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Fashion & Apparel · October 2026
G-SHOCK’s Underground MUDMAN Rave
Tuesday 6th October, 2026
To launch its new MUDMAN watch, G-SHOCK is inviting ballot winners to abseil 1,375 feet into an abandoned slate mine in North Wales, where they can buy the watch ahead of its wider release. The trip ends with a one-off Roni Size set, with sound experiments using the mine’s rock and water giving the stunt an extra layer beyond a dramatic setting.
Why it worked: It fused a scarcity-only-if-you-dare purchase mechanic with a record-attempt spectacle and celebrity performance, guaranteeing visuals, stakes and a first-access angle.
The lesson: Consider tying early access to a physical challenge or public-record attempt that yields measurable data and broadcastable content from a striking location.
G-SHOCK
Casio
2 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| t3.com | G-SHOCK is launching its new MUDMAN at a rave 1,375 feet underground, and you'll have to abseil through an abandoned mine to buy one | T3 | Tuesday 6th October, 2026 |
| notebookcheck.org | Casio lleva el lanzamiento de su nuevo G-Shock a 1.375 pies bajo tierra para una rave inusual - NotebookCheck.org News | Sunday 11th October, 2026 |