Recapping the G-SHOCK Showroom Takeover Kick-Off Event at Windup Watch Shop

From September 18th through the 21st, the Windup Watch Shop showroom in Brooklyn hosted something a little different: a full takeover by G-SHOCK, along with Casio, Edifice, and Pro Trek. Over four days—and especially during Thursday night’s kick-off—the space buzzed with enthusiasts, collectors, and the digital-watch curious, all eager to get hands-on with the toughness, design, and community spirit that have made G-SHOCK a cultural icon.

Our Brooklyn-based Windup Watch Shop showroom was fully reimagined for the event. In addition to our usual selection, visitors found an expanded lineup of watches, from core staples to the latest releases, available at special showroom-only pricing. Just as important, G-SHOCK brought more than product. Brand representatives were on hand throughout the takeover, sharing stories, answering questions, and even running the drop-test machine—a live demo proving that “Absolute Toughness” isn’t just a tagline.

The Thursday evening kick-off set the tone for the entire weekend. Sushi, Japanese treats, and drinks kept the atmosphere relaxed while a giveaway and exclusive G-SHOCK swag added to the excitement. Both G-SHOCK and Worn & Wound teams mingled with the crowd, sparking conversations, encouraging hands-on time, and comparing their Squares, Mudmen, CasiOaks and more.

A true highlight of the night was the wrist-shot station. With Worn & Wound’s staff photographer capturing attendees’ G-SHOCKs in action, the first hour turned into a live-shoot showcase of the gems within guests’ personal collections. Beyond just the photos, this moment was about the pride of wearing a G-SHOCK and sharing that passion with the broader community.

What made the takeover memorable was its mix of both fun and substance. For many, G-SHOCK is something experienced on a website or through Instagram, but this was a chance to feel the weight, test the buttons, try the backlight, and see the displays up close—all the little details that matter when you’re choosing, in some cases, your very first G-SHOCK. And because this takeover weekend was open to the public, it reinforced something we care about deeply here at Worn & Wound: watch culture should always be welcoming and accessible.

If you missed it, don’t worry—this brand takeover concept piloted by G-SHOCK worked, and odds are this won’t be the last. More than a shopping event, it was about community, engineering, and letting people experience first-hand what “tough” really means.

Looking ahead, G-SHOCK will be back in a big way at Windup Watch Fair NYC, October 17th through the 19th. They’ll be bringing the same energy and an even broader range of models to the show floor. And here’s something you’re hearing here first: on Saturday, October 18, we are extremely proud to announce that Mr. Kikuo Ibe, the Casio engineer who created the concept of the G-SHOCK in the early 1980s, will attend Windup for the first time ever and serve as the concluding speaker in Saturday’s panel and podcast program—a can’t-miss moment for G-SHOCK fans and watch enthusiasts alike.

Inspired by a broken heirloom watch and the bounce of a rubber ball, Mr. Ibe set out to design a timepiece that could achieve the now-legendary “Triple 10” resistance—10-meter drop, 10-bar water resistance, and 10-year battery life. His vision gave rise to one of the most enduring and influential watches of the modern era, and you won’t want to miss this once-in-a-lifetime opportunity to hear him speak and meet him after his presentation. Huge thanks to our friends and partners at G-SHOCK for their ongoing support of the enthusiast community.

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