Seiko x Pepsi: a watchmaking collaboration in Paris

The Seiko 5 Sports x Pepsi watch arrives in Paris with pop accents and a nod to watchmaking history. An accessible model at the crossroads of cult and modern.

One of the most talked-about watch launches this autumn: the collaboration between Seiko and Pepsi. Until now, the “Pepsi” moniker had been reserved for Rolex collectors, but now the Japanese brand is making it official, while paying homage to the history of watchmaking. The result? Two automatic watches that question the very notion of legend… and appeal to a new generation.

The Seiko 5 Sports x Pepsi SSK047 and SRPL99 take up the codes of the “Pepsi” design: two-tone red and blue bezel, references to the Rolex GMT-Master II, but also a strong personality. The SSK047 (42.5 mm) has a contemporary look: blackened case, red GMT hand, Pepsi-branded silicone strap and 4R34 automatic caliber. The more vintage SRPL99 (38 mm) features a steel case, silver dial and 4R36 day-date movement. Two different approaches, one and the same objective: to democratize access to mechanical watches.

When Seiko defies Swiss tradition

This launch did not come out of nowhere. Since the 1970s, Seiko has played a leading role in technological revolutions in watchmaking, notably with the Seiko Astron, the first quartz watch. Today, the brand continues to combine mechanical expertise and pop culture spirit, opening up to strategic partnerships with worlds as diverse as manga and sport.

An icon for Gen Z

With an estimated retail price of around €400 to €500, these two models are clearly aimed at a young target audience. Gen Z will see them as a good way to enter the world of automatic watches, with a product that ticks all the boxes: recognizable design, affordable price, and anchoring in global culture. The edition is limited to 7,000 pieces of each model worldwide, available from September 1, 2025.

Paris, a strategic market for Seiko

And Paris? The French capital is a major focus of Seiko’s European strategy. With almost 500 points of sale in France, including five direct boutiques, the brand is asserting its presence in the high-end market. The flagship store on rue Bonaparte, in the 6th arrondissement, illustrates this ambition. It is the first store to open outside Japan, demonstrating the importance the brand attaches to the Parisian public.

Things to remember

Behind the Pepsi color lies a real strategy. Seiko is making a watchmaking myth official, while at the same time making it universal and accessible. The approach is pragmatically appealing: produce a cult product at a low price, to win the loyalty of a new generation of customers. A bit like McDonald’s applying its recipes to luxury.

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