The Casio G-Shock DW-6900 McDonalds Big Mac collaboration watch is the only watch in the world that has more than tripled its retail price in less than one month
It was April 14th, when the Casio G-Shock DW-6900 McDonalds Big Mac was first launched on Rakuten.jp (the e-commerce giant from the country of the rising sun). Manufactured in just 1,000 copies to celebrate the first 50 years of the most famous hamburger in the world, it was originally launched with a retail price of 14,900 Yen - about €114 at today's exchange rate - and it sold out at a higher pace than what a new generation iPhone would do in the same period of time. From that day on a bidding war has begun - percentage-wise, the figures reached by this timepiece would make collector's timepieces (with or without the crown on the dial) simply pale in comparison. If we are to exclude deliberately provocative comparisons, how can we actually explain such a success?
Let's start by saying that, today, the Casio G-Shock DW-6900 McDonalds Big Mac today has reached an average market retail price of 500€ - that's it the price that those lucky buyers, who managed to put their hands on one of the 1,000 samples are now charging on Ebay -, we are talking about a 233% mark-up or 3,3+ times the initial retail price. In percentage terms and in less than a month, this is nothing short of an exceptional result. Who is willing to spend so much for this timepiece? A serial collector of G-Shock timepieces - and there are quite a few of them around - in a parallel world to that headed by the 4-digit-reference timepieces by Patek or even the 6-digit-reference timepieces by Rolex (e.g. the Nautilus and the Daytona).
It is simply a different item, but those collecting G-Shock Limited edition watches do so with the same madness and passion as those collectors of high-end mechanical watches. The reason behind this passion might be different, but the passion is pretty much the same (our graphic designer owns a collection of about 100 G-Shock timepieces for instance) and Casio fuels this passion with many limited series and collaboration watches (many of which are available in the brand's London boutiques, Soho or Ginza). It is quite hard to explain such phenomena if not by considering the almost involuntary alchemy that exists between these big brands - the G-Shock as a collection and the Mc Donald's brand (it ranked 12th in Interbrand's 2017 Best Global Brands) with its Big Mac; two products that have somehow surpassed the brands that created them in the first place to then become almost independent names.
You know that a G-Shock DW-6900 belongs to Casio the same way you know that a Big Mac belongs to McDonald's - you simply need to add in the "M" letter on the dial and you are done! The packaging shaped as a Big Mac and the dial that reminds us of the different layers of the sandwich has turned this watch into a desire item for all those millennials, who love wearing G-Shock timepieces on a daily basis. Moreover, the case looks like a hamburger and the watch bears a short name that sounds good - "G-Shock Big Mac". Technical features? It is somehow superfluous to talk about those, since, for the same retail price, you can actually buy a Casio G-Shock Gravitymaster GPW-2000 1AER, which, however, won't be as unique as a Casio G-Shock DW-6900 McDonalds Big Mac.
(Photo credit: Google)
Gaetano C @Horbiter®