Jean Rousseau kits out G-SHOCK’s GW 55-10 watch, redesigned by creative agency Blackrainbow
Created in 1983 by Casio, G-SHOCK is famous for unbreakable timepieces that are the perfect combination of technical prowess and durability. As its 35th anniversary approached, the brand decided to turn this into a milestone event by asking creative agency Blackrainbow to produce a series of reissues of G-SHOCK’s iconic model, the GW-5510.
Initially supplied with a rubber strap, the watch has been completely redesigned by Blackrainbow, who decided to equip the GW-5510 with deluxe leather bracelets. With this in mind, the agency turned to the Manufacture Jean Rousseau to produce a series of bracelets in exotic precious leathers, designed to fit the original watch case. A challenge quickly snapped up by Jean Rousseau, which shares Casio’s taste for a challenge and passion for innovation.
The Manufacture’s artisans were required to work in stages in order to achieve the best outcome possible, a combination of style and technical features. Their first task was to digitise the watch case, producing a file that the developers could use to design a bracelet that would meet the House’s aesthetic and quality requirements, and work with the watch’s specific style. The artisans achieved this by creating metallic attachment “inserts”, perfectly adapted to the GW-5510’s digital case. Once the prototype had been produced and approved by the agency, the Manufacture’s teams began to develop the bracelets, available in soya embossed calfskin, buffalo leather, ostrich and shark.
An exciting and fascinating development that Manufacture Jean Rousseau had to complete in under ten weeks: no mean feat given the design and execution timescales that usually apply to watch bracelets.
Produced in a limited edition of 50 pieces, a preview of the GW 55-10 was unveiled to around 20 influencers at the famous Colette store on rue Saint-Honoré in Paris on 23 May 2017. Teams from Jean Rousseau Paris were also on hand to showcase the bracelets and fit them on-site under the gaze of fascinated quests.