Deeply rooted in sports culture, the almighty, practically all-resistant G-Shock, is pretty much the go-to watch for all sports buffs who brave the sea or tear through powder. Aside from its iconic shock-resistant characteristic, the fact that G-Shock watches are often 200M water-resistant means that surfers can paddle and ride with their watches, and it soon became an indispensable part of the surf culture. As such, G-Shock and Hawaii’s In4mation have not only had a close B2B relationship, they are also long-time collaborative partners. This year, G-Shock and In4mation returns to the scene with their third collaborative watch, this time around based on the GLX6900-2 model, and launched the sleek but mighty silver watch at New York City’s posh Soho Grand on Tuesday night.
The garden terrace at Soho Grand was taken over by New York City’s chicest urban crowd, who have turned up in some of the most coveted G-Shock models, or customized their own with a generous load of crystals. The terrace filled up quickly on the warm summer night and guests including both folks from G-Shock and In4mation (including Tadashi Shibuya and Rhandy Tambio from each label respectively), Dee & Ricky, Levi Maestro, Tristan Wild, Malik So Chic, Tamba Hali and Ramses Barden rubbed shoulders, shared a few drinks, bites and good conversation.
Aside from the usual wine and dine repertoire, the event also hosted a raffle with goodies sponsored by G-Shock, IN4Mation, Nike, Zoo York, Freeman’s and more to benefit a charity initiative to fight lukemia.
As for the collaborative watch in question, this time around the duo decided to release two colorways– a silver with red accent and another in silver with bright yellow accents. The In4mation logo sits proudly on the band and the watch also features a custom engraved back. When the EL backlight is on, a happy shaka sign reminds all of the aloha culture and In4mation. The watch will be available online at G-Shock, Macy’s and Bloomingdales. Whether surfing will be a part of your summer agenda, these are the perfect watches to prowl the streets and explore in.