Editor’s Note
This article reports on the record-breaking auction of a unique G-SHOCK prototype. The extraordinary price underscores its significance as a piece of horological history, representing a pivotal, unrealized vision for the brand.
News broke that on December 10th, a G-SHOCK named G-D001 was sold for $400,050 (approximately 58 million yen) at an auction in New York hosted by Phillips Auctioneers. While there are certainly watches that sell for higher prices, this G-SHOCK held a value far more significant than its price tag.
This G-D001 was a special timepiece created in a single unit to commemorate the 40th anniversary of G-SHOCK. It is a full-metal G-SHOCK with a 45.1mm diameter, featuring a case, bracelet, and buckle all crafted from 18K yellow gold. Phillips’ website lists the model name as “G-SHOCK 40th Anniversary Dream Project #2”.
The Dream Project is an ambitious initiative launched in 2018 to expand G-SHOCK’s reach into a more premium segment, building upon its already immense popularity among enthusiasts.
The first model of the Dream Project, the G-D5000, was a major news story, with only 35 units sold for $70,000 each. The project was led by Kikuo Ibe, the developer of the original G-SHOCK’s innovative “5-step shock absorption structure + floating core structure with point contacts.”
Five years after the first project, the Dream Project #2 team, including Ibe, created the G-D001, surpassing what was thought to be the limits of the G-D5000.
In a surprising move, the team utilized generative artificial intelligence (AI) to achieve the best possible case structure. They fed 40 years of G-SHOCK development data into a custom AI to optimize structural strength, material properties, and processing methods, generating 3D models. Designers and engineers then refined these models, feeding them back to the AI for further iteration.
The resulting G-D001 is remarkably original and organic. Despite its 18K yellow gold body, it is lighter and has improved shock absorption. The lost-wax casting process, commonly used in jewelry, was employed, with all components made from 18K gold and no shock-absorbing resin used. The final polishing was done by hand by master craftsmen.
The quartz movement features Multi-Band 6 atomic timekeeping, receiving signals from atomic clock towers worldwide with one-second accuracy. Its power source uses solar cell technology developed for satellites, allowing for semi-permanent, stable operation from the minimal light entering through the date display window.
In terms of design, it features an analog display despite its high-precision radio-controlled functionality and, for the first time in a G-SHOCK, a skeleton dial revealing the internal mechanism.
The ultimate value of the G-D001 lies in it being the only one of its kind in the world. This single watch embodies an incredibly precious and long story, encompassing 40 years of G-SHOCK data, the people involved in its history, and the future of those who inherit this technological legacy.
Phillips, as a globally trusted watch auctioneer, provided the perfect final stage for this Dream Project #2 by auctioning this unique G-SHOCK for charity. The proceeds were donated to an environmental conservation organization. The pre-auction estimate was $70,000 to $140,000, but it ultimately sold for $400,000.