Welcome to another episode of Fratello On Air! This week, we discuss the triumphant return of Seiko to the forefront of value-laden watchmaking. For some, perhaps the massive Japanese company never left. From our perspective, though, 2025 has been a turning point. We feel that the brand has truly listened to its fan base and the market. Listen along to why we feel this way and what else we’d like to see.

After what felt like a lengthy period of offering chunky watches with big price tags, it seems that Seiko has made a triumphant return. Reasonably sized watches with prices that have held steady, while others have increased dramatically, are just a couple of our observations. Listen in and see if you agree with the rest of our thoughts on this fan-favorite watch brand.

Ming 57.04 Iris on bracelet in hand

Handgelenkskontrolle

We kick off our episode by celebrating Balazs’s return from the Big Apple. There’s even a little singing to get everyone in the mood! Then, we recall our recent discussion about the fortunes of several brands in five years. Mike envisions a slim 37mm Panerai dress watch with a manual-winding movement and crown lock. Could it work? Then, screen-related entertainment makes an appearance as we mention A House of Dynamite, Task, and Slow Horses. Finally, Balazs shares his thoughts on the recent watch events in New York City and a disturbing visit to a Rolex boutique in SoHo. For the Handgelenkskontrolle, Balazs has been wearing the Ming 57.04 Iris Chronograph and was flashing it around New York. Mike is keeping with the theme and is also sporting a Ming. The watch is currently under embargo, but it is coming out in November. Spoiler alert: it’s fantastic!

Seiko's triumphant return — Seiko Prospex 1968 Heritage Diver’s GMT Seashadow angled dial view

Seiko’s triumphant return

There’s no other way to put it: Seiko is on a roll! With watches like the recent Prospex 1968 GMT Diver Seashadow and the digital Rotocall, it’s clear that our readers are excited. The traffic proves that the company can still pull in fans like few other brands. It may sound surprising, but this wasn’t always the case over the past five years. Watches that were too large, too expensive, and (gasp) a bit off in terms of quality were starting to wear on people. Plus, microbrands, Citizen, and even the lower-cost entries from the Swatch Group began to gain ground. However, counting out a juggernaut like Seiko is a foolish decision.

Seiko's triumphant return — Seiko Rotocall SMGG19 on wrist

In 2025, we’ve seen some fantastic releases. The previously mentioned recent announcements resonated with fans. Earlier, watches like the Seiko 5 SRPL91 and SRPL93 “Gene Kranz” or the new Speedtimer models seemed to nail the brief. The market has been asking for smaller, thinner watches with slimmer, better bracelets. Seiko has delivered. Plus, while others continue to raise prices, Seiko has held the line, albeit at higher prices than seven or eight years ago. Still, the watches are competitive, attractive, and desirable. Sure, there’s still work to do, especially related to movement accuracy, but we remain hopeful. Overall, it’s nice to see one of our favorite marques pulling at our heart and purse strings again! Let us know if you agree with us on the company’s triumphant return and what else you’d like to see from Seiko.

As always, thanks for listening to the latest episode of Fratello On Air! If you have ideas for future shows, please feel free to let us know.

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