A Camaro with the Precision—and Heart—of a Seiko Watch

Seiko teamed with the crew from Gas Monkey Garage for an unprecedented challenge: to build a car based on their celebrated Coutura watch.

Isn’t it cool when life comes full circle? In 2003, Seiko’s crack team of tech mavens designed a line of watches based around the sleek, geometric lines of the Chevrolet Camaro. That line of watches was dubbed “Coutura.” 15 years later, the virtuosos at Dallas’s Gas Monkey Garage have flipped the script, constructing a car that echoes the design of the SSC697 Coutura special-edition watch. The eye-catching automobile, modified from a 2018 Chevrolet Camaro SS, features a matte black finish, blue lighting and details, tires reminiscent of the Coutura collection’s dial patterns, and yellow brakes in homage to the watch’s second hand. The Gas Monkey crew revealed the car at the Macy’s Herald Square flagship in New York last year, then toured the car around the country before awarding it to a lucky winner, Joe Geiger, who had entered a contest at Herbert’s Jewelers in Kenosha. Before his big win, Geiger told everyone at the Dallas event that he felt he was going to bring the car home. His confidence was rewarded, not just with the Coutura Camaro, but with Gas Monkey guru Richard Rawlings’ own personal Seiko Coutura SSC697. For those unfamiliar with the Seiko Coutura, (where have you been?), the watch is renowned for its marriage of style and functionality. This year, Seiko launched 3 updated models, featuring geometric threedimensional patterned dials, redesigned markers, and vivid pops of color.