“For UNDEFEATED, authenticity is everything. It’s not about simply catering to the market—we stay true to what we want to express and execute it consistently. We create products we can still be proud of ten years from now. G-SHOCK shares this approach. Their manufacturing process is consistent, and their attention to detail is remarkable. They follow rigorous durability testing standards, and working within those constraints is what makes our collaboration both challenging and exciting. As UNDEFEATED celebrates its 25th anniversary, our customers are seeking more refined designs. The challenge for this collaboration was balancing the brand’s sports and military roots with a more mature aesthetic. That’s why we introduced interchangeable bands, offering both our signature camo pattern and a sleek black option. The choice of the DWE-5600 model was also significant. Personally, I have a deep connection to this design—it reminds me of the early days of digital watches, preserving the essence of what made them special.”

G-SHOCK:
A Brand with Authentic Value

“G-SHOCK has a unique appeal that sets it apart from other watches. It doesn’t chase trends or forcibly adapt to consumer demands. This unwavering sense of identity is what makes it a truly valuable brand. Consumers recognize and appreciate this authenticity, which is why collaborating with G-SHOCK offers a sense of satisfaction unlike any other partnership.” As a lifelong G-SHOCK fan and watch enthusiast, Cheng ensures that every UNDEFEATED collaboration stays true to its roots. The brand’s iconic Five Strikes logo, symbolizing victory, is subtly incorporated into the new model’s LCD screen. Wearing this watch feels like carrying a personal emblem of triumph—an everyday talisman of confidence.

UNDEFEATED La Brea

111 South La Brea Ave, Los Angeles CA 90036
+1 (323) 937-6077   Mon-Sat : 11AM-7PM   Sun : 12PM-6PM

UNDEFEATED and G-SHOCK have a long history of collaborations. The first three iterations were based on the DW-6900, but for this fourth edition, the model has been refreshed with the DWE-5600. This latest design features three interchangeable bands and a backlight that illuminates the UNDEFEATED logo—a detail that reflects Cheng’s deep appreciation for watches and their intricate mechanics.

Profile.

Eric Cheng

Eric Cheng began his career selling sneakers on eBay before launching his own brand, Bait, alongside managing the global expansion of UNDEFEATED. A well-known watch collector, he was named Watch Collector of the Year by GQ Global in 2024.