The toughest watch of all time!

Born from a dream of “creating a watch that never breaks.” In 1983, CASIO engineer Kikuo Ibe won the battle against the laws of nature.

He designed a watch that would resist centrifugal and impact forces, as well as high water pressure. Since then, the name G-SHOCK has become a byword for independence and pushing the limits.

Inspiration

Heartbroken by a broken pocket watch given to him by his father, Mr. Ibe set about creating ‘the unbreakable watch based upon a triple 10 philosophy. It should be water resistant to 10bar, have a minimum 10-year battery life and most importantly, survive a minimum 10 metre drop. This new timepiece would go on to shatter the reputation of a watch as a fragile piece of jewellery.

Challenge

The Project Team Tough was formed in 1981 to build a watch that wouldn’t break. The team created over 200 prototypes one after another over a period of about two years. They finally arrived at a shock-resistant structure.

This marked the birth of a technology that is tough to the core.

In 1983, the first G-SHOCK was born.

Continued Evolution

G-SHOCK has continued its unceasing evolution ever since creating technologically advanced watches that can resist gravity, freezing temperatures, high water pressure and magnetic fields, watches built to last forever through a constant pursuit of toughness.

Making Icons since ‘83

G-SHOCK quickly became popular being worn initially by skateboarders for their robustness before gaining prominence in street culture and becoming an integral piece of wristwear in the world of music, fashion and sports, as well as the artistic landscape of urban culture.

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