
Wristwatches · Wristwatch
Seiko 'Pepsi' Limited Edition, 2025
- Maker / attribution
- Seiko (maker)
- Date
- 2025
- Historical period
- Contemporary Horology (2010 – Present)
- Country of origin
- Japan
- Object type
- Wristwatch
- Dimensions
- Case 42.5 mm
- Stock no.
- 40993066
- Credit line
- Dealer listing, Analog/Shift (40993066)
- Catalogue title (original)
- Seiko 'Pepsi' Limited Edition (English)
View the source record (dealer listing) ↗ (opens another website in a new tab)Suggest a correction
Record summary
Catalogued by Analog/Shift (dealer), New York (stock number 40993066), this is a wristwatch by Seiko, made in Japan, dated 2025. The Atlas places it in the Contemporary Horology period (2010 – Present) of its Wristwatches collection. Recorded dimensions: Case 42.5 mm. The record is illustrated with 6 photographs.
Assembled from the source record's structured fields. Dates and attributions are given as the source states them; where a field is missing the Atlas leaves it blank rather than estimating.
Catalogue description
Dealer description — Analog/Shift
Everyone knows and loves the "SKX" series of mechanical Seiko dive watches from the 1990s/early 2000s. What we have here is a derivative of that design language, a particularly brilliant limited edition model made in collaboration with Pepsi. Dating to 2025, this Pepsi bezel diver/ GMT is actually a limited edition made in 7000 examples in licensing with the Pepsi brand itself. Measuring 42.5mm in stainless steel with a DLC coating, this piece is powered by an automatic winding movement ticking within. Everything down to the packaging is designed to replicate the Pepsi branding. The box is made to look like a Pepsi can-- just another exciting detail of the broader execution. Featuring luminous round and triangular hour plots, an outer open minute track in white, a date display at 3 o'clock with a magnifier, and a luminous 'arrow' handset with 'lollipop' seconds hand, it preserves the classic Seiko 5 design language. Paired to silicone strap with a matching pin buckle, this handsome tool watch from the 2020s is ready for several decades' worth of hard use on the wrist of a Pepsi lover.
Historical context
Contemporary Horology (2010 – Present)
Silicon components, connected watches, optical-lattice research clocks and a thriving independent scene.
Smartwatches became the world's best-selling watches, while mechanical watchmaking focuses on craft, innovation (silicon components, new escapements) and independent makers.
Read the period in the timelineMore wristwatches from this periodEarlier: Mechanical Renaissance
Atlas type guide
Wristwatches
Bracelet watches were worn by women from the early nineteenth century — Breguet made one for Caroline Murat, Queen of Naples, in 1810–12 — but the wristwatch only became a man's instrument with military use and aviation in the early twentieth century. Between the World Wars it overtook the pocket watch; the 1920s and 1930s brought rectangular Art Deco cases, water-resistant cases and the first automatic winding systems.
After 1945 the wristwatch became a carrier of identity — dress watches, sports and dive watches, chronographs, calendars — produced by Swiss, American, Japanese, German, Soviet and Chinese industries. The quartz revolution after 1969 and the mechanical renaissance since the 1990s, including the rise of independent watchmakers, complete the story.
What to look for
- The reference number (between the lugs or inside the case back) and serial number, the starting point for dating.
- The calibre: its maker and number are often stamped under the dial or on the bridge.
- Originality of dial, hands and crown — refinished ('redial') dials are common.
- Case material marks: 18K/750, 14K/585, stainless steel, gold-filled, plated.
Dating clues
- Wire-lug cases: before c. 1925.
- Water-resistant screw-down cases: from 1926.
- Quartz movements: from 1969; sapphire crystals widespread after c. 1980.
General guidance written by the Atlas editors about this kind of object. It is not a statement about this particular piece; for that, rely on the source record above and on physical examination.
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