The G-SHOCK and Rubik's Cube Collab Is Not as Puzzling as It Sounds
G-SHOCK continues its renaissance with a Rubik's Cube makeover of its iconic GAE-2100 model. Rubik's Cube needs no introduction, and the collaboration makes sense just on the fact that G-SHOCK watches are indestructible, and no matter how many times I would throw my dad's Rubik's Cube across the room in frustration, it also never broke.
Although not directly overlapping with their formations and peaks in popularity, Rubik's Cube's primary blocked color scheme is the perfect foil to the GAE-2100's chunky face. Diving into the details, just the Rubik's Cube integration into the visuals of the dial is enough proof that the graphic designer on this deserves a promotion. Perfectly locked in all its completed glory the colorful cube sits pleasingly within the dials confines.
On top of that, you get two bezel options in black and white. The white specifically gives the watch a distinctly rave feel. This is fitting because unknown to many is G-SHOCK's cult status in the '90s UK rave scene, just one of the many subcultures G-SHOCK found itself as the wrist accessory for. With the scenes love of color blocking, fluoro, white sneakers, and oversized, sometimes absurdist accessories (think giant candy dummies on necklaces), G-SHOCK was the perfect fun alternative to the more conservative, yuppie associated watch offerings available at the time.
As indie sleaze and within it the new rave scene of the mid-2010s takes hold of our Instagram and TikTok feeds, a fun bold wrist accessory is all you need to complete whatever rave, rave revival, or indie scene you feel like replicating. Or you can just be a huge Rubik's Cube fan. That's also fine.
You can buy the G-SHOCK and Rubik's Cube GAE-2100 here. And if you purchase the watch in G-SHOCK's London Carnaby St store you get one of the world's best-ever selling toys for free with every purchase.
Happy puzzling.
