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Sanrio’s adorable rivals have teamed up with Seiko to launch an exclusive watch collection, now accessible to collectors around the globe.
On the Japan Select website, enthusiasts of San-X can preorder the Sumikko Gurashi x Seiko Collaboration Watch, set for a July 2026 release. With just 2,000 units available, this limited edition timepiece allows fans to express their love for Sumikko Gurashi’s charming mascots while maintaining a cozy vibe. Check out the official images below.
The watch boasts a stainless steel band and case, complemented by a striking blue dial under a curved Hardlex crystal. It is water-resistant up to 10bar and measures 34.8mm by 29.1mm by 7.9mm. The dial showcases beloved Sumikko Gurashi characters joyfully sliding down a rainbow, and the back features the core cast engraved above the serial number, adding a special touch for collectors.
San-X Gives Sanrio Kawaii Competition With New Sumikko Gurashi Seiko Watch Release
The Sumikko Gurashi x Seiko Collaboration Watch features a stainless steel band and case, with a bright blue dial housed beneath a curved Hardlex crystal. It’s water-resistant to 10bar, and measures 34.8mm by 29.1mm by 7.9mm. The watch dial features some of the most iconic Sumikko Gurashi characters as they slide down a rainbow. The core cast of Sumikko Gurashi also adorn the back of the watch, with their likenesses engraved just above the serial number.
Created by designer Yuri Yokomizo, who based the line of characters on her notebook doodles from her time as a student, the cast of Sumikko Gurashi includes a host of colorful characters such as Penguin? (who isn’t quite sure about being a penguin), Tokage (a dinosaur who tries to pass itself off as an ordinary lizard) and Neko (a particularly anxious cat). The Sumikko Gurashi characters first appeared in 2012 and quickly found a foothold with fans of all things cute and cozy.
The cast of Sumikko Gurashi are just a handful of those whose works are published by San-X, the same company behind fan-favorite mascots such as the mischievous bear Rilakkuma and the iconic disco dog Afro Ken. Apart from product launches such as the new Sumikko Gurashi x Seiko Collaboration Watch, 2026 is shaping up to be a major year for San-X as Rilakkuma prepares to headline his very own anime series.
The upcoming Rilakkuma anime is being produced by Production I.G, a studio best known for major anime blockbusters such as Ghost in the Shell. In an early trailer for Rilakkuma, audiences can see the titular bear taking on a variety of different scenarios while stepping into just as many different character archetypes, ranging from pirate to samurai to a stand-in for the leading character from Gulliver’s Travels.
Of course, San-X is always going to have some serious competition courtesy of Sanrio, and that tension isn’t easing up any time soon. While Rilakkuma will be gracing audiences’ screens everywhere this April, Sanrio’s Hello Kitty is gearing up to embark upon her very first feature film adventure. In October 2005, it was confirmed that the Hello Kitty feature film from New Line Cinema, Warner Bros. Animation and FlynnPictureCo. would arrive in theaters in North America on July 21, 2028.
The Sumikko Gurashi x Seiko Collaboration Watch is currently available via Japan Direct and other select retailers, and is due to ship out in July 2026.