It is hard to picture the typical Rolex authorised dealer being sufficiently down with the kids to have heard of Marino Morwood.
I certainly had to google him.
It turns out Mr Morwood is one of the hottest young designers to have emerged from London in years, thanks in part to tens of thousands of Instagram followers who appreciate his mix of creativity, celebrity fans including A$AP Rocky, Playboi Carti and Quavo, and in your face t-shirts sold under the Cetra Visions label.
G-SHOCK has noticed the Morwood movement and worked with him on a 200-piece limited edition that dropped this month.
The DW-5600CETRA-7ER, based on the iconic square DW-5600, comes on a custom Cetra Visions printed strap featuring the tangerine and white colours synonymous with the brand.
It is as tough as life on the street thanks to the G-SHOCK Hollow Core Guard Structure that protects the 200m water resistant watch.
It has an LED backlight, flash alert, countdown timer, alarm, calendar and is presented in limited edition packaging inspired by the styling of the watch.
“G-SHOCK sees the vision and understands that we don’t want to do anything half hearted, so with them giving a young brand the reins to create our first collaboration, they allowed us to take the watch into CETRA VISIONS’ world,” Mr Morwood says.
DW-5600CETRA-7ER is sold exclusively direct to consumer from G-SHOCK’s website and its own boutique for £119.