Seiko x Mazda Chronograph BF9504: A Dial Inspired by the Dashboard
Seiko and Mazda have presented a new joint chronograph, reference BF9504, sold through Mazda's official goods shop in Japan for ¥69,300 (about $440). The design takes its cue from the instrument clusters of Mazda cars, and the watch comes with both a steel bracelet and a black leather strap.
A watch for drivers
The dark grey dial has a brushed finish, and the black subdials are arranged vertically, like the gauges on a dashboard. A black tachymeter ring with red and white markings surrounds the dial, and red accents appear on the tip of the seconds hand and on the crown ring. The date window sits at 4:30.
The lettering uses Mazda's own "Mazda Type" font. Below the logo, the dial reads "ESTD 1920 HIROSHIMA, JAPAN", the year and city where the car maker was founded; the same text is repeated on the caseback. Mazda describes the design approach as the "aesthetics of subtraction", and the watch is intended to suit any Mazda model rather than one specific car.
Earlier Seiko and Mazda watches were linked to the Mazda Spirit Racing programme; this edition drops the racing theme in favour of a cleaner, everyday look.
Specifications
- Reference: BF9504
- Case: stainless steel, 39.2 mm diameter
- Movement: quartz chronograph with date
- Crystal: curved Hardlex
- Water resistance: 100 m
- Straps: stainless steel bracelet and black leather strap
- Price: ¥69,300 (about $440), Mazda Official Goods Shop
Source: Gear Patrol, 30 October 2026.
