Introducing: The G-SHOCK Ref. 6900 - Subtract By Ed Sheeran For Hodinkee

Hodinkee

A limited edition G-SHOCK designed by Ed Sheeran for Hodinkee. And today, it can be yours.
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It looks like Bart Simpson.

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Does anyone else think G Shock, Seiko, Timex, and others may be going a bit overboard with all these collaborations and special editions?