Is this the Futur for G-Shock?
Some of you may have seen me comment on posts relating to the world of G-Shock recently that I feel that they are becoming a fashion brand *audible gasp*
I believe this started with the introduction of the GA2100 'Casioak' and it's subsequent rise to fame as one of the hottest affordable watches available right now.
If you look at the most recent offerings of new models in the G-Shock catalogue they seem to all be veering towards the bright colours, outfit matching, fast-fashion oriented styles, and this is also reflected in who they partner with.
It wasn't that long ago that G-Shock was releasing watches in partnership with the British armed forces, including a British Army special edition Mudmaster and a Royal Navy special edition Frogman, really leaning into their reputation as hardy durable tool watches worn by professionals (sadly both of these watches were only limited edition and sold pretty quickly at an overinflated price which put them out of the reach of most of the people they were actually aimed at, but I digress...)
This brings me one to one of G-Shocks most recent releases, done in partnership with French fashion brand 'Futur'
Futur seem to specialise in modern fashion, including a shirt for €195 which looks like Bob Ross' paintbrush cleaning rag (reduced to the bargin price of €79 ... quelle suprise) and a baseball cap with an 'F' on it.
The collaborative brain power of these two mighty brands has resulted in...a grey muted 2100 that has a gold date hand and the days are in the French flag colours?
Don't worry about getting one though because they've obviously already sold out.
Now I won't pretend to understand the concept behind these items as high fashion is totally beyond me, however I can't help feel that G-Shock is a far cry from the utilitarian partnerships of old.
Other new releases such as the G-B001 with it's 90's aesthetic and the DW-5600GL-9ER (or 'Lemon Sherbet' as I call it) really seem to show that G-Shock isn't as interested in durable but plain looking tool watches anymore.
Don't get me wrong, I love the brand, I think part of the fun of having an inexpensive watch like that is that you can have multiple watches in gaudy colours and have fun with it, that's what they're for, but as someone who also relies on their watches as a durable tool, I do worry about what direction they're going in. All the eggs seem to be going in one basket.
I appreciate that these fashion pieces are built to the same standard as any other G-Shock and are just as durable, and that Casio has to make things that clearly sell, however I can't personally see a soldier or fireman or tradesman wanting to wear a watch that will look dirty at the slightest sign of work.
Are my worries unfounded? Am I overreacting? What do you think?
Tool watches and watches that can take a bit of punishment are my thing! Current collection: G Shock 5610, 6900, GA900, G-LIDE, Victorinox INOX, Luminox ICE SAR 1001, Christopher Ward Trident 65, Paga...
Most people don't need a durable tool watch, in order to capture more the market Casio has to branch out into the Swatch world of bright "toy" watches.
Casio will always make a simple black G-Shock for people that want them.
I find many G-Shocks too bulky to be a great tool watch, and I mostly see them on the wrists of aspirational adventurers. The kind of person that wears a Patagonia/North Face/OR jacket for the bus ride to their desk job in an office. If you can wear a bright red outdoor jacket to the office, a "fashion" G-Shock won't be out of place either.
While I like the G-Shock, the only model that would fit my small(er) wrist is the GMAS-2100, and only then would I choose the black one with the contrasting rose-gold hands and indices ... the models that are brightly colored and/or don't have much contrast between the dial, hands & markers don't really appeal to me.
I happen to think it’s quite an attractive egg basket.
I recently saw a Kpop girl group, Itzy, promoting gshocks and keeled over laughing. The combination seems so off, but, apparently, this is what you need to do to survive.
G shock has always put out some wild colors, I kinda want some crazy colorful ones myself! Those new ufo catcher models look super fun! One can still pick up the utilitarian looking models as well, most of my G shocks tend to go towards that direction
I recently saw a Kpop girl group, Itzy, promoting gshocks and keeled over laughing. The combination seems so off, but, apparently, this is what you need to do to survive.
This is exactly what I mean, some people seem to think that I'm just complaining or saying G-Shock shouldn't do these things and should stick to just black resin tool watches, I'm not, I'm genuinely curious in peoples opinions and I'm just saying that I've seen a lot more examples like this of unlikely partnerships that don't seem to make a lot of sense, and is this the future of the brand
This is a standard Casio / G-Shock trait, when the Baby G line came out in the 90s people thought it would water down the brand but it didn't, just opened up their market share even more. have you looked at the G-Shock JDM stuff? There's some amazing stuff there, they are continuing to evolve the MRG range which could be classed as fashion in the same way that Hublot is..........runs away v fast 😛 😄
After the first G-Shock have they always been fashion watches... If not only for trendy people - for contruction workers, adventurers and so on!
But there is nothing wrong with fashion watches and in my opinion is both Rolex, Breitling and Rado examples of very expensive fashion watches... Here is some I own and are proud of...
Hehe 😎
This is not the first time I've heard someone call G-Shock a fashion brand. The first time, I cocked an eyebrow, but on further reflection, it's not far off. Yes, with their myriad and ever changing colors and blingly designs, and seemingly daily releases, not to mention the metal Gs for many hundreds or thousands. If you're looking for a utilitarian watch that can take an thrashing, why would you spend more money for a less robust case that can ding and scratch? Few who buy a G-Shock really need the reputed ruggedness, they just like the idea of it, so yeah, why not get them blinged out in funky colors to stand out?
Someone else said, watches are cosplay. These days people, particularly we enthusiast types, wear them because they make us feel something, they represent something, or project something, if only to ourselves. I'll go out on a limb and say all watches are fashion watches.
Casio's been offering their G-Shocks in a variety of colors for years and these being sold as fashion accessories isn't new. We sometime tend to forget that watch brands are in the business of selling watches because its a business that's generate revenues not because they like us or care about our opinion.
As much as I think the whole Itzy-Casio combination is funny, I don't really mind that G-Shock is now a fashion brand. Casio still makes watches that are tough to be worn by folks who need a tough watch, and as long as that continues, I'm good with it.
I mean, I own a G-Shock, but the most demanding thing I do is my yard work or go on a hike. I own it only to try on different mods (have 4 different bezels and probably 8 different bands and straps) because it is not a tool watch to me - it is, gasp, a fashion watch.
All good. Let's live and let live. If Casio can sell one more watch to a kpop fan because Itzy are promoting it, great. Hopefully, Casio will still make watches that a soldier in the front line can continue to wear.
For one thing, its business for Casio.
Other than that, Casio still puts function over form even if they go the fashion brand way. You cannot deny that the watch is still capable of things what it was designed apart from the coloured dress up. G-shock way of flare is bright colours and if you are into it then you have those options, if not they still sell the classics in under the radar color.