by John Russel Jones

Billionaire Boys Club, the luxury streetwear brand founded by Pharrell Williams and NIGO, has partnered with G-SHOCK to release two limited-edition watch styles. As a continuation of Billionaire Boys Club’s 20th anniversary celebrations, BBC and ICECREAM, the brand’s skate label, are partnering with G-SHOCK in honor of the brands’ respective 20th and 40th anniversaries.

Tapping into two of the classic G-SHOCK models originally launched in 1987 and 1995 respectively, the DW-5600 and DW-6900 boast the watch brand’s durable, long-lasting features that have made them a coveted timepiece in both sports and fashion. The two iconic watch styles have received BBCICECREAM’s vibrant graphic treatments – an intentional choice for the partnership that celebrates the legacy of each brand.

The BBC x G-SHOCK DW-6900 features BBC Starfield artwork on the band, with a BBC Helmet logo etched on the watch’s case back, while the ICECREAM x G-SHOCK DW-5600 features ICECREAM Waffle and Drip artwork on the band, with the classic ICECREAM Soft Serve logo etched on the watch’s case back. The watches are accompanied by custom collector’s boxes that also feature the all-over ICECREAM Waffle/Drip and BBC Starfield iconography.

Both watches feature G-SHOCK’s legendary shock-resistant and 200-meter water-resistant structure. Additional functions include a countdown timer, EL backlight, alarm, and calendar functions.

The BBC x G-SHOCK DW-6900 and ICECREAM x G-SHOCK DW-5600 will be available for sale at BBC ICECREAM flagships and