 1989,

SEIKO became the pioneer in high grade single vision lenses.

In 1998, SEIKO, applying back surface progressive design technology, succeeded in commercializing double-sided aspheric design technology,

resulting in the world's first lens which is aspheric both on the back surface and the front surface.

SEIKO introduced “SEIKO SSV AZ”, a double-sided aspheric single vision lens.

The lens is “thinner and lighter” and achieves “natural vision” with virtually no distortion or blur.

With its cutting-edge technology, SEIKO continues to lead the world market in single vision lenses.　

[Release Dates of Double-Sided Aspheric Lens by Local Subsidiaries]

SEIKO Optical Europe GmbH … November, 1998 SEIKO SSV AZ

SEIKO Optical Trading（Shanghai）Co., Ltd. … April 2007　SEIKO SSV AZ, and others

Seiko Optical Products of America, Inc. … November 2009　SEIKO SUPER MV　

In 2011, SEIKO introduced “SEIKO A-ZONE” the world's first and SEIKO's best single vision lens which employs “ZONE Design” .

“ZONE Design” is composed of two different zones, the “Comfort Zone” and the “Stylish Zone”,

thus successfully achieving two conflicting goals,

“comfortable wear (functionality)” and “stylish look (fashion sense with thinness and fewer swirls)” .

Customization which matches the frame format by choosing a lens curve has been achieved.

【Aspheric Design ･ Double-sided Aspheric Design】

【ZONE Design】

2-1

Technology 2-2

Since plastic materials are easily scratched, SEIKO has actively pursued the development of hard-coating, anti-reflection coating,

and multi-coating techniques for better permeability using Sol-Gel* technology to address this weakness.

SEIKO was also the first in the world to develop water resistant coating technology as a solution to water distortion

in the outer most layer of the lens in multi-coating.

SEIKO has developed and released a wide range of coating options,

such as “Hyper Amenity Coat” which offers increased resistance to scratches as well as resistance to stains,

“Raku-Care Coat（Super Clean Coat）” which is hydrophobic and is easy to clean,

and “Fogless Coat” which has totally opposite characteristics, with better hydrophilic properties and high durability.

In 2009, SEIKO introduced “Super Resistance Coat”, its new total balance coating, equipped with anti-static properties.

Durability of this new coating dramatically exceeds its predecessor,

“Hyper Amenity Coat”, providing users with easy to use lenses for greater comfort.

In 2012, SEIKO introduced “Super Resistant Coat BR”, which has the same level of coating performance as “Super Resistant Coat”

and also reduces glare causing short wave lengths (blue light).

SEIKO continues to work on developing innovative coating technologies.

*Sol-Gel Technology : Synthesis technology of main substances in the hard coat.

【Coating】

Technology

Free Form Processing Division

SEIKO has applied its advanced engineering skills and high-precision processing technologies accumulated through its state-of-the-art

automated watch production to its optical lens production.

In 1997, by successfully developing the world's first free curved surface processing technology in the optical lens industry, SEIKO commercialized

its own free form technology which has led to the production of lenses such as back surface progressive addition lenses and double-sided aspheric

lenses that offer maximum optical performance.

SEIKO believes it has set the global standard in lens production with our introduction of the free form curved surface processing technology.

SEIKO has focused on plastic lenses since the beginning of its lens business and has continued to make new developments.

SEIKO conducts cutting edge research and development on the molecular level, in order to pursue new materials and surface treatment

technologies that can fully balance all the elements necessary for optical lenses used under severe conditions.

Starting with a refractive index of 1.50, SEIKO has focused its development efforts on providing customers with materials that are thinner

and lighter with higher refractive indexes.

SEIKO succeeded in developing material with a refractive index of 1.60 in 1982, 1.67 in 1992, and 1.74 in 2000. SEIKO has consistently

been leading the world in thin and light lens materials with high refractive indexes.

【Development of Materials】

【Production Technology】

2-3

Technology 2-4

SEIKO's eyeglass frames business began with the import and sales of eyeglass frames in 1921.

SEIKO was among the first to work on the development of titanium processing, which requires high technology,

and in 1989, introduced “SEIKO Amenity”, the high grade frame which led to the popularity of titanium frames.

In 1998, SEIKO introduced “SEIKO SUPER TITANIUM”, the ultra-lightweight frame with pure titanium

and a highly flexible beta titanium alloy.

SEIKO has provided a rich lineup such as “SEIKO KODOMONOKUNI”, children's eyewear released in 2000,

which seeks comfort, durability and safety.

【Titanium Frame】

Designing time on a global scale as innovator

Supporting memorable moments in the world

©PHOTO KISHIMOTO

©PHOTO KISHIMOTO

Seiko is the official time keeper at numerous athletic competitions held both in Japan and overseas, including international

events such as the World Championships. Many Seiko clocks can be seen at various locations where people gather, such

as airports, baseball stadiums, landmarks, and monuments. In order to share moments of dreams and inspiration with even

more people, Seiko promotes a variety of cultural and artistic activities.

In 1964, Seiko served for Official Timer in the Tokyo Olympics. The dawn of the quartz era

opened with Seiko's introduction of the world's first comprehensive electronic timing system.

Since then, we have lived up to the world's expectations with sophisticated technical expertise

at six Summer and Winter Olympics in total. Now, with the latest timing technology, we

continue to promote sports through offering timing support for a wide variety of sporting

events, including athletics, swimming and winter sports. Especially in major competitions held

by IAAF (International Association of Athletics Federations) and the Japan Swimming Federation,

we serve as Official Timer and actively provide timing assistance.

At sprint races, the Seiko timing device captures the exact moment a top athlete reaches the

finish line in a race decided by thousandths of a second, and the image is distributed to the

world via the Internet. In a race where time is the key to a victory, we must provide intermediate

and finish time as soon as possible to the audience and TV viewers. In athletics, even more

precise timing systems are required. To meet these demands, Seiko continues to promote new

technology development.

Brand Expansion Activities 3-0-0

SEIKO system clocks in public spaces

Fulfilling dreams

Brand Expansion Activities

Left: Tower Clock (Haneda Airport)Top right: Ginza Monument Clock (Ginza)

Bottom right: Monument Clock (Imperial Hotel) Seiko world time clocks provide travelers at Japan's major international airports,

including Narita, Kansai International, and Chubu International Airport, with the time

in many countries. The Tower Clock placed at Haneda Airport serves not only as a clock

but as a very popular meeting spot.

On the main street of Ginza, Tokyo, well-known monument clocks not only provides

convenience but also enhance the local scenery. At the Imperial Hotel, an elegant

monument clock graces the lobby where guests are relaxing.

Kidzania Tokyo's “Town Clock” Pavilion

(Toyosu)

“Photo Exhibition: Buddhist Statuesby Kazuyoshi Miyoshi – Sukhavati"

(Wako Hall)

Seiko never loses sight of the fact that our products help people,

particularly children, to realize their dreams.

The WAKO Hall aims to be more than just a display space for

fine arts and craft objects. It is designed to illuminate the artistic

meaning or traditional beauty of the works on show, and the

choice of schedule attempts to reflect the changing nature of

society and art by promoting international exchanges and

cultural events.

We provided the Town Clock Pavilion to “KidZania Tokyo”

and “KidZania Koshien”, theme parks where children experience

a wide variety of jobs. By providing more than just a clock

but an entertaining “Time Experience”, we hope that children's

concept of time will be enriched.

3-0-1

Usage of the SEIKO brand shall be in compliance with the rules set forth

by Seiko Holdings Corporation in the “SEIKO BRAND IDENTITY MANUAL”.

Main points are summarized and described below.

[Logotype Proportions]

[Proportions of Boxed Logotype]

[Basic System for the SEIKO Logo]

Scope of Application

Communication activities using the SEIKO logo shall comply with the system set forth in the “SEIKO BRAND IDENTITY MANUAL”.

In principle the SEIKO logo cannot be used within a sentence. In English the logo must be spelt as “SEIKO”.

Logotype

An official reproduction proof or data of the logo shall be used. Also note that the SEIKO logo shall be clearly visible.

SEIKO Brand Usage Policy 4-0-0

MAY2010

SEIKO Brand Usage Policy

Micro logo

※Logotypes must not read from the bottom up, but from the top down.

※The letters of a horizontal logotype must not be rearranged to read vertically.

Spacing of the Logo

As a general rule, when positioning the SEIKO logo, be sure to separate other texts and graphic elements with a clear space equal to

the height of the letter “E” surrounding the logo in order for the logo to be distinctive. (However, this shall not apply if the space is

limited or box logos are used.)

Vertical Use of the Logo

This should be avoided wherever possible, and the normal horizontal orientation used. When it appears unavoidable, the letters

must read from top to bottom. Vertical logotypes are subject to exactly the same guidelines as horizontal logotypes.

Usage of Micrologotypes

When miniatures of the logotype are used, they can suffer from distortion and unclear printing that seriously impair their image.

Micrologotypes should be used when widths are 20mm or less. Minimum width of a micrologotype is 10mm. Logotypes less

than 10mm wide must not be used at all.

* Design elements other than the logo shall not be placed within the blue line (have clear space around the logo).

A A

A

A

A

20 mm (actual size)10 mm

(actual size)10 mm

(actual size)20 mm (actual size)

* Use designated micro logos for sizes between 10 mm to 20 mm (logos under 10 mm is not allowed to be used)

4-0-1

SEIKO Brand Usage Policy

The SEIKO brand logo layout or shape shall not be changed. Other elements shall not be added.

Examples of Forbidden Fonts and Arrangements

* Do not use a heavier typeface.

* Do not use outline effects.

* Do not modify letter spacing.

* Do not use blurred （speed） effects.

* Do not change the vertical proportions.

* Do not use an italic version.

* Do not use relief or drop-shadow effects.

* Use the same font size for all letters.

* Do not add lines to it.

* Do not bend it.

* Do not combine graphic art elements.

* Do not change the horizontal proportions.

* Do not use 3D effects.

* Do not use smudged effects.

4-0-2

SEIKO Brand Usage Policy

Colour System

When the logotype is to be used in colour, please be sure to specify Pantone 294C. For four-colour printing, use 100% cyan

with 70% magenta. For exceptional cases like large transparencies （“Colton” displays）, or other non-print media, the actual

colour will vary with lighting conditions, but every care should be taken to ensure that the colour is as close as possible to

Pantone 294C.

Supplementary Colours (Gold, Silver)

When the logotype is to be rendered with a metallic finish or to look as if it is, only two colours (gold and silver) are approved.

Use gold corresponding with Pantone 873C and silver with Pantone 877C. For displays, packages and other non-printed items,

please make every effort to use colours that closely approach those approved. It is forbidden to change the logotype proportions

in any way.

1. SEIKO Blue Logotype Use either Pantone 294C or 100% cyan with 70% magenta （for CMYB printing）.

Gold (pantone 873C)

2. Boxed Logotype (White logotype is placed in SEIKO blue box) Use either Pantone 294C or 100% cyan with 70% magenta (for CMYB printing).

3. White (Reversed) Logotype A white logotype is used against a dark background.

Silver (pantone 877C)

4-0-3

SEIKO Brand Usage Policy

Monochrome System

When deciding whether to use black or white logotypes, base your decision on the density of the background. As shown on the

following scale of gradations, brighter backgrounds (with 0 to 30%black) are suitable for black logotypes. Against darker

backgrounds, use a white (reversed) logotype.

Black and white halftone (grey) logotypes can be used in accordance with the following Rules on Exceptional Use.

Base Graduation Scale

40％

0％

10％

20％

30％

◀ B

LAC

K LO

GO

50％

60％

70％

80％

90％

100％

WH

ITE LO

GO

▶

1. Black logotype -for use on brighter backgrounds(not more than 30% black)

3. Grey logotype - for use on brighter backgrounds(not more than 30% black)

2. White (reversed) logotype -for use on dark backgrounds(more than 30% black)

Rules on Exceptional Use

a) About 70% black and white halftone or equivalent grey color

b) In principle, use is limited to office supplies (invitation cards, envelopes, letterhead stationery, etc.).

4-0-4

SEIKO Brand Usage Policy

Examples of Forbidden Colors and Visibility

For the effective usage of the SEIKO logo, be sure to check the layout and which logo is to be used according to the background.

Also maintain the appropriate logo visibility.

* Do not use the wrong colour.

* Do not apply gradations

* Do not apply partial colour reversal

* For a boxed logotype, use only the specified blue.

* Do not use outlines for a white logotype.

* Use only the specified blue colour.

* Do not use two colours for the logtype.

* Do not use a dark logotype against a dark background.

*Do not use a logotype with white outlines on a dark background.

* Do not use the logo with photos containing

contrasting elements.

4-0-5

Placement and Design

[Basic System for Advertisement and Promotional Material]

To ensure maximum visibility of the SEIKO logo and its effective usage, basic rules for placement of the logo, visual layout and design are set forth as follows.

1. The SEIKO logo shall be placed on a white base.

* Vertically Long Surface: Create a white base at the bottom (10-20% of height) and center the logo,

* Horizontally Long Surface: Create white base at the bottom (10-15% of height) and center the logo, or

Create white base on the right side (15-20% width [basically 20%]) and center the logo.

2. Adjust the size of the SEIKO logo according to the surface to be used

* Vertically Long Surface: The width of the SEIKO logo shall be 25% of the width of the white base used for the logo.

* Horizontally Long Surface: When logo is at the bottom, the width of the SEIKO logo shall be 12.5-15% of the width of the white base used for the logo.

When the logo is placed on the right, a clear space equal to the height of the letter “E” shall surround the logo.

3. Main visual materials and other materials shall be placed outside of the white base, both vertically long and horizontally long surfaces.

4. When designing visual and other materials, consideration shall be given to the overall balance of the SEIKO logo and the product logo, catch phrase,

sub-phrases and other elements.

(Focus should be placed on achieving balance with the brand color (blue), and the use of colors that are compatible with the features of the product)

5. The color of the SEIKO logo shall follow the rules as set forth in the “SEIKO BRAND USAGE POLICY” .

Advertisement and Promotion 5-0-0

● Vertically Long Surface: Placement Example A ● Vertically Long Surface: Placement Example B

80％

〜

90％

80％

〜

90％

The SEIKO logo shall be placed in the center of the white base.

Size of SEIKO logo: 25% (1/4) of the width of the white base used for the logo 10-20% (white base is 10% of the height)10-20% (white base is 20% of the height)

Advertisement and Promotion

*Size of promotional material is not designated. The appropriate size shall be determined according to the individual situation of each country or region.

● Horizontally Long Surface: Placement Example B (white base on the right)

● Horizontally Long Surface: Placement Example A (white base at the bottom)

● Horizontally Long Surface: Placement Example B (white base on the right)

● Horizontally Long Surface: Placement Example A (white base at the bottom)

5-0-1

Basically 80% (up to 85%)

Basically 20% (up to 15%)

A distance equal to height (A) of the logo (A) shall be kept open.

The SEIKO logo shall be centered in the white base.

A A

A

Size of SEIKO logo: 12.5% (1/8)- 15% of the width of the white base used for the logo.

The SEIKO logo shall centered in the white base. 10-15% (this white base is 10% of the height)

90％

〜

85％

Basically 80% (up to 85%)

Basically 20% (up to 15%)

A distance equal to height (A) of the logo (A) shall be kept open.

The SEIKO logo shall be centered in the white base.

A A

A

Size of SEIKO logo: 12.5% (1/8)- 15% of the width of the white base used for the logo.

The SEIKO logo shall centered in the white base. 10-15% (this white base is 10% of the height)

90％

〜

85％

Advertisement and Promotion

Fonts to Use

In order to maintain consistency in image, the following fonts shall be used for advertisement and promotional materials.

○ Rotis Sans Serif [6 font types] … [example] Rotis Sans Serif 65 Bold

○ Optima [5 font types] … [example] Optima Regular

SEIKO LENS COMMUNICATION MANUAL ABCDEFGHIJKLMN abcdefghijklmn 0123456789

○ Tahoma [2 font types] … [example] Tahoma Regular

SEIKO LENS COMMUNICATION MANUAL ABCDEFGHIJKLMN abcdefghijklmn 0123456789

5-0-1

OCT2012