G Shock Bamford Take Three for 2025 With a Hyper-Ironic Launch Venue.

 

Bamford and G Shock have collaborated for the third time, and are releasing a Bamford branded G Shock 5600 for £279.00.

That's it really on the watch front.  We can't fault it frankly, while it forms part of the hyperbolic marketing of this piece, with Bamford saying "every watch collector should have a G Shock", that doesn't detract from the fact it's true.  The reality is G Shock's are by and large relatively inexpensive, last almost forever, are virtually indestructible, and have an exceptional selection of versions to choose from.  They straddle the collectors divide between tool watch, avid collector, and beginner starting their horological journey.  Not to mention they are a great choice for a knockabout watch when in dodgy environments that still has cachet.

What is however particularly interesting about this third release from the duo is the way it is being launched.  The two companies have taken over a small newsagents in Covent Garden, Meera Newsagents, and are launching their new watch from there, alongside "branded" goods.  Meaning everyday items customised with Bamford and G Shock logos.  According to the marketing materials this is inspired by Japanese Konbini, or convenience stores, which sell a variety of everyday items.

We feel there is something so perverse in this as a marketing move, but f you think about it however, it makes so much sense. You have George Bamford, an person born to such extreme wealth an privilege it's difficult to conceive, viewing the small local shop, something which is often frequented at odd hours in search of cash withdrawal, rizlas, and cans of Super T, a thing they would never do other than in the abstract.  Combined with the idealised view of the Japanese Konbini, which western shoppers mistakenly believe are in some way revolutionary or extraordinary due to the highly pedestrian nature of their local shops.  It is accidentally genius, in that it somehow manages to loop round on itself like some sort of hyper-ironic ouroboros, devouring it's own tail in the wash of casual racism, and extreme privilege.   We hope above all else that the owners of Meera Newsagent's are independent, and were well compensated for this experiment in bad taste.

For those wanting to experience the Meera pop-up, it's there from December 5th 2025, till December 8th 2025, and the watch goes on general sale on December 9th 2025.