“In the early 1990s, my first memory of G-SHOCK was when it arrived at a select shop in Machida, where I was working parttime, through parallel imports. The yellow model from the 5000 series was only sold overseas, making it highly sought after, and it would sell out quickly once displayed. It had a strong presence. After that encounter, I began working at a vintage clothing store, but at the time, the industry favored high-end luxury watches. However, I preferred CASIO’s reverse-imported digital watches and wore various styles daily. So, when I received the opportunity to collaborate with G-SHOCK, I was thrilled and eager to participate,” shares Daisuke Obana about his experience with G-SHOCK.

As a designer for N.HOOLYWOOD, he has been active on the global stage, creating new collaboration models each season since 2014. His collaboration is rooted in a clear vision to express his deep knowledge and passion for American military aesthetics through G-SHOCK. “I felt a sense of sympathy and inevitability between the military items I collect and the G-SHOCK, which is known for its durability and used in tough environments worldwide. This led to our collaboration. Originally, watches primarily served the purpose of telling time, and their value evolved through ornamental aspects. I focused on the core essence of G-SHOCK, which is its toughness, and aimed to define the wristwatch as a ‘tool’ by emphasizing ‘beauty born from function’ in each model I created. I also strive to maintain a solid set of regulations to prevent design inconsistencies. Therefore, some models may have subtle minor changes each season that are hard to distinguish unless you look closely. Seasonal color variations also exist, but I only adopt colors that arise from particular specifications. If we don’t respond authentically to the essence of G-SHOCK, the product loses depth. The visual aspect is evident in the model numbers, which start from A and reach J this year. It’s rare to have such a clear timeline for a collaboration. This is a genuine product that crosses over my aspirations, thoughts, and identity.” The roots and toughness expressed in Obana’s refined designs are highly popular each year due to their modern storytelling.

As a watch enthusiast, Obana collects numerous wristwatches, including those from high-end brands. So, when does he choose to wear a G-SHOCK? “I always wear it when I travel abroad. Of course, I can check the time on my smartphone, but if I’m using my phone as a GPS or have it in my pocket, I can’t check the time immediately. However, with G-SHOCK, I can quickly see the time just by looking at my wrist. I can even keep it on at the beach without worrying about damage. It’s also nice that I don’t have to be overly concerned if it gets scratched or dirty. In countries with high crime rates, wearing a luxury watch can put me at risk of crime or theft, but with G-SHOCK, I don’t have to worry about that. In a way, it has high anti-theft properties (laughs). It can even be used in saunas, which is a current trend, without a clock. G-SHOCK becomes essential in everyday life rather than just in critical moments. I think this role of a watch is very important and provides a unique value.” Regardless of the situation, G-SHOCK reliably keeps time without requiring special care, while also giving a sense of meaning to wearing it. For Obana, this significance is deeply rooted in his military-wear background and his longstanding admiration for G-SHOCK, which dates back to the early 1990s. He believes that having a reason or significance for wearing a watch is part of how adults wear their watches stylishly. He also comments on fashion from an adult perspective: “Watches can sometimes feel slightly vulgar depending on the context, but G-SHOCK never is. For instance, if I’m wearing a wrinkle-free synthetic easy suit on a plane, a luxury watch on my wrist can feel a bit out of place. But with G-SHOCK, that’s not an issue. It can even convey a sense of elegance and solidity at times.”

With the evolution of street fashion and advancements in functional materials, G-SHOCK watches have become increasingly versatile, seamlessly complementing a wide range of clothing styles. “In the past, I thought it was a watch that was hard to style with fashion, but as time has passed and with the occasional release of unusual models, I believe it has established its position as a fashion item through trial and error. Since the first 5000 series, G-SHOCK has always moved forward, releasing models with a challenging spirit. Some initially unpopular models become rare and sought after over time. The multifaceted appeal of G-SHOCK comes from its solid guarantee and history.”

By continually taking on challenges, G-SHOCK has evolved into a brand beloved by adults. “Their corporate efforts are evident. As a rugged watch used daily, it continues to engage with youth culture while being appreciated by another layer of product enthusiasts, like adult product connoisseurs. In a sense, that’s a branding approach I admire. N.HOOLYWOOD isn’t a high-end brand, nor does it have high ornamental value. I want to provide clothing that fits into daily life. People often tell me my clothes are easy to wear because they have no logos, which I consider the highest compliment. G-SHOCK seems to be progressing along a similar vector, making it relatable. Both G-SHOCK and N.HOOLYWOOD strongly emphasize their usability in daily life.” The unique toughness and design of the G-SHOCK allow wearers to go about their daily lives without worrying about their watch, making it a reliable companion for a variety of situations. As a reliable wristwatch option rooted in lifestyle, G-SHOCK is an accessible choice for adults. Its essence of toughness is the reason it is cherished by many.

Photography. Tomoaki Shimoyama
Interview, Text & Edit. Takuya Chiba Satoru Komura _THOUSAND

Profile.

Daisuke Obana

The designer behind N.HOOLYWOOD, a popular brand established in 2001. Known for its authentic and playful highquality products, the brand draws inspiration from vintage clothing, military styles, and other nostalgic elements, updating them for contemporary fashion. N.HOOLYWOOD has gained global recognition and has been showcasing its collections in New York since Spring/Summer 2011.

Instagram. @daisuke_obana