Seiko 5 Sports shakes up time with retro Pepsi collab

Global icons Seiko 5 Sports and PepsiCo have teamed up for their first-ever collaboration, delivering a limited edition watch collection that perfectly fuses heritage, style, and pop culture nostalgia.

Though they come from different worlds — Seiko from watchmaking and Pepsi from refreshment — both brands share a unique connection with younger audiences and a commitment to honouring tradition while embracing the future. This shared spirit forms the foundation of the Seiko 5 Sports x Pepsi collaboration, celebrating decades of cultural influence and timeless style.

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Inspired by Pepsi’s iconic logos from the 1990s, the collection features two standout models that blend retro vibes with modern craftsmanship. The first boasts a versatile 38mm case, paired with a silver-toned white dial framed in Pepsi’s signature blue and accented with the original 1990s Pepsi typeface at the 6 o’clock mark. The result is a fresh, vibrant look that’s both nostalgic and wearable for today’s lifestyles.

To announce the limited edition drop, Seiko 5 Sports popped a vibrant social video on its Instagram, featuring the watches shimmering against a lively, fizzy Pepsi backdrop.

For those who prefer a bolder statement, the 42mm GMT model features a striking blue-and-black colour scheme developed in partnership with PepsiCo’s Design & Innovation team. Powered by Seiko’s Calibre 4R34 movement, it offers a GMT function that lets wearers track two time zones simultaneously. This model is also the first in Seiko’s SKX-series GMT range to debut a silicone strap, embossed with “PEPSI” and featuring the Pepsi logo, adding character and comfort.

True collector’s items, both watches come packaged in Pepsi-can-inspired containers and sport a see-through case back etched with the Pepsi logo, “LIMITED EDITION” text, and a unique serial number. These thoughtful details underscore the collaboration’s blend of craftsmanship and pop culture flair.

Prior to this collaboration, Seiko 5 Sports has also partnered up with the likes of HUF, a global skateboarding, streetwear and sneaker brand founded by Keith Hufnagel. Together, the two brands released a limited-edition model inspired by the heritage of a late-1960s 5 Sports design. 

Previously, the watch brand has also teamed up with Denham, Yuto Horigome, Bruce Lee and Honda for limited-edition drops.

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