Seiko “Pepsi” Diver

From a tiny watch and clock shop in Ginza to a global horological powerhouse, Seiko’s story feels a bit like watching a scrappy underdog become champion. It all began in 1881 when a young Kintaro Hattori opened a modest repair and sales shop in the heart of Tokyo, driven by a simple philosophy: always be one step ahead. Within just a decade, he transitioned from tinkering with imported timepieces to building his own under the name Seikosha—literally the “house of precision”—laying the foundation for what would become one of the most innovative watch brands.

Seiko didn’t just make watches; it reinvented them. By the early 20th century, the brand was producing Japan’s first wristwatches, and by the 1960s and ’70s it was redefining precision with creations like the first automatic chronograph and, most famously, the quartz Astron—an invention that shook the entire industry with accuracy previously unheard of in wristwear. Whether in timing Olympic Games or pushing the limits of mechanical and electronic development, Seiko blended practicality with ingenuity in ways that both watch lovers and everyday wearers could appreciate.

What endures—and keeps collectors and newcomers alike enchanted—is Seiko’s breadth of character. It builds everything from accessible, robust tool watches to high-end, artisan-crafted pieces underlines a uniquely democratic philosophy: great watchmaking should be for everyone. Across more than 140 years of evolution, Seiko has remained true to its roots in innovation, precision, and thoughtful design—proof that great ideas, like great time, never really stop moving forward.

Our Pledge

Analog:Shift stands behind the authenticity of our products in perpetuity.

Condition

Since our pieces are vintage or pre-owned, please expect wear & patina from usage and age. Please read each item description and examine all product images.

Warranty

We back each Analog:Shift vintage timepiece with a two-year mechanical warranty from the date of purchase.

International Buyers

Please contact us prior to purchase for additional details on shipping and payment options.

All of our watches include complementary insured shipping within the 50 states.

Most of our products are on hand and will ship directly from our headquarters in New York City. In some cases, watches will be shipped directly from one of our authorized partners.

We generally ship our products via FedEx, fully insured, within 5 business days of purchase. An adult signature is required for receipt of all packages for insurance purposes. Expedited shipping is available at an additional cost. We are also happy to hand deliver your purchase in Manhattan or you may pick it up at our showroom.

Returns must be sent overnight or by priority international delivery, fully insured and paid for by the customer. A restocking fee may apply. Watches must be returned in the same condition as initially shipped.

We welcome international buyers, please contact us prior to purchase for additional details on shipping and payment options.