Yes, the Seiko 5 x Pepsi Watch Collab Is Real (and It’s Only £330)
This limited drop has serious fizz and collector flavour!
Pop culture and watches have been having a full-fat moment on Esquire.
First, we revisited the unlikely legend of the Domino’s Rolex – a corporate-branded Air-King given to high-performing pizza franchisees in the 1980s, now a five-figure collector’s item.
Then we caught up with seconde/seconde/, the cult French artist behind the Timex IYKYK series, known for his tongue-in-cheek takes on iconic watch-world nicknames like “Hulk,” “Batman,” and “Pepsi”.
His playful designs pay homage to legendary Rolex models, with “Pepsi” referencing the red-and-blue bezel of the GMT-Master – one of the most recognisable colourways in watch history.
“You wear one,” he told us, “and it makes you smile.”
But “Pepsi” doesn’t belong to Rolex alone.
For many collectors, the nickname also applies to Seiko – specifically the cult-loved 1990s SKX dive watches, whose own red-and-blue bezels made them a fan favourite in their own right.
Now, Seiko has answered that invitation – with an actual Pepsi collab.
The Seiko 5 Sports x Pepsi collaboration marks the brand’s first authorised partnership with the sugary drinks giant.
Two limited-edition watches – 7,000 pieces of each – blend collector lore with fizzy brand heritage, right down to the packaging.
The all-black 42.5mm GMT (ref. SSK007) pairs a black dial with a bi-directional red-and-blue bezel, the modern Pepsi logo at 6 o’clock, and a black silicone strap – a first for any Seiko 5 GMT.
Meanwhile, the 38mm Silverwhite model (ref. SRPJ99) throws back to the classic 90s SKX aesthetic, with the original Pepsi logo on the dial and a brushed steel bracelet to match.
Both watches feature display casebacks with logo and edition number, and arrive in limited-edition cans – one modern, one retro. The Seiko 5 line, launched in 1963, has always stood for affordable mechanical reliability – combining in-house movements, sporty looks and everyday durability.
Now this new collab adds a dash of pop culture fizz.
Available to pre-order from August 5, at seikoboutique.co.uk.
The watches are priced £330 (ref. SRPJ99) and £470 (ref.SSK007).
Crack one open before they're gone.
For more information on licensing opportunities with Pepsi, visit https://imglicensing.com/brands/pepsi/