How the myth of the G-Shock was born

When it comes to watches, one name stands out for its legendary durability and cutting-edge technology: the G-Shock. Revered as "the world's most durable watch," and coming in 2023 to its 40th anniversary since its original launch, the G-Shock has gone from a simple desire to create an unbreakable watch to a global cultural phenomenon. The story of this iconic watch began in 1983 and is structured as a long journey of innovation and dialogue through the most diverse realities from nature exploration to the world of hip-hop-but it passes mostly through several generations for whom the G-Shock represented the definitive technology in watches, the democratization of the highest standards of construction that brought an appreciation of watchmaking to the wrists of countless young people around the world. For many, the G-Shock is not just a watch, but a revolution. Its genesis lies in the innovative vision of Kikuo Ibe and his team, who defied conventional dictates to create a watch that shattered the notion of fragility.

The case design of the G-Shock set new standards for watch durability. As technology advanced, so did the G-Shock, embracing features such as radio control and smartwatch capabilities. With its wide range of styles and functions, the G-Shock has won a place in the hearts of diverse individuals, engaging with collectors and fashion brands alike.

The genesis of G-Shock 

In 1981, Kikuo Ibe, of the Research & Developement team at Casio, had an unpleasant but very common experience that would change the course of watch history. He accidentally dropped a watch given to him by his father for graduation and it shattered on the floor. Determined to create a watch that could withstand the trials of everyday life, Ibe formed a team with a clear vision: to build a durable watch to withstand the three main types of gravitational acceleration: falling shocks, centrifugal force and vibrations. After working on more than 200 prototypes, the turning point came during a chance visit to a playground. While watching a rubber ball bounce, Ibe realised that the centre of the ball suffered less impact than the outside. This led to the creation of a watch module enclosed between two Alpha GEL pads that protect the watch just as if it were inside a ball - the inspiration for this module, by the way, came to Ibe from watching kids play in a park. This shock-resistant system forms the basis of all G-Shock watches.

Among the G-Shock brand's vast offering, some models have become iconic, winning the hearts of collectors and enthusiasts. The original square G-Shock 5600 and the 6900 series, popular with law enforcement and military personnel, are much admired.  The Frogman, the diving watch, and the ana-digi fashion phenomenon, the CasiOak (2100 series), have also gained a devoted following. Collectors often seek out special editions, collaborations and models made in Japan. From basic models with desirable features such as solar charging (Tough Solar) to colourful accessories, the G-Shock brand offers a fun and informal pastime to suit a wide range of budgets and preferences.

Recently, the lineup of classic G-Shock watches has been enriched with new models that revisited the brand's iconic heritage. In 2019, the iconic GM 2100 was launched, featuring its octagonal stainless steel case, analog-digital functionalities, and incredible shock resistance, quickly becoming one of the brand's flagship models. In the same year, the GA 2100 was introduced, made of resin and therefore lighter, and completely analog. The following year saw the release of the GBD-H1000, equipped with advanced fitness functions, such as heart rate monitoring and calorie consumption tracking. It is also water-resistant up to 200 meters.

G-Shock and music 

G-Shock watches have also achieved considerable success in the world of music, especially in the world of hip-hop. The 1980s marked the era in which hip-hop legends such as the Beastie Boys, N.W.A. and Public Enemy emerged along with the fame of the G-Shock watches, which soon spread to streetwear culture through skateboarders, who quickly adopted the G-Shock precisely because of its endurance. Over time, the watch became increasingly associated with hip-hop, and recognising this symbiotic relationship, artists and rappers quickly adopted the rugged timepieces as an integral part of their style, sporting them in recording studios, on stages and on the streets where they lived. Over the years, G-Shock has actively collaborated with various streetwear brands, artists and rappers to create limited edition watches that capture the essence of this vibrant musical genre. Renowned names such as Stussy, Brain Dead, Maharishi, Jordan Brand and Beams; with creatives such as Takashi Murakami and Nigo and with numerous artists such as the iconic Wu-Tang Clan and ASAP Ferg. These collaborations have not only brought unique and fresh designs to market, but have also helped to further solidify G-Shock's position as a leading figure in streetwear culture.

One of the most influential collaborations for G-Shock was with Pharrell Williams, a multifaceted artist known for his music and talent in the fashion world. Pharrell's collaboration with G-Shock led to the creation of the BAPE x G-Shock DW-6900, a watch that perfectly encapsulated Pharrell's vibrant and eclectic style. The collaboration gained widespread attention and became a highly sought-after collector's item, exemplifying how G-Shock can effortlessly merge with the worlds of music and fashion. Another highlight in G-Shock's history in the music industry occurred when global superstar Rihanna wore a striking G-Shock necklace in her music video for 'Rude Boy'. This visual spectacle saw Rihanna wearing six colourful Baby-G watches linked together, forming a fascinating pop-art collage in the background. The video's fashion presentation, coupled with Rihanna's power of attraction, further elevated the G-Shok's status as a bold and fashionable accessory.

Over the years, artists such as Kanye West, Justin Bieber, Kid Cudi, Lil Wayne, Usher and Eminem have all been proudly seen wearing G-Shock watches, demonstrating the universal appeal and versatility of the brand. In addition, collaborations with iconic streetwear brands, sports enthusiasts and even the skateboarding community have contributed to G-Shock's enduring appeal. The brand's commitment to embodying the values of streetwear and hip-hop culture - strength, accessibility and a connection to people - has led to its inclusion in the lyrics of numerous rap songs and cemented its status as a symbol of resilience and durability.

Even in the Italian music ecosystem, G-Shock has found faces, fans, but above all, illustrious collaborators who have made the brand's heritage converse with new generations of changemakers and music fans. The most recent is the one with Sfera Ebbasta, who sported the G-Shock GM-2100 model on his wrist, but also this year were those with Shiva and his soccer team, the Santana Red Devils; while during the rehearsals of his latest tour Marracash wore the resinal GA-2100 model with its octagonal case, while for the tour's debut, he wore the steel GM-B2100 version. Another important voice of Italian rap that has approached the G-shock world is Anna Pep3, who recently created a limited edition of the GMA-S2100AP-7AER, a digital-analog combination that retains the octagonal design but updates it with an extremely rigid fine resin construction, toughened by carbon fiber.

How the Casio G-Shock withstands every shock

The unique case design of the G-Shock plays a key role in its durability. The hollow structure of the case, supported by soft gel shock absorbers, offers excellent shock resistance. Protruding points made of urethane protect the buttons and glass from shocks from all directions, and even the strap helps insulate the watch from shocks. The goal was not to create an indestructible watch, but one that would continue to function after any fall that the owner could survive. Over the years, the G-Shock has continued to evolve, combining robustness with style and technological advances. In 1989, the first analogue/digital model was introduced, followed by the first true diver's watch, the Frogman DW-6300, in 1993, with a water resistance of 20 atmospheres. In 1995, the first titanium model, the Frogman DW-8200, was presented.

The G-Shock became so popular precisely because of its constant process of innovation. In 2000, the GW-100 was launched, the first radio-controlled G-Shock, capable of receiving calibration signals from different locations around the world for more accurate time measurement. Over the years, new features were added, such as low temperature resistance and integrated temperature and pressure sensors. Recently, the G-Shock has embraced smartwatch and fitness tracker technologies, integrating Bluetooth and heart rate monitors in some models. The G-Shock brand has grown exponentially, with several models and series launched each year. The brand's popularity is evident from the fact that it reached the milestone of selling its 100 millionth watch in 2017.