1983 X 2021
Nostalgia marks the sentimental affection of our past memories. A powerful tool when building something new, and an inspiration-point Amsterdam-brand Daily Paper never forget to reflect on. Curating change from the roots of their beginning, the streetwear connoisseurs have hit the spot once again, with the release of their first watch in collaboration with Japanese pioneers G-SHOCK.
The campaign for the digital DAILY PAPER x G-SHOCK watch acts as a time capsule, transporting the viewer all the way back to the ’90s. Inspired by vintage CASIO ads, dark silhouettes pop out against white backdrops, complete with a cool blue hue and supersized images – revamping retro promotional photography with a Daily Paper twist. The collection went live last Friday, seeing its Amsterdam Flagship store plastered with campaign posters and arcade games. There was also a crane machine, encouraging the guests to try their luck for some DP merch, as well as the new watch itself. Speaking of the star of the show, Daily Paper even set up a turbulent simulation device, showcasing the watch’s shock resistance in real-time.
Based on the timeless DW-5600 model, the watch seamlessly combines G-SHOCK’s life-proof designs – such as water and scratch resistance – with Daily Paper’s drip; the brand’s recent rebranding shines through in newly rendered initials, a shield logo watermark on the back, and a monogram print on the watch face and band. Time is of the essence when it comes to this collaboration, as the limited edition piece won’t last a minute on their shelves, but a lifetime on your wrist. The design and utility are as iconic as the brands that created them, combining the past and the present to create an eternal companion for any wardrobe.