G-Shock is venturing into the luxury watch market, partnering with Tourneau for a limited-edition series of the brand’s best-selling MT-G model. On the heels of the brand’s 30th anniversary, the Casio-owned line has decided to enter the luxury stratosphere based on consumer feedback.
“We identified that there are a number of G-Shock enthusiasts that have expressed an interested in getting a watch that they can wear outside of their normal parameters,” said Susan Vander Schans, director of marketing communications at Casio America Inc.
The task of bringing “the toughest watch in the world” into the realm of Tourneau’s roster of luxury brands was no easy feat. The project, crafted at Casio’s Yamagata factory in Japan, has been in development for almost two years.
“How do we take what we did digitally, turn it on an analogue platform, have it be metal and still have that shock-resistant structure?” asked Mike Princiotto, senior marketing manager of Casio’s timepiece division, of the challenge.
The answer came with the development of G-Shock’s new Core Guard Structure technology — an outer casing of stainless steel, resin and alpha-gel, a vibration-resistant silicon.
Unlike most traditional luxury watch offerings, the MT-G is both shock and water resistant. For additional comfort, a layer of resin on the inside wristband is designed to prevent skin irritation caused by overheated metal.
“A timepiece is a delicate device,” said Vander Schans. “The key with G-Shock is that it’s not delicate.”
The brand will premiere three exclusive models over the next threemonths. The first, a polished stainless steel and resin band withsapphire crystal mineral glass face, rolls out today, with a launchevent held last Thursday, November 7, at the Tourneau’s Madison Avenuestore in New York. Retailing at $900, the watch will be sold exclusivelyat Tourneau stores, tourneau.com and the G-Shock store in SoHo throughBlack Friday, before expanding to department stores and other massretailers. There have been 160 doors confirmed, according to VanderSchans, with the ultimate goal of 200 nationwide.
A black ion plated stainless steel model, retailing for $1,000, willmake its debut in December. The third model, a limited-edition piecethat features a red-paneled band, bows in January and will retail for$1,100. Pre-orders for the limited-edition timepiece began at Thursday'sTourneau launch.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast