Watchmakers are constantly thinking about making the next popular timepiece, but how do you guarantee that your latest release will be a hit? Enlist the help of your fans to put together their dream design. Brands are increasingly leaning on the expertise and advice of their connoisseurs and collectors to inform their upcoming product releases, and it’s easy to see why. After all, who knows your watches better than those who wear them every day?

Seiko harnessed this power for a striking new take on its popular Seiko 5 Sports watch, limited to 2,021 pieces. Its Custom Watch Beatmaker campaign saw participants create their own unique design by selecting and combining five watch parts on the website, each paired with one of 32 original pieces of music created by eight up-and-coming artists. From over 48,000 original designs, the winning watch with the most number of likes was then determined, gaining an overwhelming 8,500,000 votes out of the 16,000,000 total votes.

The combination that captured the attention worldwide is a gold-coloured dial, with a ‘Pepsi’ bezel in red and blue. It makes a bold addition to the Seiko 5 Sports range, which since it was launched in 1963 has become a favourite for its versatile design and rugged qualities. The ‘five’ values at the core of every watch in the line speak to this dedication to performance. These include an automatic movement, handy day-date and a considerable water resistance, as well as a hardy recessed crown and case, alongside a bracelet built for durability.

seikoboutique.co.uk