Universal won the account after a five-way pitch and its appointment takes effect from next month. The account was previously held by Zenith Media.
Universal will work for Seiko across 17 markets in Europe, the Middle East and Africa. In some markets, Seiko's local offices will also work with Universal on their media activity. However while Seiko Europe activity in the UK will be handled by Universal, the UK incumbent, BJK&E Media, will continue to handle local media planning and buying through its relationship with Seiko UK.
The new media arrangements reflect Seiko's creative agency relationships.
Last year Seiko appointed Interfocus to a new creative account covering all Seiko brands in Europe, but Seiko also uses local creative agencies in certain markets.
John Armstrong, the Universal McCann director of business development for the EMEA region, said: "Our investment in strategic communication planning was key to us winning against strong competition, and we look forward to building insight-led connections between Seiko and its customers."
The watch manufacturer spent £3.7 million in the UK last year on the Seiko and Pulsar brands, with £2.8 million on Seiko lines including Kenetic watches and Premium watches, and £900,000 on Pulsar products such as Pulsar Kenetic. The media strategy for both brands was concentrated entirely on press advertising activity.