Seiko is expanding into the luxury watch segment of the U.S. market, supported by a new global $20 million ad campaign dubbed “Me.” The effort uses print, TV, and the Internet to promote new lines including luxury ($1,000-plus) timepieces.

The “Me” campaign uses photos of attractive young adults in relaxed surroundings looking directly at the viewer. The ads, which include a picture of a watch, pose the question, “Is It You?”

The campaign promotes several watches priced at more than $1,000 as well as four Elite collections: Coutura ($350–$850); Premier, a top-selling European collection making its U.S. debut ($575–$1,350); Sportura precision sports chronographs ($650–$5,700); and the new Velatura line with Kinetic Direct Drive ($725–$1,195). The print effort began in September, and the TV ads premiered before Thanksgiving.