British menswear designer Matthew Miller joined forces with G-SHOCK to design a limited edition watch – the GBA-400MM with Bluetooth, 'MM' engraving and headphones by UrbanEars. The packaging, likewise designed by Matthew Miller references fast food as metaphor for fast music : ‘I designed the packaging as an emphasis to my “Cultural consumption Philosophy". I wanted the film to emphasise the technological capabilities of the Future of G-shock. Desirability, Cultural consumption and Future technology - this is G-SHOCK,’ says Matthew Miller.
And since music plays such an important part in the new G-SHOCK, he adds in the interview: “Music, for me, is the sole function of this watch that speaks a global language. It transcends global barriers. We as human beings are meant to evolve, and we have evolved to use tools over thousands of years. Wearable tech is fundamentally a tool to be used, and how well that tool is used depends on the individual. Evolution will decide whether these tools will go too far, or if the individual can’t go far enough.”
The designer teamed up with HIDDEN AGENCY’s director Liam Gleeson to create a short film showcasing the watch’s highlights, its functionality and masculine design.
The Matthew Miller x G-Shock GBA-400MM will be produced in a limited-edition run of 50 models. The package will retail for £ 250 (about $400) at Harrods, Oki-Ni, matthewmillermenswear.com, casioonline.co.uk, G-Shock East, and Casio London.
