In October, a large part of Luzon was severely affected by a series of typhoons. Last month, the Philippine Atmospheric, Geophysical, and Astronomical Services Administration (PAGASA) reported that the situation could have been much worse if not for the protective barrier provided by the Sierra Madre mountain range.
A viral video showed how the Sierra Madre minimized the impact of typhoon Pepito, despite the heavy rains experienced in some parts of Luzon. Aside from shielding the provinces in Luzon from super typhoons for decades, the mountain range is also home to wildlife and endangered species.
This is what inspired the Japanese watchmaking brand Seiko for its 5th Philippine Limited Edition Watch. Following the success of previous editions—Tubbataha Reefs, the Philippine Sunrise, the Philippine Eagle, and the Banaue Rice Terraces—Seiko now pays homage to the endangered Whiskered Pitta, which is also found in the Sierra Madre mountain range.
During the launch of Seiko’s newest Limited Edition Watch, Karl Emmanuel Dy, president and CEO of Timeplus Corporation, Seiko’s Philippine distributor, emphasized that the watch is more than just a luxury item but also a call to action.
“For me, it is symbolic. And this is where Seiko is heading also—not only to sell watches but also to support the environment. Because it’s not easy to make a watch; there are a lot of environmental impacts, so we need to give back,” Dy told Manila Standard Life.
Dy then shared that the project holds personal meaning for him, describing it as something he is proud of.
“It’s actually very personal. I have relatives who were hit by typhoons and monsoons in the past. When I presented the Sierra Madre concept, I explained its significance as our backbone. It protects us, especially during the monsoon season. Partnering with FEED Philippines, an organization dedicated to tree planting, was a natural step,” he said.
“This is Sierra Madre. It’s there for a reason. And the beauty is [that] it protects us from these monsoons. So, I think out of the five limited editions, this is the one closest to my heart. Kasi nga because my relatives got hit by the typhoon. And I know how devastated they are,” continued Dy.
The timepiece pays homage to the endangered Whiskered Pitta, a bird native to the region. Its vibrant hues are subtly reflected in the watch’s red and blue accents, symbolizing the delicate balance between nature and humanity.
The watch’s design is rooted in environmental storytelling. Its textured dial mimics the rugged Sierra Madre terrain, while the brown gradient symbolizes the soil that forms the foundation of the mountain range.
“The gradient is based on our soil in Sierra Madre. Even the texture of the dial is loosely inspired by the mountain range. The watch speaks more for what it stands for rather than just being a product to sell,” he added.
“The way they did it is like, wow, I am very proud of this. And even if it’s simple, I think the watch speaks more for what it stands for, rather than just selling,” said Dy.
Dy then emphasized that the initiative aims to inspire a broader environmental movement, not just within Seiko but across industries.
“We’re hoping that this really, really starts something. Not only with Seiko but with other brands. Not just in the watch industry, but in general for the Philippines because we really need it. Everybody’s getting hit, no matter who you are,” he explained.
With each purchase of the Seiko 5th Philippine Limited Edition Watch, a tree is planted in the Sierra Madre. This initiative, made possible in partnership with Fostering Education & Environment for Development, Inc. (FEED), aims to support the rehabilitation and reforestation of the Sierra Madre, the natural habitat of the Whiskered Pitta. The non-governmental organization’s efforts focus on restoring the forest ecosystem while empowering local communities through sustainable programs.
“Please support the watch and let’s plant a tree. Let’s all plant a tree. No matter what,” Dy stated.
