G-SHOCK, manufacturer of the Toughest Watch in the World, and skateboarding superco HOOK-UPS combine efforts to release the G-SHOCK/HOOK-UPS WATCH SERIES. The series consists of three skate-infused timepieces each available with a unique graphic and matching color scheme. Focusing on skateboarding’s artistic mannerisms, the collection lives up to the G-SHOCK philosophy of combining the latest technology, superior function and durability with styling that appeals to pop-culture and core sports enthusiasts alike.
HOOK-UPS, known for its futuristic graphics, features Japanimation themes with an American twist throughout its product line. Together with G-SHOCK, HOOK-UPS bring its comic book style characters to life appealing to both skateboarders and non-skateboarding HOOK-UPS fans. “Our art attracts more than just the skater so adding our images on these watches is a natural extension,” claims HOOK-UPS Marketing Director Nikos Constant. The graphics feature space-age female action figure “Blue Cybertrooper” set on a blue band with a bright yellow and blue housing, the haunting “Neo Devilman” on a black band with a black and maroon housing and the silhouetted female cop entitled “Police Logo” on a black band with a black and army-green housing. Each watch also displays the “Target Logo” in a matching color on the Velcro/Nylon band and is displayed when the electro-luminescent backlight is activated.
According to G-SHOCK Marketing Director Jeff Powers, “This is a great opportunity to partner up with one of skateboarding’s premiere companies. Our customers are a diverse group of individuals that have a wide range of interests and we believe this series will fit both their functional and stylistic needs.”
The watches integrate a shock-resistant housing for potential slams and hard-hits, are water-resistant for up to 200m in case the ocean beckons, have a countdown timer, 12/24 hour format, hourly time signals, auto calendar, multi- function alarms, 1/100 stopwatch and an electro-luminescent backlight.
Co-Owner /Creative Director and HOOK-UPS Pro Skateboarder Jeremy Klein, along with Constant, approached G-SHOCK with the idea to join forces simply because they really love G-SHOCK watches. “It’s the first time artwork of this magnitude, along with such a great watch company has gotten together to produce such a great product,” notes Klein.
Through sponsorship of core events such as the VANS/G-SHOCK Triple Crown of Skateboarding Series and professional athletes, G-SHOCK continues to put its product on the most demanding riders in the world. With the HOOK-UPS series, whether at the skate parks, in the clubs, or just hanging with your friends, these are sure to be a hit.
The G-SHOCK HOOK-UPS SERIES is available nationwide at The Watch Store, select skate/snow/surf shops, and online at www.gfactory.com. The suggested retail price is $99.