Pop Culture: Seiko Unveils a More Official “Pepsi”
While unofficial soda nicknames have been part and parcel with watch culture for decades, the soft drink producer’s collaboration with watchmaker Seiko on two new limited edition Seiko 5 Sports models gives aficionados new options that “hit the spot.”
By Mike Espindle
Executive Editor
One of the reasons nicknaming certain watches after popular sodas is so natural is because the branding of refreshing soft drinks is so globally iconic. Sometimes, two colors placed together on a watch bezel instantly remind us of something everyone already knows, making the tiny leap to associate it with a frosty can of soda easy and delightfully.
While Rolex’s bezel work has been the most closely associated with this practice over the years – the red-and-black “Coke,” the brown-and-black “Root Beer,” the green-and-black “Sprite” – these nicknames often become more generic across the watch industry. So, even though the red-and-blue bezels on the GMT Master and GMT-Master II models were originally designed to help pilots differentiate between day and night hours in a second time zone, the nickname “Pepsi” stuck and has been used to refer to really any watch with a bezel sharing the two colors.
In the spirit of making something unofficial more official, and without excising the inherent pop culture fun of the whole concept, Japanese watchmaker Seiko recently unveiled two new models created in close collaboration with PepsiCo. Will they become “the choice of a new generation”? Ever since the soda maker began producing its bubbly refreshing drink in 1893 (originally under the unexciting name of “Brad’s Drink” in North Carolina; it was renamed Pepsi-Cola in 1898, then shortened to just Pepsi in 1961) its formulation hasn’t changed much, but its ongoing marketing, constant advertising, mind-worm jingles, catchy slogans, and alluring product design has constantly evolved.
Nevertheless, this had all added up to nothing short of a pretty permanent impression in the minds of multiple generations of cola-drinkers.
Retro Appeal
Picking up the red, blue, and white Pepsi colorway approach from the 1990s, our first cool watch sip, the Seiko 5 Sports x Pepsi SRPL99, marries the heritage nature of the 38mm steel sports/dive watch and the iconic period logo. The red of the bezel rides along to the critical 20-minute indication, with blue taking over the arc, all framing a silver-toned white dial.
The expected Seiko and stylized “5” logos are right where they should be, under 12 o’clock, as well as the customary “Automatic” script badging above 6 o’clock. But, right under the dial center, you’ll spot the slightly italicized, 1990s-era Pepsi logo. An understated, deft addition that speaks directly to the official nature of the collaboration.
Based on the 41-hour power reserve 4R36 automatic (with manual winding feature) movement, and with a steel bracelet, 4 o’clock crown position, and 10 bar water resistance rating, this “Pepsi” remains as faithful to its horological intent as it is to honoring the refreshing beverage.
A Drink for Today
Pepsi’s updated colorway is a dramatic mix of the signature red and blue, with a prominent dose of black covering most of the can. The new 42mm Seiko 5 Sports x Pepsi SSK047, well, really looks like a Pepsi can.
A deep black silicone strap, the first silicone strap used on an SKX line GMT watch, is embossed with the word “Pepsi” running out of the top and with the soda’s circular logo at the opposite tip. This joins with a stealthy black-coated stainless steel case and inky dial color to deliver the “can” impression. The bezel is split fifty-fifty between red and black on this model, making the color relationship even more exact to the soda product itself.
The 4R34 automatic movement carries the same power reserve as the Pepsi sibling above, but also brings a second-time zone GMT function to the package. With a similar depth rating, the overall design of the SSK047 presents a more technical feel; however, by using the black color, Seiko designers have created a more discreet, sophisticated execution.
This time, the badging includes a red GMT message above 6’clock with an updated, straight-up-and-down font for the white Pepsi logo near the dial center.
Pepsi’s current slogan, which is only starting to catch on, is “Thirty for More.” If, perhaps, these two new timepieces represent just a first start to the collaboration, those words could echo the sentiments of many watch fans, too.
Share a Can, or Two
Each of the limited editions features period-appropriate transparent case backs: a simple red/blue yin/yang design on the SRPL99 and a darkened, modern Pepsi logo on the SSK047.
Both are limited to 7,000 editions, and, on the fun side, both are presented in period “soda cans” as boxes. The 1990s inspired 38mm Seiko 5 lists for $395, while the 43mm GMT-equipped black model goes for $550. Both are available via the brand’s retailers and the Seiko website as you read this.