Over the years, which is the most memorable?
Why do you think consumers are so receptive to new G-Shock products?
We are always very true to our concept of ‘absolute toughness’. Even though we introduce new products, that never changes. Also, our products are always authentic. What this means is that a G-Shock can, and is used in a professional environment (by divers or pilots, for example), and it will work perfectly. The most memorable collaborations have been with Eminem, Martin Margiela, Bathing Ape and Stussy. The reason why they’ve been so memorable is they caused a stir in the market when they launched. I also need to explain how we go about doing collaborations – it doesn’t come from us. We don’t put forward a sum of money and ask these collaborators to work with
“The potential collaborator must also show interest