There’s an old saying that if you wait long enough, eventually everything will just become a G-SHOCK collaboration. Maybe that’s not 100% true, but sometimes it feels that way. Few brands have the breadth of collaborative partners as G-SHOCK. Can you really think of any other entity that would release a product with Wu-Tang Clan and the Surfrider Foundation and a blockchain based open world game?
Only G-SHOCK is really capable of this type of reach. It speaks to their huge appeal to collectors across many, many different verticals, and a strong core following among a very specific type of watch lover. The culture around G-SHOCK collecting is completely distinct from any other watch collecting subset, and it’s reflected in the huge variety of their mainline watches as well as limited editions released with their many collaborative partners.
Streetwear brands are perhaps an obvious example of ways that G-SHOCK finds synergy with enthusiasts in other disciplines, and their latest release with Anti Social Social Club is a great example of that strategy. For those who are less familiar with the streetwear world, a brief primer on ASSC might be in order. The LA based brand was founded in 2015 by Andrew Buenaflor, who has explained that the inspiration for the brand and its aesthetic comes from his experiences with mental health struggles. The brand has risen to popularity thanks to being worn by celebrities and many collaborations with other brands, including Rimowa, Hello Kitty, and Formula 1. Again, we see a bit of the G-SHOCK playbook here in that seemingly unlikely partnerships often pay dividends.
The new watch is a DW6900 with a clear resin case and strap that has been given the ASSC treatment. In this case, that means a pastel toned floral and butterfly motif provides an accent throughout, and the words “GET WEIRD” can be found on the display. The typography across the watch and packaging is all ASSC coded as well.
In addition to the watch, there’s a variety of Anti Social Social Club Apparel that is launching alongside it. The capsule collection includes hoodies, tees, caps, a tote bag and water bottle, all featuring the same floral pattern as the DW6900 watch. Pricing for the items in the capsule collection range from $25 to $99.
The DW6900, like all G-SHOCKs, is built to withstand extreme shocks, and is loaded with useful features, including a stopwatch, countdown timer, multiple alarms, and a backlight. It’s water resistant to 200 meters. The case, as you might expect, is enormous, measuring 53.2mm by 50mm. It’s also 18.7mm tall. Not exactly discreet, but that’s not really the point of a watch like this.
The ASSC x G-SHOCK capsule collection officially launched yesterday. The new DW6900 carries a retail price of $170. G-SHOCK
Zach Kazan
2026-02-20 14:00:00