In this video, we take a trip back in time to explore the collaborative designs of Giugiaro and Seiko. Giugiaro’s ventures beyond cars began with a successful partnership with Nikon in 1980 with F3 and “red line” accents, broadening out into consumer products like pasta, clothing lines, sewing machines, and Parker pens. In 1983, the Seiko watch linkup arose, with the first design being the analog options using the A728, which was used in the world's first quartz chronograph. Giugiaro's “folded paper” touch was added to proceedings, resulting in the amazing 1983 Seiko Sports Giugiaro Design range. The SAY048 later called “The Bishop” watch screams Giugiaro with its asymmetric design and racing link, while the SAY058 “Ripley” watch in black with yellow pushers has influences from the Omega Seamaster 600 Ploprof.

The first batch of watches included the SBA022 Speed Master LCD models in two color ways, famously worn by Ayrton Senna, as well as the SBB018 worn by the prince of Monaco at the ParisDakar rally. We then explore the second wave of collaborations in 1986, with Seiko diversifying into sporty elegance and ocean diving watches, as well as the morotcycling and crazy “steering wheel” watches. The third phase covers the macchina sportiva range in 1996 with links to Ital Designs BMW C2 Nazca, with the final phase being the variety of colourful reissues and limited editions of the above with a couple of new entrant with the Seiko Astron range. I hope you enjoy the video!

Huge thanks to subscriber Manus Verzoni for giving me the idea to do this video!

Early watch influences : 0:26
Car design and Giugiaro emergence: 3:00
Seiko X Giugiaro 1st wave: 5:56
Seiko X Giugiaro 2nd wave: 9:58
Seiko X Giugiaro 3rd wave: 12:45
Rereleases and modern range: 14:58