DAMUE, a custom microbrand from Tokyo, has been elevating the appeal of G-SHOCK watches by encasing them in its unique silver cases. The brand is now releasing its very first original watch, limited to 300 units. Pre-orders begin on Friday, September 22, 2023, at 6 PM JST via the official DAMUE online store. Shipping of completed products is scheduled for December 2023.

DAMUE has breathed new life into G-SHOCK base models by replacing the exterior case with its own silver. The appeal lies in the unique, handcrafted finish of the metal cases, achieved through techniques like vintage treatment and engraving. This meticulous work is the creation of Mr. Umeda, the founder and designer of DAMUE, who honed his skills at a jewelry college in Tokyo. Under Mr. Umeda's touch, mass-produced industrial products like the G-SHOCK gain the individuality of one-of-a-kind items imbued with life.

Mr. Umeda is now releasing his first original watch under the DAMUE brand.

This model prominently features the solid metallic feel of stainless steel. Sharing a design philosophy of robust simplicity with G-SHOCK, it asserts a powerful individuality born from a lack of ostentation, achieved through the inorganic expression of the case form, crown, and push buttons. Much like MUJI discovered universal design through the pursuit of function, this watch embodies a similar methodology.

The key is the subtle, handcrafted nuance, reminiscent of a prototype. The advanced craftsmanship of a jewelry designer lends a touch of warmth by highlighting the artisanal quality.

The case measures 48mm vertically and 39mm horizontally. While it makes a significant presence on the wrist, its chic design ensures it doesn't disrupt an outfit. Instead, its radical emphasis on an 80s aesthetic, something rarely found elsewhere, feels refreshingly contemporary. In the 1980s, as quartz movements became widespread, there was a sharp design sensibility that projected a high-quality look onto mass-produced items.

The movement is the Seiko VK64 quartz caliber. Unlike standard quartz movements where the second hand advances once per second, the chronograph hand moves in 1/5th second increments when the chronograph is active. This rapid, mechanical-like movement has earned it the nickname 'mecha-quartz'.

Available in two color variations, white and black, both adhere strictly to a monotone palette. This restrained aesthetic, akin to a premium sports car's dashboard, is likely to appeal to adults with refined taste. However, with a total production run of only 300 units across both colors, pre-orders are expected to fill up quickly.