August was a busy month in the watch world, and one that reminded us just how diverse the industry has become. From Casio making headlines with its first-ever automatic watch, to Seiko continuing its streak of bold collaborations, to Swatch once again proving it owns the hype game, there was no shortage of talking points. Add in a steady stream of retro-inspired Timex releases, aviation tributes from Citizen, and a few standout microbrand collaborations, and you’ve got a month worth revisiting. Here’s a look back at the most notable watch releases of August 2025.

Casio Goes Mechanical for the First Time

The biggest story of the month came from a brand not usually associated with mechanical watches: Casio. With the launch of the EFK-100 Automatic, Casio has finally stepped into the world of automatic timekeeping. Known primarily for G-Shock toughness and affordable quartz models, Casio’s decision to introduce an automatic marks a milestone moment.

The EFK-100 features a sporty design that feels familiar to Casio fans but houses a mechanical movement that opens the door to an entirely new market. For years, enthusiasts speculated whether Casio would ever join the mechanical side of watchmaking—and now it has. I even picked one up myself this month and will be sharing a hands-on review soon, so stay tuned.

Seiko’s August Highlights

Few brands can match Seiko when it comes to sheer variety, and August proved no exception. One of the most elegant launches was the Seiko Alpinist SPB531 “Night Sky”, a Europe-exclusive model with a deep blue dial and subtle starry details. The Alpinist line has always balanced rugged mountaineering roots with dressier touches, and the Night Sky edition leans heavily into refined territory.

On the other side of the spectrum, Seiko leaned into pop culture with the Initial D 30th Anniversary Chronograph, a bold tribute to the iconic racing anime. With JDM cues and high-energy styling, it’s a watch that taps into nostalgia while appealing to younger fans just discovering the series.

Seiko also surprised the watch community this month with the sudden announcement of its “Pepsi” collaboration. While it won’t hit stores until September, the unexpected reveal immediately caught collectors’ attention and sets the stage for one of the most talked-about releases next month.

Swatch & Omega Keep the MoonSwatch Hype Alive

Swatch isn’t slowing down when it comes to its MoonSwatch strategy. This month, the brand introduced the Mission to Earthphase Moonshine Gold Snoopy Edition. While not a new complication, it adds a playful Snoopy motif to the already popular Earthphase model. More importantly, it’s the first MoonSwatch to come on Omega’s soft rubber strap, previously sold only as an accessory.

At $400 USD, it continues to push the MoonSwatch into higher territory, but that hasn’t slowed down the buzz. With a release on August 9th at select boutiques, the Snoopy MoonSwatch sold out near instantly.

Timex Keeps Retro Alive

Timex has been on a tear this year, and August brought two particularly notable drops. First came the Marlin Quartz GMT, the very first dual-time model in the Marlin line. With vintage styling and everyday practicality, it adds global appeal to one of Timex’s best-loved collections.

Next, the Marlin Jet Chronograph arrived, bringing retro-futuristic panda dials and a design that channels 1960s jet-age optimism. These models show Timex’s knack for balancing accessible pricing with heritage-inspired looks, making them some of the month’s most wearable releases.

Other Timex drops included the Q Timex 1972 Time Machine Reissue and the Intrepid × Dimepiece collaboration, both of which added flavor to the lineup, but the GMT and Jet Chronograph stood out as the real highlights.

Citizen’s Aviation Tribute

Citizen paid tribute to the Royal Air Force’s legendary aerobatic team with the Navihawk Red Arrows edition. This bold chronograph captures the high-flying energy of aviation with a striking dial and functional pilot-friendly features. It was a reminder that Citizen continues to dominate when it comes to aviation watches, offering both heritage and modern tech at an accessible price point.

Microbrand Spotlight

Microbrands and independent collaborations continued to impress in August. The Wren Diver One Magma—a collab between Wrist Enthusiast and Ben’s Watches—delivered fiery orange details and rugged dive-watch specs in a limited package.

Time+Tide × Dennison “DateNight” offered a fresh take on the classic dress watch, blending modern practicality with refined design. The Sabre PO1 Bronze continued Sabre’s well-regarded field watch line, now in bronze with a limited edition of just 20 pieces. This new bronze-cased version adds a bold, distinctive look while maintaining the rugged, practical design that made the previous releases popular.

Rounding out the microbrand highlights were the Jack Mason Strat-o-Timer GMT Dr Pepper & Root Beer Limited Editions. These quirky soda-themed GMTs may not be headline releases, but their fun, playful design and limited availability made them a favorite talking point among collectors this month.

Together, these releases underscored why microbrands remain some of the most exciting players in today’s watch scene.

In-House Highlights

Beyond covering releases, August also brought a few standout pieces from our own hands-on coverage. The ADDIESDIVE AD2030 review highlighted a watch that went viral thanks to its bold, sand dial. Affordable, playful, and surprisingly well-made, it became a favorite for those seeking something unconventional.

Additionally, our “30 Must-See Microbrand Watches Under $1000 for Summer 2025” roundup offered readers a curated list of some of the most exciting independent watches this season. Combining hands-on reviews with a broad overview of microbrand creativity, this chapter reminds us that some of the best watches aren’t always from the biggest names.

What’s Next

As we head into September, there’s already plenty to look forward to. The Seiko “Pepsi” collaboration officially drops, I’ll be sharing a hands-on look at another affordable Casio hidden gem, and a full review of the Casio EFK-100 Automatic is in the works after some real wrist time. On top of that, keep an eye out for my upcoming field watch roundup, showcasing the most versatile and adventure-ready models for everyday wear. If August proved anything, it’s that the watch world never slows down—and I’ll be here to keep you up to speed.

So, what was your favorite release of the month?