About CEI

Proudly American Owned & Operated | Family Owned Since 1988

At CEI, timing is more than just measuring seconds. It's about helping athletes improve, coaches succeed, and communities grow through sports.

Founded in 1988 by Gordon R. Craig and Merrilee L. Craig, Craig Enterprises, Inc. (CEI) is a proudly American-owned and operated family business based in Southern California. Across five decades, we have dedicated ourselves to providing reliable, innovative, and affordable athletic timing and measurement products to customers across the United States and beyond.

What began as the entrepreneurial vision of Gordon and Merrilee Craig has grown into a third-generation family-owned company, continuing the values, dedication, and commitment to excellence established by its founders.

As the company behind ULTRAK and U.S. distributor of SEIKO athletic timing products, we proudly serve coaches, schools, athletic programs, sporting goods dealers, and organizations that depend on precision, reliability, and performance.

Our Mission

To advance athletics through reliable timing technology, responsible coaching, and a commitment to the safety and development of young athletes.

We believe every athlete deserves the opportunity to compete, improve, and enjoy sports in a safe and supportive environment.

Our mission extends beyond the products we sell. We want to help make a meaningful difference in the sports and communities we serve.

ULTRAK: Everyday Timing. Extraordinary Possibilities.

In 1987, Gordon R. Craig had recently retired from his career as an executive at ARCO and was ready to pursue a lifelong dream: building his own import and export business.

Following a trip to South Korea, Gordon began importing heart rate monitors to introduce to the American market. It wasn't long before he recognized a much larger opportunity in athletic timing and measurement equipment.

With stopwatches at the forefront of the company's early offerings, Gordon and Merrilee began building what would become one of the most recognizable timing brands: ULTRAK.

Nearly four decades later, ULTRAK has grown far beyond the expectations its founders could have imagined. From school physical education departments and local recreation leagues to collegiate athletic programs and professional sports organizations, ULTRAK products have found their place throughout American athletics.

What began as a stopwatch business has evolved into a comprehensive athletic timing and measurement brand, offering an expanding range of solutions:

• Economy and Professional Stopwatches — From basic classroom timing to advanced multi-memory coaching instruments.

• Printing Stopwatches and Multi-Lane Timing Systems — Specialized equipment for competitive events, training, and detailed performance analysis.

• LED Display Timers, Segment Timers, and Magnetic HIIT Timers — Versatile timing solutions for training facilities, athletic programs, and fitness professionals.

• Portable Multi-Sport Scoreboards and Shot Clocks — Accessible scoring and game-management technology for schools, leagues, and sports facilities.

• Electronic Race Starters, Electronic Whistles, and Megaphones — Essential tools for coaches, officials, and athletic event organizers.

• Digital Measuring Wheels — Dependable measurement equipment for athletic field preparation, facilities, and everyday applications.

• General-Purpose Timers — Practical timing solutions extending beyond athletics into education, industry, and daily life.

We take tremendous pride in how ULTRAK has developed, but even greater pride in where it is headed.

At ULTRAK, innovation starts with listening.

We work directly with coaches, teachers, athletic directors, officials, and business partners to understand the challenges they encounter and identify the solutions that are missing from today's marketplace.

Rather than simply following industry trends, we believe in helping shape the future of athletic timing through practical innovation, thoughtful product development, and a willingness to turn our customers' ideas into reality.

As we approach our 40th anniversary in 2028, we look forward to continuing the journey Gordon and Merrilee began, bringing new technologies, new products, and new possibilities to the athletic community.

The first 40 years built our foundation. The next 40 will define our future.

SEIKO Athletic Timing: The Definition of Elite Precision.

Some names in sports are synonymous with excellence. In the world of precision timekeeping, SEIKO stands among the most respected.

Founded in Japan in 1881, SEIKO has built a reputation for engineering excellence, innovation, and exceptional precision. Its contributions to sports timekeeping have helped shape the way athletic performance is measured, recorded, and celebrated around the world.

From the smallest fractions of a second to the defining moments of international competition, SEIKO's history reflects an extraordinary commitment to accuracy.

A Legacy of World-Class Sports Timing

SEIKO's association with international sporting competition stretches back generations, including its historic role as Official Timekeeper of the 1964 Tokyo Olympic Games.

That milestone helped establish SEIKO as an innovator in modern sports timing technology and demonstrated the importance of precise, dependable measurement at the highest levels of competition.

Over the decades, SEIKO has continued developing timing technologies and equipment for a wide variety of athletic disciplines, including track and field, swimming, and other competitive sports.

Its heritage encompasses professional stopwatch technology, precision timing instruments, electronic timing systems, and specialized equipment designed for demanding competitive environments.

When every hundredth of a second matters, precision is not a luxury. It is essential.

CEI & SEIKO: Bringing Japanese Precision to American Athletics

In the early 2000s, CEI established a relationship with SEIKO that would become one of the most significant milestones in our company's history.

CEI became the exclusive United States distributor of SEIKO athletic stopwatches, bringing one of the world's most respected names in timekeeping to American coaches, athletic programs, schools, sporting goods dealers, and professional organizations.

The relationship brought together two complementary strengths: SEIKO's legendary Japanese engineering and CEI's established distribution network, industry knowledge, customer relationships, and commitment to personal service.

For CEI, representing SEIKO is more than distributing premium equipment. It is a responsibility to uphold the standards of quality, dependability, and precision that generations of athletes and timing professionals have come to expect from the SEIKO name.

Professional Timing Equipment for Demanding Applications

Through CEI, American customers have access to a specialized selection of SEIKO athletic timing and sports equipment, including:

• Professional Digital Stopwatches — High-precision instruments for coaches, officials, trainers, and athletic professionals.

• Printing Stopwatches and Timing Systems — Advanced solutions that help document lap times, split times, and competitive performances.

• Swimming and Track Timing Equipment — Specialized products developed for training, competition, and athletic performance measurement.

• Basketball Shot Clocks and Game Timers — Professional equipment supporting accurate and consistent game management.

• Athletic Timing Accessories and Support Equipment — Specialized accessories designed to complement SEIKO's professional timing products.

Whether used at a local high school, collegiate athletic facility, professional training environment, or championship event, SEIKO products are designed for individuals and organizations that demand a high standard of performance.

Two Brands. One Commitment to Excellence.

We are proud to offer both ULTRAK and SEIKO because each brand serves an important role in the athletic community.

ULTRAK represents accessibility, versatility, and continuous innovation, providing practical timing solutions across an increasingly broad range of sports and applications.

SEIKO represents premium precision, engineering heritage, and world-class performance, serving customers whose timing requirements demand exceptional reliability and specialized functionality.

Together, these brands allow CEI to support the full spectrum of athletic timing needs, from a student's first stopwatch to sophisticated equipment used in competitive sports.

As SEIKO's American distribution partner, we remain committed to preserving the reputation of this prestigious brand while ensuring that customers throughout the United States receive the knowledge, service, and support they deserve.

Two remarkable brands. Two distinct histories. One shared dedication to precision and performance.

Our Commitment to Youth Athletics

Protecting Young Arms — Responsible Pitch Counts

One of our most important initiatives is promoting responsible pitch-count monitoring in youth baseball.

Young pitchers are still developing, and monitoring their workloads is an important part of helping reduce the risk of overuse injuries.

We believe coaches, leagues, and parents should have access to the knowledge and tools needed to monitor pitch counts, follow appropriate rest guidelines, and put player health ahead of winning at all costs.

Through ULTRAK timing and pitch-count products, we aim to support greater awareness of responsible pitching practices and encourage a culture where protecting young athletes always comes first.

Our goal is simple: Protect Their Arms. Preserve Their Futures.

Family Owned. American Operated. Built on Relationships.

Since 1988, CEI has remained committed to the principles that built our company: integrity, reliability, personal service, and long-term relationships.

Today, as a third-generation family business, we take great pride in continuing the vision of Gordon and Merrilee Craig while preparing CEI for its next chapter.

We recognize that our success has always depended on the trust of our customers, dealers, suppliers, and athletic organizations. Many of these relationships have developed over decades, and we never take that loyalty for granted.

As an independent American-owned and operated business, we remain committed to providing the level of personal attention, responsiveness, and care that has defined CEI since its earliest days.

From developing innovative products to supporting coaches and promoting safer youth athletics, our goal is to leave a lasting, positive impact on the communities we serve.

We are proud of our history, excited about our future, and grateful to everyone who has been part of our journey.

Thank you for supporting an American family business.

Every Second Counts. Every Score Matters.

Craig Enterprises, Inc. 

Proudly American Owned & Operated Since 1988.