Baby-G watches, the appealingly translucent pastel, chunky timepieces sported by only the coolest ‘90s middle schoolers, are back. And in case you weren’t cool enough to wear them when you were 13, now’s your chance to wear the 2019 version.
The somewhat mysterious Japanese label Girls Don’t Cry, fresh off their Nike SB collaboration, partnered with Baby-G to design a classic black watch that features their brand name in brushscript-style cursive on the watch face and a laser-etched butterfly on the back. The watch comes in a tan bag emblazoned with a red butterfly. Verdy, the creative lead of Girls Don’t Cry, also included a few of his signatures on the watch, like the “Made With Love” inscription. The watch is reportedly a tribute to his wife.
It was just last week that Baby-G debuted a collaboration for Hello Kitty’s 45th anniversary with two watches, one in pink and one in white. The Hello Kitty partnership also celebrated Baby-G’s 25th anniversary with the five and nine o’clock hands replaced with a “B” and a Hello Kitty face, respectively.
Though the hype has only been strong as of late, the G-shock brand has actually been staging a plastic-watch comeback since 2015, when they teamed up with creative agency Anti-Agency to make a very ‘90s zine called Pretty Tough.
It was all the way back in 1994 when the brand was launched by Casio. By 1998, Bloomberg Businessweek reported that over 19 million G-Shock watches had been sold. In 2000, one Rory Gilmore was spotted wearing one in the first season of Gilmore Girls. While the label declined in popularity, stars were still collaborating with Baby-G, from Kanye in 2009 to Kesha in 2011 to support the release of “TiK ToK. Now, in 2019, they’re finally getting the facelift they deserve. Time to finally be the coolest girl in school, y’all!