Owner & Creator of Vestal Vodka G-Shock’s self-regulating time technology, toughness and style are perfect for an entrepreneur whose business regularly takes him from Polish farmland to glitzy London parties.

Matt Murphy and Kirk Beattie are designers of the b Store fashion brand. Through determination and imagination they have carved out a welcome niche with their purist approach to fashion. G-Shock’s ethos of “Never, Never Give Up” is something both Matt and Kirk promote through an eternally positive approach.

Alistair Guy set himself the target of shooting for vogue within a year, or giving up photography. He’s still shooting. Life doesn’t follow a routine. He needs a watches that’s as professional and hardworking as he is, whether he’s on a week-long shoot or meeting industry people at parties

Philip start believes there’s no excuse for looking anything less than your best, whether at work in his Hoxton boutique or hurtling down a mountainside on his bike. You just need accessories that can handle the pace

Creator and Founder of Shirt Shuffle Having created his innovative Shirt Shuffle design, Andrew relates to the ‘Never, Never Give Up’ ethos of G-Shock’s creator, Mr Ibe. Being a tough watch that’s more than an accessory fits perfectly with Andrew’s entrepreneurial lifestyle, switching between the boardroom and rugby pitch.

Stuart Hammond, Books Editor, Dazed & Confused Having enjoyed significant success in its first year, G-Shock Premium has launched its second season of new watch styles, communicated through a dedicated high end marketing campaign.

G-Shock is a brand that has influenced Sean since he was a kid. Now a successful DJ he constantly finds himself in foreign countries – and professes that without the self-adjusting time zone function on his G-Shock he’d turn up late for gigs.

Trevor first realised he wanted to work in music in the Eighties, when early samplers and computers made it easier to create things he thought he couldn’t. A technological advance responsible for his now auspicious career as an art director, graphic designer, musician and DJ.

Luke Day did his first cover shoot for Attitude at just 19. Now he’s as likely to be styling Take That in the States as being headhunted by Simon Cowell. But it’s not all glamour. Dragging suitcases and clothes rails around, he needs a watch that’s as hardwearing as is it stylish.

Liberty London relies on the keen eye of buyer Stephen Ayres to stay one step ahead in the style stakes. Yet despite being at the leading edge of all the latest trends, Stephen prefers an understated sophisticated look.

After studying at LCF, William Gilchrist was thrown into the deep end styling in Italy and working with some of the biggest names in modelling. He believes things are to be well used and worn, like a quality shoe or suit, your watch should live with you through life’s knocks and get better with age