A โฌ300 Seiko now worth triple? The saga of the Cocktail Time perfectly illustrates how a collaboration between a Tokyo bartender and a watch manufacturer can create a collector’s phenomenon. Analysis of a meteoric rise that redefines the codes of accessible watch investment.
What if I told you that a Japanese watch designed in a Shibuya bar performs better than an ETF tracker?
The Seiko Cocktail Time defies all financial logic: +10% annual growth since 2014. Even more surprisingly, this dressed-up tool watch โ an oxymoron if there ever was one โ has managed to turn a collaboration with mixologist Shinobu Ishigaki into a true watchmaking cult.
Long confined to specialized forums, it is now exploding on TikTok. The result? The original SARB models are dangerously flirting with the symbolic โฌ1,000 mark. A trajectory strangely reminiscent of the Rolex Explorers of the 80s… except that we are still within the window of opportunity.
This analysis dissects why 2025 probably represents the last vintage to acquire these pieces for under four figures. Between the mechanical scarcity of Japanese stocks and uncontrollable virality, the Cocktail Time embodies this new generation of watches where Instagram aesthetics meet watchmaking substance.
Sommaire
Historical Context โ The Genesis of a Watchmaking Cult
To understand the aura of the Cocktail Time, we must go back to 2007, when Seiko initiated a founding collaboration with one of the biggest names in Japanese mixology: Shinobu Ishigaki, an award-winning bartender and owner of the renowned Bar Ishinohana in Shibuya (Tokyo). Far from a simple marketing stunt, the brand sought to translate the art of the cocktail into a watchmaking object, relying on the precision of the bartender’s gesture, the sparkle of the glassware, and the hypnotic reflections of the liquids. The result? A trio of watches โ each inspired by one of Ishigaki’s signature cocktails โ that would become the starting point of a true watchmaking cult.
The Original Trio: โCoolโ, โDryโ, and โSweetโ
From this union, three exclusive JDM references were born, each embodying a distinct aromatic universe:
- SARB065 โCoolโ โ Also nicknamed Ice Blue, it is the flagship of the collection. Its ice-blue dial is not just a sunray effect: it’s a complex radial pattern, pressed into the metal to create a play of facets reminiscent of mixology glassware. The light dances on it with rare intensity.
- SARB066 โDryโ โ A more sober variation, with a cream dial in champagne tones. It embodies a discreet classic elegance. Less produced, it is the most difficult of the three to find, making it the smart choice for those who want to get off the beaten path.
- SARB068 โSweetโ โ The limited edition (300 pieces) with a rose gold-plated case and a deep reddish-brown dial. This piece, immediately elevated to the status of a grail due to its rarity, fueled the desirability of the collection from its release.
All three share a common DNA: 6R15 automatic caliber (with manual winding, 23 jewels, ~50h power reserve), โ 40 mm steel case for ~13 mm thickness, and especially a domed Hardlex crystal imitating the curve of cocktail glasses. Initially, these watches were only sold in Japan until 2010, giving the trio an insider’s object status. This territorial exclusivity created an aura of mystery: the first Western enthusiasts had to go through specialized importers or forums to find one, reinforcing the โinsiderโ character of the Cocktail Time.
A โSleeper Hitโ Turned Phenomenon
During its first decade, the Cocktail Time thrived away from the spotlight. Spotted by the watch blogosphere (Hodinkee and others from 2012) who praised its unbeatable value for money, the watch remained the preserve of a community of connoisseurs. However, the discontinuation of the SARB series in 2017 marked a turning point. By fixing the number of copies in circulation, Seiko transformed the Cocktail Time from a good imported deal into a true collector’s item frozen in time. Then came the second wave: between 2020 and 2025, social networks โ Instagram and especially TikTok โ took hold of the phenomenon. The hashtag #cocktailtime has millions of views, driven not by technical discussions, but by short videos admiring the hypnotic reflections of the dial under different lighting. The consequence? A new generation of buyers, often younger and less price-sensitive, discovered the watch. Demand exploded in volume and nature, sending prices skyrocketing. Should we fear a bubble? Perhaps not, but the meteoric rise of the Cocktail Time post-2020 is a reminder that this piece, once a discreet sleeper, has become a viral superstar.
Market Valuation โ Value Trajectory (2014-2025)
Our valuation is based on a cross-analysis of sales data and listings between 2014 and 2025 from reference platforms: Chrono24 (US, HK, SG markets), Yahoo! Japan auctions, Mercari, as well as aggregators like WatchCharts. We focus on models whose 2025 price remains under โฌ1,000 โ a psychological threshold we see wavering.
The data reveals a remarkable outperformance of the SARB065 (original Ice Blue) compared to the dressy JDM market. While the entire segment is experiencing a healthy appreciation, the Cocktail Time’s trajectory has been accelerating exponentially since 2019. This inflection point corresponds precisely to its rise on social media. Between 2014 and 2018, the progression remained moderate โ fueled by word-of-mouth on specialized forums. Then came a significant jump in 2019 (+15%) and especially 2020 (+25%), after which the increase stabilized at around 10% annually. The collector base has changed in scale and profile, becoming less price-sensitive and more driven by aesthetics and trends. In summary: demand has exploded while supply is inexorably dwindling.
The analysis of supply dynamics reveals a crucial phenomenon: each quarter, fewer SARBs appear on the market, particularly in new old stock (NOS) condition from Japan, while the Presage SRPB models (distributed globally since 2017) remain available in sustained volumes. This mechanical scarcity of the first Cocktail Times, faced with growing demand, is the main driver of their appreciation. A fascinating paradox: the launch of the Presage Cocktail range in 2017, far from cannibalizing the appeal of the originals, has actually cemented their status. By equipping the new references with the 4R35 caliber (a technically inferior version of the SARB’s 6R15, with a reduced power reserve and no Spron 510 in the mainspring), Seiko unintentionally created a hierarchy in the minds of collectors. The SARB was no longer just the original, it had become the technically superior original. Thus, every Presage Cocktail sold today serves as indirect advertising for the desirability of the founding models.
Six โSmart-Buyโ Variants Under the Loupe (2025)
Let’s review the six key references to consider in 2025 for a smart purchase under the โฌ1,000 mark โ evaluating for each the technical sheet, current price, and long-term potential.
1. SARB065 โIce Blueโ / โCoolโ (2007-2012)
Analysis: This is THE Cocktail Time par excellence, the one that started the legend. Its dial is a true work of watchmaking art: a sunburst pattern with a double texture, alternating between fine marked striations and softer ones, creating a unique depth effect. On the wrist, the result is hypnotic โ you find yourself moving the watch to admire the beams of light gliding across the icy blue background. Distinctive details for authentication include the cursive โAutomaticโ signature and the โ23 Jewelsโ mention at 6 o’clock, specific to the SARB models. The domed Hardlex crystal, although more vulnerable to scratches than sapphire, greatly contributes to the vintage charm and the elegant distortion at the edge of the dial.
Investment Potential: Very High. As the most recognizable original model, the SARB065 is the benchmark of the Cocktail Time market. Its historical significance, relative technical superiority (6R15 movement), and iconic design make it the most liquid and sought-after piece in the series. A quasi-blue chip of the segment, it trades in 2025 for around โฌ900 in very good condition (compared to ~โฌ350 in 2014). Its ~10% annual growth could accelerate further if the โฌ1,000 mark is permanently broken.
Discover the Seiko SARB065 currently at auction on Catawiki (often great deals to be found)
2. SARB066 โPink Ladyโ / โDryโ (2007-2012)
Analysis: The warmer and more subtle sister of the Cool. Officially nicknamed โDry,โ its dial sports a pinkish-cream hue reminiscent of certain champagne cocktails. It is sometimes called Pink Lady (by analogy with another cocktail), although this name does not appear at Seiko.
It is the rarest Cocktail Time on the market outside of Japan, which gives its examples significant discovery value. Its aesthetic combines the brilliance of radial guillochรฉ with a very 1950s champagne-gold palette, which pairs beautifully with gold cases and brown straps. It will appeal to those who seek the quality of the original series with a touch of vintage exclusivity.
Investment Potential: High. Less iconic than the 065, it compensates with superior rarity. On Chrono24 in 2025, a SARB066 in good condition is around โฌ940, slightly above the 065 โ a reflection of a tighter supply. Its delicate color palette attracts a segment of discerning collectors, and its value progression follows closely (~+10% annually). A prime piece for those who want to stand out with the most under the radar โcocktailโ of the lot.
Find your Seiko SARB066 on Catawiki (a varied selection for discerning collectors)
3. SARB068 โSky Divingโ / โSweetโ (2008-2012)
Analysis: The absolute grail of the original trilogy. Officially named โSweet,โ it is adorned with an intense reddish-brown lacquered dial and a rose gold-plated case. Its unofficial nickname Sky Diving is actually a misunderstanding, stemming from a confusion with the later SRPB43 reference. With only 300 examples produced, this limited edition is extremely rare.
In 2025, its price frequently exceeds โฌ1,500 (outside our target budget), placing it in another dimension. We mention it here to complete the picture and illustrate the maximum potential that the first-generation Cocktail Times have reached. For many, the SARB068 represents the quintessence of the collaboration with Ishigaki โ and proof that a Seiko can become a highly valued collector’s item.
Explore the rare Seiko SARB068 on Catawiki (perfect for finding collector’s items)
4. SRPB43J1 โSky Blueโ / โSky Divingโ (2017-โฆ)
Analysis: The direct successor to the SARB065, distributed globally from 2017. At first glance, you might think it’s a simple reissue: silver-blue sunray dial, ~40 mm case, same vintage distortion of the crystal… But the differences are crucial in the eyes of purists. First, the dial displays the double line โPRESAGE / AUTOMATICโ at 6 o’clock (instead of Automatic 23 Jewels). Second, the case is slightly larger (40.5 mm) but also thinner (11.8 mm) thanks to the more compact caliber. The crown adopts a more pronounced โonionโ shape. And above all, the SRPB43 is equipped with the 4R35 caliber โ a movement derived from the 6R15, reliable but a step below (less power reserve, standard components). In short, the Sky Blue is the modern, mass-market interpretation of the original Cocktail Time.
Investment Potential: Very High (re-edition category). The SRPB43 is now the accessible workhorse of the Cocktail Time look. Sold new for โฌ450 in the late 2010s, it can be found secondhand for around โฌ800 in 2025 โ a sign of robust appreciation (+9% annually). Admittedly, it lacks the collector’s purity of the SARB, but its own eventual discontinuation would undoubtedly cause a surge. It is the Cocktail Time of the present, an excellent entry point for those who want to enjoy the design without (yet) hitting four figures. It’s worth noting that its liquidity score is very high: listings for the SRPB43 sell quickly, reflecting continuous demand from new enthusiasts seduced by its unbeatable โlook-priceโ ratio.
The Seiko SRPB43J1 is available here on Catawiki (many models and great auction opportunities)
5. SRPB46J1 โOld Fashionedโ / โManhattanโ (2017-โฆ)
Analysis: This reference illustrates the colorful expansion of the Cocktail Time concept. The SRPB46 (also called Manhattan in some markets) is distinguished by its rose gold-plated case and its gradient dial from copper to amber brown. Inspired by an Old Fashioned cocktail โ whiskey, sugar, and bitters โ it offers a warmer, almost gourmand aesthetic that contrasts with the icy blues of the previous models. On the wrist, it is the most luxurious of the Cocktail Times: gold tones, caramel reflections, and golden indexes. It appeals to an audience that appreciates the marriage of classic and flamboyant. While not limited, it is less common than the blue variants, which is beginning to make it sought-after in its own right.
Investment Potential: High. Less common than the SRPB43 on the secondhand market, its distinctive color combination gives it a strong appeal. In 2025, it is around โฌ850 (compared to ~โฌ330 at its launch in 2017). Its ~9% annual growth should continue, or even accelerate if Seiko reduces the production of gold-plated variants. It is a bit of the bold beauty of the family โ a bet on the future rarity of warm-toned Cocktail watches.
Seize an opportunity on a Seiko SRPB46J1 via Catawiki (weekly auctions and unique finds)
6. SRPB41J1 โBlue Moonโ (2017-โฆ)
Analysis: The last of our selection, this deep blue variant is often offered on an original steel bracelet, giving it a more sporty and versatile look. Its dial features a more saturated blue, which leans towards electric navy from certain angles โ hence the nickname Blue Moon. The quality of its steel bracelet, although commendable at this price, is debatable (some find it a bit light). But the interest of the SRPB41 is to offer the Cocktail Time look to those who prefer the comfort and longevity of a metal bracelet. On leather, this watch becomes a true style chameleon. It is the ideal watch for those who love the Cocktail concept but want a less formal option than black patent crocodile.
Investment Potential: Very High. The combination of a spectacular blue dial + factory bracelet makes it an extremely popular option on the market. Many modern buyers favor it as the ideal office watch. Its liquidity score is very high: used examples sell quickly, sometimes for only ~10% below the new price. At ~โฌ800 in 2025, its value has risen well and should continue to climb if (when) Seiko announces the end of the SRPB series. A pragmatic and smart choice, with a nice potential for gain.
See the Seiko SRPB41J1 available on Catawiki (an excellent starting point for your search)
| Ref. | Nickname | Years | Caliber | Price 2014 (โฌ) | Price 2025 (โฌ) | CAGR | Liquidity | Invest. Potential |
|---|---|---|---|---|---|---|---|---|
| SARB065 | Ice Blue โCoolโ | 2007-12 | 6R15 | โฌ350 | โฌ920 | ~ +10% | Very High | Very High (iconic model) |
| SARB066 | Pink Lady โDryโ | 2007-12 | 6R15 | โฌ360 | โฌ940 | ~ +10% | High | High (rarity, unique hue) |
| SARB068 | Sky Diving โSweetโ | 2008-12 | 6R15 | โฌ340 | > โฌ1500 | > +15% | Low | Exceptional (Out of budget) |
| SRPB43J1 | Sky Blue | 2017- | 4R35 | โฌ320 | โฌ820 | ~ +9% | Very High | Very High (star reissue) |
| SRPB46J1 | Old Fashioned | 2017- | 4R35 | โฌ330 | โฌ850 | ~ +9% | High | High (gold/amber colors) |
| SRPB41J1 | Blue Moon | 2017- | 4R35 | โฌ300 | โฌ800 | ~ +9% | Very High | Very High (steel bracelet) |
This table, like a decision-making tool, allows for a quick comparison of the options. For example, we can see that in 2025 a SARB065 (~โฌ920) is priced ~12% higher than an SRPB43 (~โฌ820). Looking at the Caliber column, we understand that this price difference is for a more prestigious 6R15 movement and an โoriginalโ status that is potentially more valuable in the long run. Thus, spending ~โฌ100 more today to access an original SARB can be fully justified from a collection perspective. Conversely, a tight budget will lean towards an SRPB41 or 43 which offers 90% of the experience for a price still < โฌ900. The savvy buyer will be able to evaluate this budgetary effort in light of the anticipated future benefit.
| Reference | EUR (โฌ) | USD ($) | HKD (HK$) | SGD (S$) |
|---|---|---|---|---|
| SARB065 | โฌ920 | โ $1,010 | โ HK$7,900 | โ S$1,380 |
| SARB066 | โฌ940 | โ $1,035 | โ HK$8,080 | โ S$1,410 |
| SRPB43J1 | โฌ820 | โ $900 | โ HK$7,050 | โ S$1,230 |
| SRPB46J1 | โฌ850 | โ $935 | โ HK$7,310 | โ S$1,275 |
| SRPB41J1 | โฌ800 | โ $880 | โ HK$6,880 | โ S$1,200 |
Why the โฌ1,500 Mark May Be Surpassed
Several converging factors suggest that the current ceiling of ~โฌ1,000 for SARB models is only a temporary stage:
- Post-COVID โneo-dressโ hype & the power of social media: The post-2020 period has seen a strong demand for dress watches with a strong character, photogenic and versatile. The Cocktail Time, an Instagram favorite, benefits from a virtuous cycle: every viral photo or video of its sunburst dial attracts new buyers, often less price-conscious than traditional collectors. This constant exposure fuels desire and drives prices up.
- Depletion of original stocks: The supply of SARBs is finite by nature and diminishes each year. New Old Stock (NOS) examples from Japan, once relatively common, are becoming scarce at an estimated rate of -17% per year. Each year, new pieces disappear, so that used models in excellent condition become the new benchmark.
- General inflation in the watch market: The entire secondhand market has seen significant inflation over the past 5 years. Seiko, long a hunting ground for good value for money, is seeing its cult models soar. The Cocktail Time, a piece with strong cultural and aesthetic significance, is riding this underlying wave.
Conclusion โ 2025, the Decisive Moment for the Cocktail Time
In summary, the original Seiko Cocktail Time is much more than just a pretty, inexpensive watch found in Tokyo. It is a modern classic that has transcended its modest origins to become a true collector’s item, driven by a unique story and powerful market dynamics.
The verdict is clear: the combination of its heritage (design by a master of cocktails, JDM exclusivity), its technical specifications (superior 6R15 calibers on the first versions), and the current tailwinds (growing rarity, viral craze) makes it one of the most strategic purchase propositions of 2025. For the collector seeking both aesthetic pleasure and financial performance, it checks all the boxes.
However, the clock is ticking โ literally. While the โฌ1,000 mark has not yet been definitively broken for the best examples, all the forces at play suggest that it is only a matter of time. For the discerning buyer, able to recognize value beyond the price, the time to act is now. The aperitif is served, but it won’t last foreverโฆ
Pour bien s'habiller, il faut comprendre le vรชtement, mais aussi la marque et sa stratรฉgie.