Dakarai Turner

My First G-Shock Watch: The Moment I Realized I Was Susceptible to Advertising

February 21, 2017

Let’s take this back to 2011 – When I was in my later years of high school I would say that my style was fairly original. I wore clothes that I liked at the time simply because I liked them, and didn’t follow the opinions of anyone else..so I thought. If you would have asked me back then if “advertising works on me”, the answer would have been no. As a huge hip hop fan, I idolized the greats, such as: Lil Wayne, Eminem, Jay Z, 50 Cent, etc. With that being said, how does a broke 16 year old kid emulate the look of famous and filthy rich rappers?

Eminem sporting a G-Shock in music video

I can vividly remember a time that G-Shock watches were getting a huge push in the media through influencers. Musicians, athletes, YouTube stars and more were all sporting these watches, and it created a desire like no other. For those of you unaware, G-Shock watches were designed in 1983, and for the most part they were utility based. This was a watch that could last for 10 years and that was shock proof, meaning it wouldn’t break if it was dropped or slammed against a wall. Through the use of influencers and attaching the watches to pop-culture figures, the sales and desire for the watches began picking up steam around 2010/2011. Turn on the TV…bedazzled G-Shock watch on Lil Wayne’s wrist in his new music video. Watch a new YouTube video…vlogger wearing a bright coloured G-Shock watch. No matter where I went, I found myself seeing this watch that I still didn’t even know the name of. There is true power behind repetition. Celebrity endorsements and the use of influencers have always been a good marketing strategy, if done right.

  1. Identify your audience
  2. Find out who they admire, and who speaks to them.
  3. Get your product involved with the influencer.

This is the winning formula. The exact formula that got me to buy not one, but two G-Shock watches. As an Eminem fan, I found myself wasting time watching his interviews on YouTube until I stumbled on the following short CNN clip.


Eminem, a G-Shock endorser name dropped the brand and mentioned that his watch was only $100. Not only that, but he wears it more often than his Rolex. Whoa. So of course I saved up the money and got myself a G-Shock watch the next week. I had something that one of the greatest rappers of all time had, in the same colour and everything. If you were around me at all during high school, I’ve probably talked to you about my G-Shock at some point. I slept, showered, ate, and everything in between with that thing on my wrist.

Now that I’m older I must say that this strategy still works on me in some ways. I’ve heard constantly that advertising doesn’t work, but I’m willing to bet we all have a G-Shock story. Although you may not notice it at first, there’s a reason you purchase the things you do. And for the most part, there was a strategy created by a team of people to elicit this behaviour.

What was the last thing that you bought simply because a celebrity/public figure endorsed it? Let me know in the comments!


Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

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