G-SHOCK just got a new personality—four of them, to be exact. And who better to give them life than streetwear legend NIGO®, the man who made apes go crazy and clocks tick cooler.
For decades, G-SHOCK has been more than just a watch—it’s been a badge of toughness, a flex of attitude, and for some of us, a first “big boy” purchase back in school days. But this time, the brand’s taking a bold leap from wristwear to world-building through a new project with NIGO®, where four original characters will embody G-SHOCK’s spirit of resilience, rebellion, and style.
When Time Becomes Alive
Inspired by four of G-SHOCK’s most iconic models—the DW-5000, DW-6900, GA-2100, and GA-110—these new characters reimagine each design as living, breathing personalities. There’s Goro Rock and Duno Wang-Teng, among others, each shaped by the energy of their respective watches: bold, tough, and unapologetically original.
If you’ve followed NIGO’s creative evolution from A Bathing Ape to HUMAN MADE to his current reign as KENZO’s Artistic Director, this feels like a full-circle moment. It’s NIGO doing what he does best: turning everyday objects into cultural icons.
Streetwear Meets Storytelling
Through this collaboration, G-SHOCK is expanding its identity beyond design and diving headfirst into storytelling. The characters will appear across global campaigns and digital content, even in animated form. Imagine the classic G-SHOCK DNA—toughness, precision, and street cool—given the anime treatment. It’s part nostalgia, part future, and totally NIGO®.
Even the project logo “NIGO®: G-SHOCK” has its own hidden detail: the colon (:) represents the hour-minute separator on a digital clock, symbolising the creative sync between NIGO’s timeless style and G-SHOCK’s lasting legacy.
The Art of Staying Relevant
There’s something special about this collaboration. Both NIGO and G-SHOCK come from Japan and have shaped global youth culture in their own ways. They’ve stayed cool through the years, and this project connects longtime G-SHOCK fans with a new generation that loves art, anime, and design. It shows that creativity keeps even the most timeless brands alive. You don’t have to reinvent everything—just keep evolving with style.
A special website is already live, teasing character visuals and future animations that’ll expand the G-SHOCK universe even further. You can check it out here.
