Seiko has never been a stranger to themed releases. Over the decades, we’ve seen tributes to historical models, sports teams, and even anime icons. But 2025 feels different. In the space of just a few months, the brand has launched three collaborations so wildly different from one another that, on paper, they almost sound like the setup to a joke: a shark, a rally car, and a can of Pepsi walk into a watch shop. Yet, in typical Seiko fashion, each has been executed with enough care, backstory, and personality to stand on its own.

Seiko x Jaws – A Shark Bite on the Wrist

It all started with the Seiko Prospex SBDY137 “Jaws” Limited Edition — a cinematic nod to Spielberg’s legendary 1975 thriller. Released to mark the film’s 50th anniversary, the watch dives deep into thematic detail. The dial erupts with a toothy shark jaw motif set against a deep ocean-blue backdrop, instantly evoking the iconic movie poster. Surrounding it is a blue ceramic bezel insert, adding scratch resistance and tying the palette together. At 45mm in diameter with a short 47.7mm lug-to-lug, it’s unapologetically bold but still wearable, especially given its 200 meters of water resistance and sturdy stainless steel build. Inside beats the tried-and-true Seiko 4R36 automatic, with hacking, hand-winding, and a day-date complication — a movement as reliable as the dorsal fin that made audiences afraid to swim for decades. Flip it over and you’ll find a caseback engraved with both a shark fin and the Orca, the boat captained by Robert Shaw’s Quint, adding an extra layer of fan service. Limited to 5,000 pieces worldwide and retailing for around $700 USD, it’s the kind of watch that appeals to both dive watch enthusiasts and movie memorabilia collectors.

Rally Legend – The Safari Datsun 240Z Speedtimer

Barely had the waves settled from Jaws before Seiko moved from the ocean to the rally stage. The Prospex Speedtimer Datsun 240Z Limited Edition series is a three-watch celebration of one of the greatest moments in Japanese motorsport history: the 1971 East African Safari Rally victory. Back then, the number 11 Datsun 240Z, driven by Edgar Herrmann and co-driven by Hans Schüller, conquered one of the toughest endurance events in the world — with Seiko’s name proudly emblazoned on the team gear. The 2025 tribute comes in three flavors, each representing a different facet of that heritage.

The SPB517 channels understated vintage charm, with a 39.5mm case, internal rotating countdown bezel, and subtle red rally-inspired accents. Powered by the 6R55 automatic movement with a 72-hour power reserve, it feels like the daily-wear sweet spot for those who appreciate subtle nods over loud statements. The SRQ057, on the other hand, is the mechanical flagship — a 42mm hard-coated chronograph housing Seiko’s 8R48 movement with a column wheel and vertical clutch. With bold motorsport cues, from the red chronograph hand to the hammer-style pushers, it’s limited to just 500 pieces and clearly aimed at serious chronograph collectors. Rounding out the trio is the SSC957, a solar-powered chronograph with colorful, dashboard-inspired detailing and a caseback illustration of the original rally-winning car. Its 42mm case and V192 solar movement make it a fuss-free daily companion with a strong backstory.

Prices range from around €1,000 for the solar model to €3,400 for the SRQ057, with launches staggered from September onward. The collection as a whole feels like a thoughtful bridge between Seiko’s horological history and its motorsport legacy — a tribute that avoids being a simple reissue by adding modern movements, wearable proportions, and distinct personalities for each model.

From Bezel Nickname to Official Partnership – Seiko × Pepsi

And then came Pepsi. For decades, “Pepsi” was an enthusiast’s nickname for red-and-blue bezels, most famously on the Rolex GMT-Master but also embraced by countless Seiko references. But in August 2025, Seiko decided to make it official. The Seiko 5 Sports × Pepsi collaboration marks the first time the brand has licensed the Pepsi name and logo for a watch — turning what was once fan slang into an authorized, co-branded identity.

The collaboration produced two models. The SSK047 GMT takes Seiko’s SKX-based GMT platform, gives it a black PVD case, a red-and-blue 24-hour bezel, and a vivid red GMT hand, then adds the Pepsi logo neatly above 6 o’clock. Even the silicone strap is embossed with Pepsi branding, making it the first GMT in this case shape to get the soft rubber treatment. Sized at 42.5mm and powered by the Caliber 4R34, it blends mechanical practicality with streetwear-friendly styling. Priced around €540, it feels both collectable and wearable.

The SRPL99 takes a completely different tack — a 38mm vintage-inspired diver aesthetic with a silvery-white dial and the retro ’90s Pepsi logo printed at 6 o’clock. Its Caliber 4R36 automatic movement brings day-date functionality, while the stainless steel case, drilled lugs, and classic bracelet make it feel like something plucked from Seiko’s archives. The whole package is lighthearted, accessible at around €380, and comes in a soda can-shaped presentation box that leans all the way into the fun.

Why This Collaboration Era Matters

Across all three collaborations — Jaws, Datsun, and Pepsi — there’s a common thread. Seiko isn’t afraid to mix serious watchmaking with a sense of play. The SBDY137 is unapologetically cinematic, the Datsun trilogy is steeped in motorsport heritage, and the Pepsi pair takes a decades-old fan nickname and turns it into a cultural moment. None of them feel like lazy cash-ins; each one has a clear story, thoughtful design cues, and enough brand DNA to stand up to scrutiny from both Seiko loyalists and casual buyers.

Final Thoughts

It’s rare for a major watchmaker to run three collaborations this different in such quick succession, and rarer still for them all to work. But in 2025, Seiko seems to be in an experimental mood — one where a shark, a rally car, and a soda can can all share the same display case, and somehow it makes perfect sense. For collectors, it’s a reminder that Seiko’s range is vast, its history deep, and its creative streak alive and well. And for the rest of us, it’s proof that even a 140-year-old brand can still surprise you.