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To help introduce the latest collaboration, G-SHOCK and HUF will premier a video short entitled “What,” centered on a main-character named Matthew and his experience of the strange and often-unexplainable events encountered during the course of a day in the life of a skateboarder. Having awakened in an unfamiliar place after an earthquake of a night, the film explores a three-fold parallel inspired by the very design of the watch: the function of the word "what," as an interrogative term adaptable to many shades of context; Matthew’s ability to navigate his way through a day full of jarring, questionable events; and the durable construction of the watch itself, able to withstand anything that comes to shake things up, embodied by the quake pattern-etched watchband. #waitwhat

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