The Almost Gods X G-Shock Limited-Edition Watch Epitomises The ‘Never Give Up’ Ethos

When young Casio engineer Kikuo Ibe took it upon himself to create a watch that was ‘unbreakable’ in the early 1980s, it was inconceivable that the watch would have such a cult following even after 40 years. G-Shock, since its launch in 1983, is synonymous with toughness and innovation. Born from a desire to create an unbreakable timepiece, these iconic watches have captivated watch enthusiasts and adrenaline junkies alike. With their rugged design, shock resistance, and cutting-edge technology, G-Shock watches continue to push the boundaries of what a watch should be.

Over the years G-Shock has collaborated with many like-minded visionary brands and artists to create limited-edition collector’s timepieces. This includes hip hop band Wu-Tang, NASA and global video game League of Legends. But in a move to establish India as a core market for the watch brand, G-Shock has partnered with Almost Gods, the avant-garde homegrown luxury fashion brand, to launch the Almost Gods X G-Shock timepiece, GA-2100AG24-1A1.

 

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Inspired by the raw, untamed power of nature and the timeless allure of mythology, the Almost Gods X G-Shock limited-edition watch symbolises the duality of life—creation born from destruction. The design and iconography express the explosive energy of a volcanic eruption, paying homage to the original G-Shock and its ‘Never Give Up’ ethos.

We spoke to Hideki Imai, MD of Casio India and Dhruv Khurana, Creative Director of Almost Gods to know more about this one-of-a-kind collaboration.

Edited excerpts:

1. What makes the collaboration between G-Shock and Almost Gods so unique?

HI: This collaboration is a significant milestone in the history of G-Shock in India, and we wanted to create something uniquely Indian yet that has a global appeal. Almost Gods’ bold, artistic approach to fashion aligns perfectly with G-Shock’s rugged and innovative spirit. Their origin story, rooted in power, resonates with G-Shock’s journey of creating an unbreakable watch—both embodying strength and resilience.

DK: It’s not just the first-ever collaboration for Almost Gods, but it is also Almost God’s first-ever horological collaboration. Why G-Shock? Because culturally there is no other brand that holds the status G-Shock holds. Revered globally, G-Shock speaks to an intelligent, plugged-in audience, setting trends that spark conversations worldwide. Their artistic sensibilities perfectly resonate with Almost Gods’ brand ideology, making this partnership feel less like a collaboration and more like a natural fit.

2. What are you looking for from this unique collaboration?

HI: This partnership has brought together two iconic brands, each with a distinct identity, to create a limited-edition timepiece that resonates with the evolving tastes of Indian consumers, particularly the younger generation. Leveraging G-Shock’s global recognition for toughness and its connection with the youth, this collaboration aims to establish a strong brand presence among young Indian consumers.

DK: As a young, fast-growing brand with three stores and the next one opening early next year as well as expanding our presence within North America, Europe—we’re redefining what it means to be an Indian label with global ambitions. This collaboration with G-Shock is a stamp of approval and pays attention to the voices from India. I think the trust and acceptance of that cultural niche are what we represent.

3. Talk about the shared vision and design concept that makes the Almost Gods X G-Shock timepiece, GA-2100AG24-1A1 unique, powerful and exciting.

HI: Both G-Shock and Almost Gods have consistently pushed boundaries, challenging the status quo and delivering transformative creations that resonate deeply with their evolving young audiences. Almost Gods’ bold and artistic approach to fashion seamlessly aligns with G-Shock’s rugged and innovative spirit, making this collaboration a perfect fit. The origin story of Almost Gods, rooted in the concept of power, resonates deeply with G-Shock’s narrative of creating an unbreakable watch—a symbol of resilience and strength.

DK: The watch captures a volcano at the moment of explosion. We wanted to play with this idea of time and how to capture a single moment. A volcano at that moment of eruption is just raw power and a very visual moment. It is this visual vernacular that speaks to the idea of strength and power that is common to both brands. Around the volcano itself, we build this whole mythological landscape which is very much in the language of Almost Gods. We want everything to be big, grand and expansive and that is where we drew the artistic language for the collaboration.

4. Highlight the key design elements and features that make this watch a symbol of resilience and artistic expression.

DK: It started with choosing the watch model. For us, the dial shape of the GA2100 is the most exciting. Globally, it is a well-recognised design and it is on its way to India now. I think the G-Shock team is also very excited about positioning this as the dial they put forward in the market. In terms of the actual design, we went through over a hundred iterations. We had to zero in on the most authentic sense of the identities that we wanted to put forward. It was not just important to us but also to G-Shock because it’s their first collaboration in the country. We went through colourways, we went through many different print storytelling. The second we found the volcano it was a unanimous decision.

HI: At the heart of this exclusive design lies a fusion of potent symbols: The Alpha Cross represents Almost Gods, while the dragon—a symbol of immense mythical power—embodies the strength and authority that runs through our design philosophy. We drew inspiration from the sheer power of a volcano, where creation and destruction exist side by side. It’s a perfect metaphor for resilience and transformation, which we’ve translated into the watch’s bold look. It combines G-Shock’s legendary toughness with Almost Gods’ forward-thinking design. The volcanic eruption subtly captures the essence of this collaboration: a moment of colossal power, two powerful forces from distinct worlds uniting to create something extraordinary.

5. G-Shock and Almost Gods represent and even shape the style sensibilities of Millennials and Gen-Z. What can we expect from this collection?

HI: G-Shock has long resonated with Gen Z and Millennials globally due to its unmatched combination of style and durability. The limited-edition timepiece has been built on the popular GA-2100 model, that combines G-Shock’s durability with a sleek, minimalist aesthetic. The iconic octagonal form ensures the design stays true to G-Shock’s identity while offering a versatile accessory that blends effortlessly into everyday wear, allowing the youth to make a confident style statement in any setting. Additionally, the collaboration’s bold, narrative-rich design draws inspiration from mythology and nature’s raw power. This imaginative storytelling reflects powerful cultural narratives, making both brands highly relevant in the age of fashion with a story.

DK:  We’re not targeting a specific generation like Gen Z or Millennials—instead, we approach design through a psychographic lens. Today, the mindset of an 80-year-old can align seamlessly with that of a 20-year-old, thanks to the internet democratising aspirational values. This timepiece is for someone who’s forward-thinking, who wants to be culturally tapped, and who wants to be part of the conversation. The design was very selfishly made to be ‘cool as hell’ and this is something that every person we showed it to was excited about. We knew that the watch would transcend age and work for everyone.

6. What are some of the key trends in luxury streetwear fashion and horology?

HI: Luxe streetwear and horology are witnessing a dynamic evolution, both in India and across the globe. In streetwear, there’s a growing emphasis on storytelling through design, with brands blending cultural influences, bold artworks, and high-quality craftsmanship to appeal to a discerning, style-conscious audience. In horology, the focus is shifting toward timepieces that combine functionality with artistic expression. Watches are no longer just practical tools but are seen as personal style statements and collectors’ items. Limited-edition collaborations, such as ours with Almost Gods, capture the intersection of design, culture, and innovation, making watches an essential part of contemporary fashion.

DK: We don’t really see trends in a traditional sense. What’s exciting about Fashion—with a capital F—is how deeply personal it has become. Everyone is exploring their own identities and is in personal conversation about what’s happening in the world right now through their own language. Right now, India is at the most exciting version of itself, both culturally and in its retail landscape. With 1.5 billion people, of which a million are working to service them with creative output, India has become a global creative force. We are going to stop absorbing from the world but sharing and giving to the world.