As a huge fan, I’m so excited to share that some of the cutest characters around now have their own special edition Seiko watches! And the best part? They’re finally available for international collectors like us to order!
Good news for Sumikko Gurashi fans! A special collaboration watch with Seiko is coming out in July 2026. Only 2,000 of these watches will be made, giving fans a stylish way to showcase their love for the adorable characters while keeping that signature cozy vibe. Check out the official photos below!
San-X Gives Sanrio Kawaii Competition With New Sumikko Gurashi Seiko Watch Release
This Sumikko Gurashi x Seiko watch is built with a durable stainless steel band and case. It has a vibrant blue face protected by a curved, scratch-resistant crystal, and can withstand water up to 100 meters. The watch face displays beloved Sumikko Gurashi characters sliding down a rainbow, and the characters are also engraved on the back of the watch above the serial number. The watch measures 34.8mm in diameter, 29.1mm wide, and 7.9mm thick.
The adorable Sumikko Gurashi characters were born from designer Yuri Yokomizo’s old school notebook sketches. The lineup includes Penguin? – who questions his penguin identity – Tokage, a dinosaur pretending to be a lizard, and Neko, a very worried cat. First launched in 2012, these charming characters quickly became popular with anyone who loves cute and comforting things.
Sumikko Gurashi characters are among the many creations from San-X, the company also known for popular mascots like Rilakkuma the bear and Afro Ken the dog. With releases like the new Sumikko Gurashi and Seiko watch collaboration, 2026 looks to be a big year for San-X.
The new Rilakkuma anime is being made by Production I.G, the studio behind popular anime like Ghost in the Shell. A recent trailer shows Rilakkuma, the main character, experiencing lots of different adventures and playing various roles – everything from a pirate and samurai to a character inspired by Gulliver’s Travels.
San-X and Sanrio are major rivals, and that competition is likely to continue. This April, audiences can look forward to Rilakkuma, while Sanrio’s Hello Kitty is preparing for her first ever full-length movie. Currently in development with New Line Cinema, Warner Bros. Animation, and FlynnPictureCo., the Hello Kitty film is scheduled to be released in North American theaters on July 21, 2028.
The Sumikko Gurashi x Seiko collaboration watch is available now through Japan Direct and a few other stores. It’s expected to ship in July 2026.
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2026-03-09 06:13