Rolex's long-standing dominance takes a hit as Seiko triumphs with an authentic Pepsi partnership
In a groundbreaking move, Japanese watchmaker Seiko and global beverage giant PepsiCo have joined forces to create a limited-edition collection of Seiko 5 Sports watches. This partnership marks Seiko's first official collaboration with PepsiCo, formalising a long-standing informal association between the watch brand and the iconic cola company.
The collaboration pays homage to the popular 'Pepsi' bezel style, a red-and-blue colour scheme on watch bezels, reminiscent of Pepsi's logo colours. The term 'Pepsi' bezel was first used in the watch community in the 1990s, with Seiko's SKX series watches, where fans gave the red and blue bezel the nickname "Pepsi" due to its resemblance, although no official collaboration existed previously.
The collection consists of two limited-edition models, each capped at 7,000 pieces:
- The SRPL99, a 38mm steel diver, features the vintage '90s Pepsi logo on a silver-white dial with a red and blue bezel. Powered by the Seiko caliber 4R36 automatic movement, this watch is a tribute to the iconic red and blue bezel heritage in Seiko watches.
- The SSK047, a larger 42.5mm GMT model, boasts a modern black-coated case and a black dial with a red and blue bi-directional bezel indicating day and night for its GMT function. Powered by the Seiko 4R34 GMT automatic movement, this watch introduces the first use of a black silicone strap on any SKX GMT model, adding a modern touch.
Both watches exhibit Pepsi branding prominently, not just on the bezel but also on the dial and caseback, and are delivered in special packaging designed like Pepsi cans, underscoring the collaboration's thematic depth.
This partnership is significant as it brings an informal collector nickname and popular design into an official branded collaboration between a historic watchmaker and a major global beverage company. The collaboration offers fans a collectible product that celebrates both Seiko’s dive watch legacy and Pepsi’s iconic branding.
The SSK047 GMT watch is available for pre-order now through Seiko's boutique and international sites, with deliveries scheduled for September. The SRPL99 diver and SSK047 GMT watches arrive in custom Pepsi packaging housed in tins made to look like soda cans.
[References] [1] Hodinkee. (2025). Seiko and PepsiCo Announce Limited-Edition Collaboration. [Online] Available at: https://www.hodinkee.com/articles/seiko-pepsi-collaboration [2] Fratello Watches. (2025). Seiko and PepsiCo Collaboration: Two Limited-Edition Seiko 5 Sports Watches. [Online] Available at: https://www.fratellowatches.com/seiko-pepsi-collaboration-limited-edition-seiko-5-sports-watches/ [3] WatchPro. (2025). Seiko and PepsiCo Unveil Limited-Edition Seiko 5 Sports Watches. [Online] Available at: https://www.watchpro.com/news/seiko-pepsico-unveil-limited-edition-seiko-5-sports-watches/ [4] Time and Tide Watches. (2025). Seiko and PepsiCo Announce Limited-Edition Collaboration. [Online] Available at: https://timeandtidewatches.com/news/seiko-pepsi-collaboration/ [5] A Blog to Watch. (2025). Seiko and PepsiCo Announce Limited-Edition Collaboration. [Online] Available at: https://ablogtowatch.com/seiko-pepsi-collaboration-limited-edition-seiko-5-sports-watches/
- This collaboration between Seiko and PepsiCo extends beyond watches, showcasing a fusion of watches, wearables, and other technology, as they redefine the concept of collector's items.
- With the launch of these limited-edition Seiko 5 Sports watches, Seiko's style and PepsiCo's branding have merged, transforming gadgets not just into accessories but into statements of this unique partnership.
