The G-SHOCK GA2100 shows Absolute Toughness

Built with uncompromising passion, G-SHOCK watches are designed to withstand the activities of extreme sport and outdoor enthusiasts around the world. 

In Daniel Centrone’s latest collaboration with the watchmaker, "GA2100” highlights the time pieces’ strengths as both tactical and fashionable, enduring the adrenaline-packed obstacles and freestyle habitats of urban athletes.

“The nice part about these spots is we’re casting these incredible athletes and stuntman,” notes Tuff Contender director Centrone. “We wanted this to be an action piece that really displays the intensity and complexity of skateboarders and urban BMX riders. We gave our talent an environment to really show off and document how they push themselves.”

Filmed in Los Angeles, Centrone spent a lot of his time figuring out how to replicate textures more characteristic of northeastern urban areas.

"Urban BMX really gained traction in New York, Baltimore, and Philidelphia so we wanted to capture the grittiness you can find in that region,” adds Centrone. “Our team did a great job pinpointing the location we needed to introduce this sport into the G-SHOCK DNA and showcase how this watch is an accomplice to a day in the life of one of these guys.”