Last year was a year of many firsts. It was the first time I worked from home for months in a row. It was the first time I wore a mask every time I left the house. And it was the first time that a regular production G-Shock collection started selling above it’s recommended retail price on the secondary market. I am, of course, talking about the Casio G-Shock GA2100-1A ‘CasiOak’ collection, that sent the watch community into a passionate frenzy. So why is this new collection from G-Shock so damn popular? It boils down to a couple of things in my mind. Firstly, its nickname is in reference to a particularly desirable Swiss luxury mechanical sports watch, which rhymes with “joyful hope” (Audemars Piguet’s Royal Oak in case you’re still wondering). This is a particularly good example of one of my favourite phrases “high fashion, low rent” where, through a kind of cultural subversion, you get access to an otherwise off-limits category but in an obviously tongue-in-cheek way. If Swatch made a time-only wristwatch that reminded you of a Patek Philippe Nautilus 5711 without looking like a straight-up homage, I’d imagine it would be similarly popular. Secondly, it’s just…
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