One watch, 10 countries, and a visit to G-SHOCK’s SoHo outpost
Inside the only G-SHOCK boutique in the Americas
Last week, I finally took my CASIO GW-7900B-1 — my rugged travel companion for nearly a decade — into the G-SHOCK boutique for its first real service. This watch has been with me to more than 10 countries, but it hasn’t been without its flaws.
The first time it randomly restarted was in the oppressive humidity of Vietnam about three or four years into wearing it. Then, I lost one of the decorative pins (that look like screws) during the first wave of the pandemic, found it again, and promptly lost it a second time 2,300 meters above sea level in central Mexico. It’s power-cycled two or three times under the Mexican sun as well. And while I don’t always need to know the moon phase or whether it’s high or low tide, I do need to know the time. That’s non-negotiable core functionality for any watch I wear. So in 2023, I retired the GW-7900B-1 to the sidelines, using it only to keep time while I painted. Since then, it’s reset itself twice more, and I didn’t even bother setting the time after the last restart.
But then, last year at the Windup Watch Fair, I unexpectedly met a product planning manager from CASIO. We spoke for about 25 minutes about a variety of topics, including the GW-7900B-1, and he suggested I visit the G-SHOCK boutique in SoHo to have someone take a look at it. That’s how I found myself at the boutique a few months later, watch in hand.
Inside the G-SHOCK boutique
Walking into the G-SHOCK boutique on a steamy summer day, I was met by Zene, who immediately made me feel welcome. We commiserated about the New York heatwave. Zene’s the kind of person who makes you linger longer than planned. He’d recently transitioned from Watches of Switzerland to G-SHOCK, moving from the world of H. Moser and independent luxury pieces to the robust universe of CASIO.
He shared stories of his time selling luxury watches, including some impressive knowledge about movements, like Moser’s dual hairspring escapement and the Vantablack Endeavor. But he also clearly loved the democratic, down-to-earth side of the G-SHOCK brand. For Zene, it was about connecting with customers who appreciate rugged reliability over the latest hyped-up watches.
I told Zene my GW-7900B-1 story: the random resets, the missing screw somewhere in Mexico, and my eventual pivot to a Garmin for day-to-day use. Zene took my watch and confirmed what I suspected — it might be a battery issue, or it might require a whole new module. Either way, it needed to go out for service, a short trip away over in New Jersey. He assured me it wasn’t anything “crazy” expensive unless the module replacement was necessary, and that I’d get a quote before they did any work. Let’s see how it goes.
G-SHOCK culture and collecting
While we handled the paperwork, we chatted about collecting. Zene’s enthusiasm was infectious. He’s got around 20 G-SHOCKs in his personal collection, many hard-to-find pieces, including the GAB2100C-9A, which is currently sold out online. He showed me some current favorites in the store: a translucent carbon-fiber model, the revived “MUDMAN” series with serious mud and dust resistance, and one inspired by the world’s largest frog.
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Beyond just repairs, the boutique visit opened my eyes to how G-SHOCK’s community reflects the wider collecting world. One detail I found fascinating was how G-SHOCK’s community overlaps with streetwear, sneakers, and even bicycles. It’s all connected somehow. As Zene put it, in New York City, you’d see Royal Oaks and Nautiluses on wrists walking down the same street where kids are lining up for G-SHOCKS. That’s the kind of cultural crossover that makes watch collecting fun: just like in NYC, there’s something for everyone.
Why this visit mattered
Some people sometimes think of G-SHOCKs as purely utilitarian tools, but my visit reminded me that there’s a genuine culture and community behind the brand. There’s also a sense of pride and respect, even reverence, in how these watches are presented, sold, and serviced.
While I’m still wearing my Garmin most days, I’m hopeful my GW-7900B-1 might come back to life. It’s more than just a tool for telling the time — it’s a piece of my own history, a companion across countries, points in my life, and countless time zones. Who knows? After visiting the G-SHOCK boutique, I might add a square-shaped G-SHOCK to the mix.
In a watch world chasing hype cycles, my visit reminded me that service, community, and stories are what make collecting meaningful. Sometimes, the most special piece in your collection isn’t necessarily the most expensive — it could be the one that’s been with you longest.
A note on accessibility: The space is wheelchair accessible; however, guests using wheelchairs or with limited mobility may find it difficult to view the watches in the display cases, as they are positioned relatively high above the floor. Additionally, the second-floor museum — currently closed — may not be accessible once it reopens. At the time of publication, no reopening date was available.
A special thanks to Zene Coley for the great conversation and assistance during my visit.
