G-Shock—The Trendsetting Watch Retailer in SoHo

G-Shock—The Trendsetting Watch Retailer in SoHo

A trip to SoHo—specifically West Broadway, between West Houston & Prince St.—might seem like an odd place for watch retailer G-Shock to set up shop, what with a handful of contemporary galleries on either side of the trendy downtown block. But, not long after entering the casually cool space it all began to make sense. The brand, lauded as The Toughest Watch in the world, appeals to trendsetters (think artists, athletes, pop culture icons and more—some collaborators with the brand and others eager supporters), plus the savvy-shopping 18- to 34-year-old crowd, so it goes without saying that the shop should also boast an ultra-cool décor. Said décor comes in the form of exposed brick walls peppered with shelves and display cases, placing G-Shock’s colorful offerings front and center. The walls also serve as backdrop for tons of colorful paintings, which trail from the street-level showroom to a larger second-floor gallery space, where a rotating roster of artists’ works are on display. Currently, Brooklyn-based visual artist, photographer and musician Hisham Akira Bharoocha’s whimsical series of colorful collages adorn most of the space, while G-Shock watches from the Frogman series, as well as limited-edition pieces and more are individually displayed in illuminated cubby holes.

As stated earlier, the brand is known for its toughness—cops even shop the timepieces for their durable hardware. And, right now there are plenty of cool products for men and women at the SoHo outpost, including the brand’s trendy Camouflage watch, MT-G with stainless steel/resin case and Sapphire glass, and the rugged Rangeman—with a shock-resistant triple sensor, to measure barometric pressure or give direction. For more on G-Shock, click here.

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