Hidden x G-Shock: A Partnership in Timekeeping.
I am a big fan of Hidden. I was a big fan of G-Shock in the 90ies, I had a few of them. And I like well-made collaborations between brands.
Bringing two brands together to create something new and tell a great story is an art.
Hidden is a fashion brand built on top of their newsletter. The story is super interesting, but it would need another write-up. Hidden regularly drops their own products – available to order for 24 hours, and subscribers of the newsletter get early access to their products.
G-Shock probably needs no introduction. This year G-Shock turned 40, and the story in itself is amazing. Kukuo Ibe had the idea in 1981, and it took him 2 years of a lot of trials and errors to come close to his idea: “To build a watch that would never break” – the “Gravitational Shock.” (There is an interview with the inventor on YouTube.)
Hidden has done a few great collaborations over the years. Today they are dropping their version of the G-Shock. Of course, they have written about the history, their idea, etc., in their latest newsletter (for subscribers only).
Do I really need to get one? I am tempted, but I can’t remember when I wore a “real watch” for the last time since owning an Apple Watch …
Thanks for reading!
Jürgen