Seiko introduces the “Seiko 5 Sports × Pepsi” Limited Edition collection, marking the first time the iconic “Pepsi bezel” design—long adopted informally in watchmaking—gains official recognition through a collaboration with PepsiCo. This launch includes two distinct models, each limited to 7,000 pieces and reflecting different eras of the Pepsi brand: the modern, bold GMT variant SSK047, and the retro-infused diver-style SRPL99.
Seiko and Pepsi find unexpected synergy in their shared cultural resonance. Both brands have endured across generations, appealing especially to younger demographics through a blend of heritage and contemporary flair. Seiko’s watchmaking legacy—and Pepsi’s century-plus influence in lifestyle and marketing—come together through two timepieces inspired by bold design and everyday reliability.
These models are not superficial co-brands; they embody a thoughtful fusion of industrial design and pop culture symbolism. The integration includes Pepsi’s logo—both classic and modern—within the dial, bezel, strap, and even the packaging style, making the collaboration both meaningful and distinctive.
1. SRPL99 – Retro Diver with 1990s Pepsi Flair
The SRPL99 channels the aesthetics of 1990s Pepsi branding, pairing a compact 38 mm case with silver-white dial elements inspired by vintage Pepsi can tones. The case maintains Seiko’s robust sports DNA—water resistance to 100 metres, Hardlex crystal, and precise finishing in brushed and polished steel surfaces.
The dial features a sunburst silvery-white finish, framed by applied indices outlined in deep blue, each filled with luminous material for nighttime visibility. A unidirectional red-and-blue bezel crowns the dial; the first 20 minutes are marked in red—a nod to classic diving scale design—while the rest in blue. At 6 o’clock, the retro Pepsi logotype pays direct homage to the soda brand’s past, executed with faithful reproduction of its original proportions.
Inside, Seiko places its in-house Calibre 4R36, offering automatic winding, a day-date calendar, hacking seconds, and a 41-hour power reserve operating at 21,600 vph. The transparent screw-down caseback reveals the movement and features the vintage Pepsi globe logo printed on the crystal, along with a unique serial number and “Limited Edition” text engraved on the steel rim.
The SRPL99 comes fitted with a three-link stainless steel bracelet—a design that blends practicality with a nod to vintage dive watch aesthetics. Packaging heightens the nostalgic experience: each watch arrives in a cylinder styled like a 1990s Pepsi can, transforming unboxing into a collector’s ritual.
2. SSK047 – Modern GMT in Pepsi’s Current Branding
The SSK047 is a bolder, modern take, built on a 42.5 mm SKX-style case coated in bold black for a sleek, contemporary look. A bidirectional red-and-blue GMT bezel allows tracking of a second time zone. The incidence of Pepsi branding here aligns with Pepsi’s current logo: a crisp Pepsi GMT wordmark above 6 o’clock complements the dark dial and black PVD backdrop.
Applied indexes with blue outlines filled with lume and a bright red arrow-tipped GMT hand ensure both legibility and design impact. The watch uses Seiko’s GMT-capable Calibre 4R34—automatic, with hacking seconds, manual winding, and dual-time functionality.
This model introduces the first silicone strap to Seiko’s SKX-series GMT line. Deeply embossed with the “PEPSI” wordmark on one side and a globe logo on the other, the strap adds a tactile, branded dimension. The smoked exhibition caseback mirrors the modern Pepsi theme and displays the movement against the Pepsi branding.
Water-resistant to 100 metres and rated for daily wear, the SSK047 blends technical legitimacy with bold styling. Like the SRPL99, it arrives in packaging shaped like a modern Pepsi can, reinforcing the watch’s identity and collectible nature.
Both watches share core specifications aligned with reliable Seiko 5 Sports characteristics: water resistance of 100 metres, automatic mechanical movements with typical 41-hour reserves, Hardlex crystals, and day-date or GMT functionality.
SRPL99 Technical Highlights
38 mm stainless steel case, 100 m WR, day-date
Calibre 4R36, 41-hour reserve, hacking, 21,600 vph
Unidirectional Pepsi bezel, silver-white dial, retro Pepsi logotype
Stainless steel bracelet, Pepsi-can packaging
SSK047 Technical Highlights
42.5 mm black-coated stainless steel case, 100 m WR, GMT
Calibre 4R34, 41-hour reserve, hacking, 21,600 vph
Bi-directional Pepsi bezel, black dial, modern Pepsi GMT marking
Silicone Pepsi-branded strap, Pepsi-can packaging
Seiko’s choice to officially license Pepsi branding signals recognition of the “Pepsi bezel” cultural meme ingrained in watch communities. What was once a nickname becomes a licensed motif. This legitimization amplifies the watch design’s pop culture connection and positions Seiko as playful yet intentional.
Limiting production to 7,000 pieces each imparts urgency among collectors, enhanced by packaging, branding, and transparent casebacks. September 2025 launch adds a seasonal relevance that promises strong collector interest.
With the Seiko 5 Sports × Pepsi Limited Edition series, Seiko transforms infamously inspired design into an officially branded homage. The SRPL99 and SSK047 exemplify how pop culture and watchmaking merge seamlessly—one celebrating nostalgic branding; the other advancing into modern styling while retaining technical integrity.
Seiko delivers two compelling models that merit attention—both as tributes to cultural heritage and reliable daily mechanical companions. The collaboration proves that design playfulness and horological substance can coexist, offering a compelling choice for enthusiasts and casual fans alike.
