On March 11, 2011, at 14:46, a massive earthquake of M9.1 and a huge tsunami hit the Tohoku region of Japan. Ten years have passed since then. Time has stood still in many people's minds. Every year since then, Seiko has rung a one-minute requiem bell at 14:46 on March 11 in Tokyo, Ginza, the birthplace of Seiko. In this tenth year, Seiko has decided not only to repose the souls of the dead, but also to send a message of hope to all of Japan.

This year, the tenth year of the disaster, Seiko has decided to issue a message of hope after the requiem. Seiko created a window display in which the hands of a clock that had stopped due to the disaster were overtaken by hands represented by light representing the current time, leaving them behind. This display conveyed to the whole of Japan the importance of living positively in the present moment.

The strategy is to use the theme of time, which is the domain of Seiko, to send out a message of hope as well as repose to all of Japan, which is also suffering from COVID-19, at the timing of the earthquake, which marks the 10th anniversary of the disaster, in order to spread the message widely throughout Japan with minimal investment and empathy for the Seiko brand.

The window display started on March 6. At this point, the display shows the hands of a clock that has stopped at 14:46. The display gained proliferation in advance.

On the night of March 10, the dials were changed to LED panels, and from 14:45 on March 11, visual expressions were played on the dials, quietly expressed with the one-minute bell of repose from 14:46, and hands made of light appeared to mark 14:47, expressing the courage to move forward with the bell of hope.

After that, the hand ticking the current time made of light moved forward, leaving behind the hand that had stopped at 14:46. This expression, together with the media, conveyed the importance of living positively in the present moment throughout Japan.

Despite Seiko's voluntary efforts, the news of the Bell of Requiem and Hope made headlines all over Japan, appearing on 9 TV programs, 26 newspapers, and 231 websites, with the PR advertising conversion exceeding $1.2 million. More than that, it gave courage to the people who are recovering from the disaster and also suffering from Covid-19 to move forward.