Seiko 5 Sports x Pepsi

In the sphere of brand collaborations, some partnerships emerge that feel both surprising and yet perfectly logical. The announcement of a joint venture between the Japanese watchmaking giant Seiko and the American beverage icon Pepsi falls squarely into this category. This isn't merely a slapping of one logo onto another's product; it is a carefully considered fusion of two entities that, despite operating in entirely different industries, have trod parallel paths of cultural significance and enduring appeal for over a century. Both Seiko and Pepsi have cemented themselves as mainstays, beloved across generations and consistently reinventing themselves to remain relevant, particularly with younger demographics. This shared ethos of honoring tradition while boldly stepping into the future is the foundation upon which the new Seiko 5 Sports x Pepsi Limited Edition watches are built.

The story of Seiko is one of relentless innovation and a deep-seated commitment to quality. Founded in 1881 by Kintaro Hattori in Tokyo, the company began as a watch and clock repair shop before evolving into a formidable manufacturing power. Seiko has been responsible for numerous horological firsts, including Japan's first wristwatch, the Laurel, in 1913, and, most famously, the world's first quartz watch, the Astron, in 1969. This latter invention triggered the "quartz crisis," fundamentally altering the landscape of the global watch industry and demonstrating Seiko's capacity for disruptive innovation. Yet, amidst these high-tech achievements, Seiko has always maintained a strong portfolio of accessible, reliable mechanical timepieces.



Perhaps no line better exemplifies this commitment than the Seiko 5 Sports. Introduced in 1963 with the Sportmatic 5, the "5" represented a promise of five key attributes present in every model: an automatic movement, a day and date display housed in a single window, significant water resistance, a recessed crown at the 4 o'clock position for comfort, and a durable case and bracelet. For decades, the Seiko 5 Sports line has served as a gateway for countless individuals entering the world of mechanical watches, offering robust performance and classic design at a price point that doesn't intimidate newcomers. It is this legacy of dependable, stylish utility that serves as the canvas for the new collaboration.

Parallel to Seiko's rise in watchmaking, Pepsi was carving out its own monumental legacy in consumer culture. Born in a North Carolina pharmacy in 1893, what began as "Brad's Drink" was rebranded as Pepsi-Cola in 1898 and quickly grew into a global phenomenon. More than just a beverage, Pepsi became an integral part of the cultural fabric, particularly through its savvy marketing and advertising. The brand has always positioned itself as the choice of the new generation, embracing youth culture, music, and sports to create a dynamic and energetic identity. Its logo, a simple script in its early days, has evolved through numerous iterations, with the red, white, and blue globe becoming one of the most recognizable symbols in the world.

The evolution of the Pepsi logo is a story in itself, mirroring the changing tastes and aesthetics of the times. The brand has never been afraid to be bold and innovative with its visual identity, a trait that continues to resonate with consumers today. It's this history of cultural immersion and design evolution that provides the aesthetic inspiration for the collaboration. The project stems from a mutual respect between the two brands, an acknowledgment that both have built something lasting and meaningful by staying true to their roots while continuously adapting to the present. This shared spirit brings a unique authenticity to the collaboration, making it more than a simple exercise in co-branding.

The first of the two models, the SRPL99, is a direct homage to a specific era of pop culture cool: the 1990s. This watch captures the retro spirit of the decade, a time when the Pepsi logo featured a distinct and memorable typeface. The design blends this nostalgic element with a contemporary sensibility, resulting in a watch that feels both familiar and fresh. It is a piece designed to evoke a sense of vibrant history, drawing its core color palette of blue, white, and red directly from the Pepsi branding of that period.



Visually, the SRPL99 is crisp and inviting. It is built around a versatile, mid-sized 38mm stainless steel case that is designed for broad appeal, fitting comfortably on a wide variety of wrist sizes. The dial is the main stage for the collaboration's retro theme. It features a clean, silver-toned white surface that serves as a perfect backdrop for the applied indices. These hour markers are generously filled with LumiBrite for low-light visibility and are framed in a sharp blue, providing excellent contrast and a pop of color that immediately draws the eye. The hands, classic Seiko 5 Sports shapes, are similarly treated, ensuring legibility at a glance.

The defining feature of the dial, however, sits at the 6 o'clock position. Here, the word "PEPSI" is printed in the exact typeface and proportions of the logo used throughout the 1990s. This isn't just a generic font; it is a faithful reproduction that acts as a direct link to the cultural identity of that time. This small but significant detail elevates the watch, giving it a layer of authenticity that fans of the era will immediately recognize and appreciate. It is a clear nod to the heritage that inspired the entire project.

Encircling the dial is the quintessential "Pepsi" bezel, a hallmark of dive-style watches. The rotating bezel is split into two colors: the segment from the 0 to 20-minute mark is rendered in a rich blue, while the portion from 20 to 60 is a vibrant red. This classic color combination not only reinforces the theme but also adds a significant degree of visual punch to the watch. The bezel is inlaid with a Hardlex crystal insert, providing a glossy finish and durability. The combination of the white dial, blue-framed indices, and the red-and-blue bezel creates a cohesive and striking aesthetic that is undeniably fun and stylish.

The case of the SRPL99 measures 38.0mm in diameter, with a thickness of 12.1mm and a compact lug-to-lug distance of 44.2mm. These dimensions contribute to its excellent wearability, allowing it to sit neatly on the wrist without feeling overwhelming. The case is crafted from stainless steel with fine brushing on its top surfaces and polishing along the sides, providing a pleasing interplay of finishes. As is tradition with the Seiko 5 Sports line, the crown is positioned at 4 o'clock, which prevents it from digging into the back of the wearer's hand and enhances overall comfort.



At the heart of the SRPL99 beats Seiko's Caliber 4R36. This movement is a well-regarded workhorse within Seiko's lineup, known for its reliability and robustness. It is an automatic movement, meaning it is powered by the motion of the wearer's wrist, but it also includes the practical feature of manual winding. The Caliber 4R36 operates at 21,600 vibrations per hour and offers a power reserve of approximately 41 hours. It contains 24 jewels to reduce friction and wear on critical components. Furthermore, it features a stop-second, or "hacking," function, which allows the second hand to be stopped for precise time-setting, along with the classic day and date complication displayed in a window at 3 o'clock.

The SRPL99 is presented on a solid stainless steel three-link bracelet that complements the sporty nature of the case. The bracelet tapers from the 20mm lugs to the clasp, ensuring a comfortable fit. It secures to the wrist with a three-fold clasp that features a push-button release mechanism and an additional secure lock, providing peace of mind during active wear. The watch is rated for 10 bar of water resistance, making it suitable for swimming and snorkeling, and has a magnetic resistance of 4,800 A/m.

The second watch in the collaboration, the SSK047, takes a different approach. While the SRPL99 looks to the past, the SSK047 is inspired by the modern Pepsi logo and aesthetic, presenting a bolder and more functionally complex timepiece. Its design language is dictated by a sleek blue and black color scheme, a combination that reflects the current branding direction of Pepsi, which was developed in partnership with the PepsiCo Design & Innovation team. This model is larger, more assertive, and equipped with a complication that appeals to travelers and watch aficionados alike.

This model is housed in a substantial 42.5mm stainless steel case that has been treated with a hard coating, giving it a dark, stealthy appearance. With a thickness of 13.6mm and a lug-to-lug measurement of 46.0mm, the SSK047 makes a strong statement on the wrist. It is designed for those who prefer a watch with more presence. The defining functional upgrade of this model is its GMT capability, powered by the Caliber 4R34 movement. This allows the watch to display two time zones simultaneously, an incredibly useful feature for anyone who frequently travels or communicates across different regions.



The dial of the SSK047 is a deep, glossy black, which provides a dramatic canvas for the hands and indices. The hour markers are large and filled with LumiBrite, ensuring maximum visibility. The key addition is the prominent 24-hour hand, finished in a bright red for instant differentiation. This hand points to the 24-hour scale on the fixed bezel, indicating the time in a second time zone. The bezel itself is a two-tone affair, split between blue for the nighttime hours (18:00 to 6:00) and black for the daytime hours (6:00 to 18:00), providing an intuitive at-a-glance reading of AM/PM in the second time zone.

Powering the SSK047 is the Caliber 4R34, a relatively new and highly popular movement in Seiko's lineup. It shares the same robust architecture as the 4R36—including automatic winding with manual-wind capability, a 41-hour power reserve, 24 jewels, and a hacking function—but integrates the "true" GMT complication. This allows the user to independently set the main 12-hour hand to local time in one-hour jumps without stopping the watch, while the 24-hour hand continues to track home time. This level of functionality is typically found in much more expensive watches, making the SSK047 a remarkable value proposition.

A significant and unique feature of the SSK047 is its strap. It marks the first time a model from the popular SKX-series GMT line has been offered on a silicone strap. This choice enhances the modern, sporty character of the watch. The black silicone strap is not a standard-issue component; it has been specially designed for this collaboration. The 12 o'clock side of the strap has the word "PEPSI" deeply embossed into the material, while the tip of the 6 o'clock side features the modern circular Pepsi globe logo. These details add a layer of custom character and tactile interest to the watch, distinguishing it further from standard models. The distance between the lugs is 22mm, accommodating a wide range of aftermarket strap options as well.

Both the SRPL99 and the SSK047 are limited edition releases, adding an element of exclusivity to the collaboration. Each model is limited to a production run of 7,000 pieces worldwide. To further underscore their special nature, both watches feature a see-through screw-down case back. This exhibition window, made from Hardlex crystal, allows a view of the automatic movement in action. Printed directly on the center of the crystal is the iconic Pepsi globe logo. The steel portion of the case back is engraved with the words "LIMITED EDITION" and a unique serial number for each individual watch, confirming its status as a collectible piece.



The presentation of these watches is just as thoughtfully executed as their design. Breaking from the standard Seiko box, each timepiece comes in a special container designed to look like a Pepsi can. This playful and creative packaging decision enhances the overall experience, turning the unboxing into a memorable event and creating a display piece that is a collector's item in its own right. It’s a final, celebratory touch that perfectly encapsulates the fun and culturally resonant spirit of the entire project.

Both the Seiko 5 Sports x Pepsi Limited Edition SRPL99 and SSK047 are slated for release in September 2025. The retro-inspired SRPL99 will be priced at €380, while the modern GMT model, the SSK047, will be priced at €540. Given the popularity of both brands, the limited nature of the release, and the unique design attributes of each piece, they are expected to be highly sought-after by watch collectors, pop culture enthusiasts, and anyone looking for a distinctive and meaningful timepiece with a great story behind it.

Seiko 5 Sports x Pepsi SRPL99

Case: Stainless steel; 38.0mm diameter x 12.1mm thickness; 44.2mm lug-to-lug; Hardlex crystal; 10 bar water resistance; 4,800 A/m magnetic resistance; See-through & screw case back.

Movement: Caliber 4R36; Automatic with manual winding; Approx. 41-hour power reserve; 24 jewels; Stop second hand function; Day/Date display.

Dial: Silver-toned white with blue-framed indexes; 1990s Pepsi logo at 6 o'clock; LumiBrite on hands, indexes, and bezel.

Strap: Stainless steel bracelet; 20mm lug width; Three-fold clasp with push button release and secure lock.

Price: €380

Reference Number: SRPL99

Notes: Limited edition of 7,000 pieces available September 2025. Features a retro design inspired by the 1990s Pepsi logo and comes in a Pepsi-can-inspired container.



Seiko 5 Sports x Pepsi SSK047

Case: Stainless steel with hard coating; 42.5mm diameter x 13.6mm thickness; 46.0mm lug-to-lug; Hardlex crystal; 10 bar water resistance; 4,800 A/m magnetic resistance; See-through & screw case back.

Movement: Caliber 4R34; Automatic with manual winding; Approx. 41-hour power reserve; 24 jewels; Stop second hand function; 24-hour GMT hand.

Dial: Black with blue and black bezel; LumiBrite on hands and indexes.

Strap: Silicone; 22mm lug width; Embossed with "PEPSI" and Pepsi logo details.

Price: €540

Reference Number: SSK047

Notes: Limited edition of 7,000 pieces available September 2025. The first SKX-series GMT to feature a silicone strap. Comes in a Pepsi-can-inspired container.