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Reprising a simple model from the 1990s, Seiko again taunts international fans with the domestic-only reissue of a stylish, affordable, military-inspired watch called the SUS. While seeming to draw on the continuing popularity of the mechanical Seiko 5 classic field watch, however, the SUS watches are quartz. Working once again with the Japanese retailer Nano Universe, seven total versions with different colors, straps, and finishes are available, but only in Japan for now.
As watch trends now begin to swing back from the giant watch phase of a few years ago, the Seiko SUS watches’ diameter of 35mm is consistent with the originals, but still on the smaller side for most men’s watches. Basic versions in steel are around $185, three of which will be limited to 300 pieces each. One version includes the unusual feature of a dial totally coated in the brand’s Lumibrite luminescent material for about an additional $10, and those with case coatings go up to $230. A black coating with a worn/faded look is a particularly cool option and similar to a recent G-Shock's treatment.
Each model features a Hardlex crystal, is water-resistant to 100m, and comes on a silicone or nylon strap. It’s quite possible that the SUS collection could eventually be released internationally, but the exclusivity factor and buzz created by making it Japan-only at launch is likely just what the collection needs to get consumers’ attention.