Case Study
Oneness x G-Shock · June 2023
Turning a watch collaboration into a cultural retail moment.
Product design, packaging development, marketing rollout planning, and launch execution for the Oneness x G-Shock 5600 Series “What Are You Waiting On” collaboration.
Role / Scope
Product
Product design, feature research, packaging design + development
Creative
Creative direction, marketing rollout planning, launch preparation
Digital
E-commerce / product presentation
$83,369
Oneness net sales
Event and in-store sales tied to Oneness’s allocation.
100%
Sell-through
Oneness sold through its allocation, with the release nearly selling out on release night.
1,500+
Total units carried
Inventory was split between Oneness and Casio G-Shock, with both allocations selling through.
Week 1
Verified sellout
The collaboration sold through across Oneness and Casio G-Shock within the first week.
Featured In
Picked up across streetwear, watch, and bourbon media, reaching well beyond the usual sneaker audience.
Project Overview
A product story built around timing, patience, and cultural demand.
The collaboration centered on the Oneness x G-Shock 5600 Series “What Are You Waiting On,” connecting product design, packaging, rollout planning, and release execution into a single launch moment.
My role covered the product and creative system around the release: researching relevant watch features, shaping the design and packaging direction, preparing the marketing rollout, and helping present the product in a way that made the collaboration feel intentional and collectible.
Product Direction
Design first, hype second.
I had real hands on the product, not just the rollout. I built the bourbon-inspired strap gradient, shaped the gold watch face, and pushed bourbon-style packaging over a standard watch box. Strategically targeted the bourbon-collector market on purpose, betting a Kentucky-coded G-Shock would pull buyers beyond the usual sneaker and watch crowd. It worked.
Launch Energy
The release became bigger than a product drop.
The launch connected product, music, crowd energy, and local culture into a retail moment. Oneness’s allocation nearly sold out on release night, while the full collaboration sold through across Oneness and Casio G-Shock within the first week.
Visual System
Product, packaging, people, and proof.
Takeaway
A collaboration with product credibility and cultural pull.
The G-Shock project shows the range I want my work to carry: product thinking, creative direction, packaging development, rollout planning, launch energy, and measurable commercial impact.