Launch Date: September 5, 2025
Editions: Stainless Steel (SRPL99) and Black Rubber Strap GMT
A Watch Nickname Becomes Reality
In the world of watch collecting, nicknames often take on a life of their own. A single bezel color combination can define how enthusiasts refer to a model for decades. Think of Rolex’s “Hulk” Submariner in bright green, the “Batman” GMT-Master II in blue and black, or the timeless “Pepsi” GMT-Master II, named for its red-and-blue bezel.
Seiko has long borrowed this playful tradition with its affordable Seiko 5 Sports “Pepsi” models, giving fans of horology an accessible entry point into the colorful world of bezel nicknames.
But in 2025, the “Pepsi” designation finally goes literal. For the first time, Pepsi and Seiko are collaborating officially to create a collection that blends watchmaking heritage with pop culture nostalgia. Launching September 5, the Seiko x Pepsi 5 Sports collaboration is a bold statement in design, branding, and collectibility.
Why “Pepsi Watches” Are a Big Deal
Before diving into the new releases, it’s worth understanding why the red-and-blue bezel matters so much in watch history:
- Rolex GMT-Master II “Pepsi”: The original mid-century pilot’s watch with red-and-blue bezel insert for day/night legibility.
- Cultural Recognition: Even outside watch circles, the “Pepsi” bezel is instantly recognizable.
- Seiko’s Take: Over the years, Seiko has become a go-to affordable option for enthusiasts wanting a “Pepsi look” without Rolex pricing.
Now, instead of borrowing the name, Seiko has teamed up directly with Pepsi to make it official.
The Two Collector’s Models
Seiko and Pepsi’s collaboration isn’t just about slapping a logo on an existing watch. Each model has been thoughtfully designed to connect Pepsi’s branding with Seiko’s horological DNA.
1. Stainless Steel Edition (SRPL99)
- Case Size: 38mm stainless steel
- Dial: White dial with Pepsi logo at 6 o’clock
- Bezel: Red-and-blue “Pepsi” bezel insert
- Movement: Caliber 4R36 SBSA319
- Features:
- Date display at 3 o’clock
- Seiko logo under the 12 marker
- 4 o’clock crown for ergonomic wear
- Design Inspiration: Seiko describes it as blending the retro spirit of the 1990s with modern design language.
This model is ideal for collectors who prefer a clean, compact, and versatile daily wearer. At 38mm, it sits comfortably on most wrists, bridging the gap between sporty and refined.
2. Black Rubber Strap GMT Edition
- Case Size: 42mm
- Dial: Black dial inspired by Pepsi’s modern logo redesign
- Strap: Black silicone with Pepsi branding at both ends
- Movement: Caliber 4R34 GMT automatic
- Notable First: The first-ever SKX-series GMT with a silicone strap
- Extra Functionality: Dual time zone tracking for travel and versatility
This watch embraces a more sporty and adventurous identity, designed for collectors who want utility along with bold aesthetics.
Key Features Shared Across Both Models
Regardless of which model you pick, both share thoughtful details:
- Limited Editions: Just 7,000 units each worldwide
- Packaging: Each comes in a Pepsi can-inspired box, a clever nod to the collab
- Caseback: Transparent, with unique serial number
- Heritage Meets Pop Culture: Balances Seiko’s tool-watch identity with Pepsi’s global branding
Side-by-Side Comparison
| Feature | Stainless Steel Edition (SRPL99) | Black Rubber Strap GMT Edition |
|---|---|---|
| Case Size | 38mm | 42mm |
| Movement | Caliber 4R36 (automatic) | Caliber 4R34 (automatic GMT) |
| Strap | Stainless steel | Silicone w/ Pepsi logos |
| Dial | White + Pepsi logo at 6 | Black + modern Pepsi styling |
| Bezel | Red-and-blue “Pepsi” | Red-and-blue “Pepsi” |
| Crown | 4 o’clock placement | Standard GMT position |
| Packaging | Pepsi can-style | Pepsi can-style |
| Limited Units | 7,000 | 7,000 |
| Special Detail | 1990s retro spirit | First SKX GMT w/ silicone strap |
Price & Availability
- Retail Pricing: Not officially disclosed yet.
- Standard Seiko “Pepsi” models usually retail under $600.
- Expect higher pricing due to limited edition branding.
- Secondary Market Impact: With only 7,000 units per model, expect prices to rise quickly after release.
- Where to Buy: Available directly from Seiko’s online store starting September 5, 2025.
Why Seiko & Pepsi? A Closer Look at the Partnership
At first glance, a watchmaker + beverage brand collaboration may sound like a gimmick. But Seiko and Pepsi highlight deeper common ground:
- Generational Appeal: Both brands resonate with younger audiences while maintaining legacy status.
- Cultural Relevance: Pepsi is as much a lifestyle symbol as it is a drink. Seiko is the same in the watch world.
- Innovation With Tradition: Each brand balances heritage with modern updates, which this collaboration embodies.
Seiko put it best:
“Seiko 5 Sports and Pepsi evolved in different fields, but they share common values: both are beloved across generations, and both continue to honor tradition while embracing the future.”
Collectibility Factor
Collectors should keep a close eye on this release:
- Limited Runs Drive Scarcity: 7,000 units worldwide is a small number given Seiko’s global fan base.
- Packaging Boosts Value: The Pepsi can packaging is not just playful—it’s memorabilia.
- Movement Variety: Collectors might chase both the time-only automatic and the GMT edition.
- Resale Market Potential: If previous Seiko collabs (like Naruto, Street Fighter, or Honda) are any indication, secondary prices could climb.
Comparing to Other “Pepsi Watches”
To understand the appeal, let’s place this collab against other watches with the “Pepsi” nickname:
| Watch Model | Price Range | Case Size | Notable Feature |
|---|---|---|---|
| Rolex GMT-Master II Pepsi | $11,000–$20,000+ | 40mm | Iconic two-tone bezel |
| Tudor Black Bay GMT Pepsi | $4,000–$5,000 | 41mm | Accessible luxury GMT |
| Seiko 5 Sports Pepsi (non-collab) | $300–$600 | 42mm | Affordable entry-level |
| Seiko x Pepsi Collab | TBD (est. $600–$900) | 38mm & 42mm | Official Pepsi branding + limited editions |
The Seiko x Pepsi release sits at a unique crossroads: official branding + affordability + limited production.
Who Should Buy This Watch?
This collaboration appeals to several groups:
- Seiko Collectors: A must-have for those building out Seiko 5 Sports or SKX collections.
- Pepsi Enthusiasts: A quirky but stylish piece of branded memorabilia.
- Entry-Level Watch Buyers: For under $1,000, it’s a legitimate collector’s edition.
- Travelers: The GMT version is practical for frequent flyers.
- Pop Culture Fans: The packaging alone makes it a conversation starter.
A Playful Yet Serious Collectible
The Seiko x Pepsi collab might sound like a novelty on paper, but the execution shows genuine thought. From the Pepsi logo placements to the functional movements and limited production numbers, Seiko has created something that balances fun branding with serious horology.
When September 5 hits, don’t be surprised if both models sell out within hours. After all, this is more than just a watch—it’s a moment where pop culture, affordability, and horological tradition intersect.
For collectors and casual fans alike, strapping an actual Pepsi watch on your wrist might just be the most fun you’ll have in 2025.
