There was a time when seiko's were cool and cheap

Seiko solar chronograph from the Seiko Land series lineup with dual tone lume and an internal compass bezel. Quite a cool and feature packed watch for the price.

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They still are.

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Indeed they are cool and material/production quality have been improved, but no longer cheap as earlier.

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Yes I mean affordability . It may be relative as per an individual's spending capacity . But in general the prices of Seiko watches have increased quite a lot recently as compared to prices of same watches back in 2018-19 or 2019-20.