Story Highlight
– G-Star launches its first watch and jewellery collection.
– Partnership established with JDM Swiss Group for accessories.
– Collection features raw, engineered design and urban aesthetics.
– Watches priced from £43 to £148, diverse styles available.
– Focus on durable, layered pieces for contemporary city living.
Full Story
G-Star has launched its inaugural collection of watches and jewellery in collaboration with JDM Swiss Group, marking a strategic step beyond its denim roots into the realm of everyday accessories.
Unveiled at Inhorgenta, the collection embodies G-Star’s distinctive raw and engineered design ethos, translating its aesthetic into timepieces and jewellery characterized by structural integrity, functionality, and bold urban style.
Christian Frommherz, the CEO of JDM Swiss Group, emphasized the importance of this launch, stating, “By combining G-Star’s iconic and innovative design language with our expertise in developing lifestyle accessories, we have created a collection that is both commercially strong and true.”
This new collection is seen as a natural progression from G-Star’s focus on utilitarian design, aimed at daily wear. It prioritizes durability and comfort while embodying a modern city lifestyle, steering away from fleeting fashion trends.
The watch assortment features a blend of striking pieces and practical options, including the CUBE series inspired by brutalist architectural forms, the ROVIC with its exposed screws and layered design, and the CONSTRUCTED range, which reflects workwear accuracy and graphic elements. Prices for the watches range from £43 to £148.
The jewellery line mirrors these industrial themes, offering stainless-steel pieces meant for layering and daily use. Highlights include the R-TAG, reminiscent of denim patches and military tags, the FLOATCORE, featuring balanced floating logo designs, and DUALSHIELD, which incorporates contrasting materials such as leather, cord, and steel.
Both segments of the collection emphasize engineered precision, minimalistic designs, and an accessible style.
By diversifying into watches and jewellery, G-Star is positioning itself to create a comprehensive accessories brand anchored in innovative materials and the lifestyle of contemporary urban living.
