As Casio G-SHOCK commemorates its 40th anniversary, their new collaboration with streetwear label UNDEFEATED celebrates a crossroads of urban style.
It’s been 40 years since the launch of the Casio G-SHOCK, and as part of its anniversary celebrations, they’ve teamed up with global streetwear brand, UNDEFEATED, to launch their new collaborative timepiece, the Casio G-SHOCK x UNDEFEATED DW6900UDCR23-5. This isn’t G-SHOCK’s and UNDEFEATED’s first get-together. They produced an all-green DW-6901UD-3JR for the manufacture’s 30th Anniversary. Ten years on, their new collaborative piece results in a brown resin case, one that’s strikingly contrasted by a vivacious yellow dial, infusing a contemporary zest. The bright blue accent gives added depth, where the same color is applied to the ‘G-SHOCK’ script and UNDEFEATED’s five-strike tally logo. Engineered for versatility, the watch comes equipped with an extra Nato-style nylon cloth strap in classic black, distinguished by the ‘UNDEFEATED’ patch sewn in.
Of the design, UNDEFEATED’s Eric Cheng said, “I wanted to design a G-Shock that is simple and mature, yet unique through colors instead of artworks. This stays true to the UNDEFEATED brand — simple, classic, and with an edge.” Cheng shared that his affinity to the G-SHOCK collection stemmed from seeing the watch on Keanu Reeves in Speed.
Keanu Reeves in Speed (1994) wearing a Casio G-SHOCK. Image: 20th Century Studios
“G-SHOCK watches are icons and it seems like everyone owns at least one at some point of their lives. My favorite memory is seeing a G-SHOCK on Keanu Reeves’ wrist in Speed when I was in high school. The watch was indicative of the plot where every second counts and that elevated the Casio G-SHOCK brand for me. I’m sure many others felt the same at the time.”
UNDEFEATED and their collaborations
If you’re a fan of streetwear, then UNDEFEATED probably needs no introduction. The brand started off as an authentic sneaker store and apparel brand in 2002 that sought to offer a curated selection and exclusive collaborations. Two decades later, the brand is still at it and expanding its brick-and-mortar space, the latest being in Guangzhou’s historic Dong Shan Kou neighborhood.
Watch collaborations aren’t foreign to a guy like Eric Cheng. The UNDEFEATED CEO, who also headlines Bait and Kokies, has gone on to partner up with Tudor, Seiko, and H. Moser & Cie, through his streetwear labels. In 2022, UNDEFEATED and H. Moser & Cie worked together to produce the Streamliner Flyback Chronograph.
UNDEFEATED has also worked with Unimatic to create a rendition of their classic Modello Uno Diving Watch. The differences are subtle — additional track on the bezel insert, and the unmistakable UNDEFEATED logo takes up the usual real estate. (We did our own collaboration with Unimatic. Read about it here.)
Casio G-SHOCK’s 40th Anniversary celebrations
At its launch in 1983, the G-Shock model DW-5000C became the first wristwatch to be conferred the “tough watch” in name when its revolutionary shock-resistant structure clinched the idea of the watch as a breakable item. In doing so, it created a subset of a new wristwatch genre, capitalizing on these four factors: Structure, functions, materials, and design.
Earlier this year, they released the Casio G-SHOCK MR-G Frogman MRG-BF1000E-1A9 “Double Anniversary” and these Recrystallized Series of the GMW-B5000PS and GMW-B5000PG, both in honor of the collection’s 40th Anniversary.
The Casio G-SHOCK x UNDEFEATED 40th Anniversary drops this Friday, August 18th, exclusively on undefeated.com.
Tech Specs: Casio G-SHOCK x UNDEFEATED 40th Anniversary
Reference: DW6900UDCR23-5
Functions: Hours and minutes; 1/100-second stopwatch; countdown timer; multi-function alarm; flash alert; calendar features
Case: Brown resin
Dial: Yellow with blue highlights; ‘Undefeated’ logo on the LCD
Bracelet: Brown; Additional NATO-style nylon cloth strap in classic black with ‘Undefeated’ sewn-in patch
Price: USD 190
Availability: In limited quantities, e
xclusively on undefeated.com. 
