I think G-SHOCK is one of the few products that demonstrates simple, easy-to-understand characteristics. The internal functions are clearly communicated through the design, and users can sense the watch's toughness, lightness and water resistance by simply touching it, even if they aren't familiar with its features. Achieving this has been a constant theme for people involved in design.
I felt the idea from that time - daring to use a skeleton body with such a characteristic tough construction - shared similarities with the concepts of Renzo Piano and Richard Rogers who designed the Centre Pompidou (France's national cultural center), with its classic feel yet futuristic design. At the time, I felt G-SHOCK was at the cutting edge in terms of design.
From that moment on I believe G-SHOCK has continued to be supported by many creative people. It has gone beyond the realm of being a mere wristwatch and established itself as the authoritative cultural and fashion icon of the times.
That's why I wanted to work with G-SHOCK. I was interested in interpreting and expressing G-SHOCK's tough, but simple characteristic, and its ability to handle the unpredictable. I also wanted to create something that linked the product to its powerful, thrilling and intensely fascinating image. To have kept a constant stance for over 25 years and maintain a market presence for that long is amazing. The secret to its longevity as a commercial product comes from its technical capabilities and cultural Zeitgeist. I also have a soft spot for G-SHOCK's eco-friendly solar functions and want to continue collaborating with G-SHOCK on limited-addition-models and commercials in the future. I hope we'll continue to engage each other in the years to come.

Alex (owner)

Kevin (manager)

Ben (creative director)