Hodinkee. Money maker or watch maker?

Hodinkee. Love them or hate them, it’s hard to argue with their success. What you can argue with though is their methods.

Take the John Mayer x HODINKEE x G-SHOCK for example. It has been dubbed the hottest watch collab of the year by GQ. Is it though? Seriously?

Based upon the G-Shock DW6900, the Hodinkee x John Mayer version, features an updated colour way and a nicer box. Originally costing $180, vice the $80 a normal DW6900 sets you back. It was already a shock to the bank account, especially considering the pronounced lack of creativity or upgrades.

I don’t mean to say this is the ugliest watch ever, but a collector seriously could do so much better. But that doesn’t matter, proving the old adage that “a fool and his money are soon parted", these boring G-Shocks quickly sold out. Now this would be bad enough if this is where the story ended, but this is more like where the story starts. Watch “collectors" or more like dubious characters, are now re-selling their watches for upwards of $1000 USD on eBay. This is where I really have a problem, I’m not against someone making a profit, after all supply and demand will set the market price. What I have a problem with is a company who dub themselves “the foremost destination for all things in the world of horology” using their platform to blow smoke, generate interest and pump sales for profit.

Please friends, do yourself a favour and don't belive the hype and stop feeding the beast. If you want a G-Shock, here’s two solid picks.

The original DW-6900, same watch with minor colour differences, none of the hype and all the watch.

The DW9052-1BCG shares a similar feel, and colour accents but none of the expense.