Hidden G-Shock Collab Sells Out Before Its Release

News

By RC Staff

22 August 2023

Streetwear brand Hidden NY and G-Shock teamed up last week for a unique drop. The Hidden G-Shock blends Japanese fashion with unrivaled functionality and durability. We kept a close on this launch, and found the hype to be deserved. In fact, people were so interested in picking up one of these watches that they were completely sold out BEFORE the sale even went public. What happened? HOW does that even happen? Let’s take a look.

The G-Shock DW5600HDN227

Well, we all know G-Shock, but Hidden might not be everyone’s radar yet. Hidden is an NYC-based streetwear company that found a following through Instagram. In the last few years the brand has grown tremendously. For the most part, they’ve been going it alone; last week’s pair-up with G-Shock marks Hidden’s biggest collaboration yet.

The brand is known for blending aspects of Japanese design, 90s looks, and producing a wide variety of products. Seriously, check out their site. Water bottles, booty shorts, ammo boxes, and now a watch.

Hidden X G-Shock watches were first unveiled on August 16, two days ahead of their release. As far as collaborations go, this one is actually pretty detailed. The watch’s strap is made from an “opaque bone resin”, and the back of the case is engraved with Hidden’s logo. Activating the backlight will also show the logo on the watch’s face.

It also ships with an exclusive Pelican case. Perfect for keeping your watch safe when you want to throw it down the stairs, or whatever else you can come up with.

Hidden G-Shock Goes Live

The Hidden X G-Shock watch cost $170, and was expected to be available for sale through Hidden’s site on August 18, at 9 AM Pacific. Hidden also has a monthly subscription for fans that gave them early access. For $15 a month, you had the opportunity to buy one of these at 6 AM, three hours ahead of the public sale.

Well, that might not have worked out the way Hidden hoped. During the morning of the sale, it looks like many of the watches were picked up by Hidden subscribers. Additionally, resellers managed to get early access to the sale at around 8 AM, just before the public sale went live.

At 9 AM, the people who had been anxiously awaiting their chance to buy a Hidden G-Shock were met with a surprise: nothing. There was nothing on the store. The watches were just… gone.

While this was all going on, Hidden had edited their announcement of the sale, and changed the date of the public sale to noon. Presumably, most or all of the watches had been picked up during the early sale, and there weren’t any left for the public buyers.

When noon rolled around and the sales link actually went live, the Hidden G-Shock watches were marked as sold out. That’s right, if you had been primed and ready to pick one of these up at 9, then waited the additional three hours, you rewarded with a big red “sold out”. Thank you, come again!

Hidden G-Shock Watches Resell

And naturally that meant a ton of Hidden G-Shocks would go up for sale on eBay within about an hour of the sale. Either supply was way too tight or demand unexpectedly strong, but a sale ending before it starts is a pretty good indication a product will resell.

The day of the sale, Hidden G-Shock watches were reselling for upwards of $300. There are many more listed for sale right now, but it seems like most resellers are holding on for better offers.

Still, $130+ for five minutes of work and a few clicks is pretty good. That said, things aren’t over just yet. The Hidden G-Shock will be returning soon.

Hidden G-Shock Restock

On August 24, you can take another shot at buying the Hidden G-Shock watch. It will be restocking through G-Shock’s site this time, also for $170. It doesn’t look there will be any special gimmicks associated with this sale: it’s more of a “be there or be square” type deal.

That said, there’s one thing to consider before buying. The Hidden G-Shock watches sold through G-Shock’s site will not include the special Pelican case featured in the Hidden release. Dealbreaker? Probably not, but streetwear kids do have a special fascination with boxes sometimes.

If anything it’ll probably boost the price of watches from the original drop. Now they can be super-duper-ultra-mega-collectible because they shipped with the rare Hidden Pelican case.

Good luck if you go after Thursday’s drop. Clearly the demand around these watches is incredibly strong, and after they sell through G-Shock’s site it’s looking like they’ll be gone for good. Buy them while you can, and expect to make a decent profit by reselling them.

Subscribe to our newsletter if you want reselling tips and new items sent directly to you. Oh and by the way, RC Elite members got special access to this drop, and were able to make orders ahead of the public release. Sound interesting? Maybe you should look into joining RC Elite.