This new Seiko 5 was designed by fans

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The only best thing about this watch: this Seiko is better than almost 50,000 other designs submitted by fans.

The backstory: Watch enthusiasts are a special group. When new timepieces come out, they worry and obsess over minor details: the proportion of the lugs, the design of a seconds hand, a single millimeter added to or subtracted from a case. They find something to praise or complain about. But it’s not like they can do better, right? At the end of last year, Seiko said phooey to it all and let picky collectors take the wheel through a contest called the Custom Watch Beatmaker. Fans were invited to mix and match various Seiko pieces and then submit their designs to the largest pool for fans to vote on. Between the end of 2020 and the start of this year, more than 48,000 models flocked. A watch has come off considerably from the fray. This gold-dialed Seiko received over 50% of the 16,000,000 plus votes. Can eight million collectors be wrong?


Fans are nostalgic: On its own, the Seiko 5 Sports model is already one of the best deals when it comes to watches. Versions of the fine timepiece with a mechanical movement consistently cost less than $ 300. The winning design applied to this base mixes and associates elements appreciated by vintage watches. The two-tone red and blue bezel is an ode to Pepsi-style GMT and the deep gold toasted marshmallow dial is reminiscent of the cult “Pogue” Seiko, as Hodinkee Remarks. The price of this watch, $ 295, also makes it look like it’s from another era.

Where and when to buy them: The Seiko 5 will be available in August.

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