Known for challenging limits and pushing boundaries, ultimate tough watch G-Shock wanted to demonstrate the subtle boldness that can come with courage and strength –and embolden their S-Series line to evolve into the level of notoriety that their Baby G's had achieved in the early 90s.
The aim was to cater to those courageous, enterprising, always on-to-go young women with packed schedules who desired the fullness and flexibility of an adventurous and spontaneous life. So for our editorial campaign, I played with the concept of time and laid out what a typical day might look like for one of them — and the pivotal role a G-Shock S-Series watch would play in each moment.
"Time is what life is made of and yet we rarely feel there is enough of it. As the clock ticks away, it reminds us to embrace the best of what it has to offer. This is the essence of the G-Shock S Series for Women — designed for enterprising, courageous and aspiring women who make the most of each moment, and personify the spirit of toughness and elegance in the world.
As time can be a precious commodity, we aim to save some of yours with our varied collection of watches. From the earliest hint of dawn to the wee hours of dusk, our ample selection will keep you fashionable and on schedule for all of the opportunities, hurdles and notable achievements — however large or small — that you may encounter each day."
6AM | EARLY MORNING SURF
Starting off in the right mindset can be monumental to how the rest of your day goes. An early morning session-in-the-sea can do wonders for relaxation, while kick-starting your energy and endorphins for positive vibes here on out. The green tropical print or original camo styles are not only water resistant for hitting the waves, but work perfectly well with a basic one-piece paired with a retro tank, raffia tote and of course, a bodacious board.
Clockwise from Top.
1. White Rope-Detail Swimsuit. Avenue 32.
2. Custom Surfboard. Deus Ex Machina.
3. Raffia Purse. 1st dibs.
4. Sand Grey Havianas. Cloggs.
5. Crop Tank. Billabong.
6. Original Brown Camo S Series Watch. G-Shock.
10 AM | GIRLFRIENDS BRUNCH
According to Keith Ferrazzi, the secret to success is to never eat alone. Though there is some truth to that, we believe that gathering over food simply adds to the richness of life. It’s important to slow down and take a break before rushing onto the next thing. A brunch with your best girlfriends is the ideal time to catch up, unwind and do just that. Inspired by the fashion of Clueless, Empire Records, and other 90’s cult favorites, we put our own twist to wearing pink (and plaid) on Wednesdays.
Clockwise from Top.
1. Handmade Silver Cross Rosary Necklace. TrueFacet.
2. Ladies Plaid Blazer. Pink Queen.
3. Pink S Series Watch. G-Shock.
4. Dr. Martens Jadon Boots. Solestruck.
5. Tartan Wool Mini by Carven. La Garconne.
6. Pink Fragrance. BCBG MAXAZRIA.
7. Cropped Waffle Knit Jumper. Topshop.
2 PM | ON-AIR INTERVIEWS
Whether it’s for an audition, a live broadcast or new job role, it’s essential to arrive on the dot and look as if you got there with effortless style. Black and white is a huge trend right now, as well as sophisticated 70’s-inspired one-pieces harking to hey-day of the Halston era. We decided to accessorize this one with classy two-toned pumps, clean white accessories and our latest closet staple – the little black watch.
Clockwise from Top.
1. Black S Series Watch. G-Shock.
2. Leather Satchel by Michael Kors. Forzieri.
3. Bow Belt by Lanvin. Farfetch.
4. Black & White Perforated Patent Leather PumpsUnique Vintage.
5. Viola Jumpsuit. John Lewis.
6. Blogger Round Sunglasses. ZeroUV.
8 PM | ROMANTIC NIGHT OUT
They say that a touch of mystery can be one of the most attractive things about a female. We say that that are few things more intriguing than a woman who exudes strength and courage while preserving a sense of romance, whimsy and genuine love of life. The solid gold and gold with pink face watches accentuate this sweet lace dress, along with delicate accessories, for a look that could sweep anyone away.
Clockwise from Top.
1. Faux Pearl Drop Earrings. The Limited.
2. Skull Box Clutch by Alexander McQueen. Harvey Nichols.
3. Gold Pink Face S Series Watch. G-Shock.
4. Amazonian Butter Lipstick. Tarte Cosmetics.
5. Gladiator Sandals. FWRD.
6. Scalloped Empire Dress by Marchesa Notte. Rent The Runway.
11PM | LATE NIGHT FASHION EVENT
It’s always important to be dressed to the nines at these events – you never know who you’ll run into or what photos will end up on the front page. That said, the Japanese-inspired kimono trend is a fun one to try this season. Tie a thick obi belt around a vintage-looking kimono (we picked out one from Anna Sui) and pair with Japanese sandals and matching accessories. This look would go great with the white or teal watches, which will keep you on your toes and back home at a less-than-unseemly hour.
Clockwise from Top.
1. Crochet Cropped Top. Tibi.
2. Stepped Hem Bandeau Dress. Nelly.
3. Photo Etch Rose Cuff Bracelet. Betsey Johnson.
4. Teal S Series Watch. G-Shock.
5. Toed Wooden Sandals. Yes Style.
6. Elastic Obi Belt. The Latest Thing.
7. Wool Blend Kimono. Anna Sui.