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.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)