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Brand Documentary Magazine No. 77 G-Shock

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Brand Documentary Magazine No 77 G-Shock

G-Shock is the first wristwatch brand created by Casio in 1983. When the watch industry was divided into high-end Swiss watches and an ocean of indiscernible low-end brands, G-Shock introduced products with unprecedented strength that confidently vowed to withstand even the worst of falls. The chunky design aimed to protect the case during impact appealed to the youth of the 1990s, and G-Shock quickly exploded into a globally recognized brand. That generation wore a G-Shock in the end of the 20th century became adults, and G-Shock had also evolved beyond producing merely functional timepieces and began releasing stylish fashion items. Avid G-Shock wearers have enjoyed a plethora of attractive features over the years on different models of these indestructible watches, contributing to a magnificent G-Shock culture today.

Brand Documentary Magazine

B Magazine dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B™s unique insights and in-depth analysis. B Magazines receives no advertising profits or financial support from the brands it introduces.

Inside this issue

IN YAMAGATA Yamagata factory where premium G-Shock products are made
OPINION Kikuo Ibe, inventor of G-Shock
ENGINEERING Intensive G-Shock performance tests
COMPONENTS A closer look at G-Shock components
TECHNOLOGY G-Shock’s accurate time-telling technology and durable form
LINEUP Descriptions of each lineup by a G-Shock designer
OPINION Masayuki Hirota, editor-in-chief, Chronos Japan
RETAIL Specialty shops that sell G-Shock watches
EVOLUTION The evolution of wearable devices from mechanical wristwatches to smartwatches
THEY SAID Wristwatches and G-Shocks worn by DJs, stylists, surfers, and jewelry designers
OPINION Shinsuke “Alex” Nakada, director of Beams
COLLABORATION The many sides of G-Shock seen through 57 collaborative products
TASTE The value of G-Shock described by neuroscientist Hideto Tomabechi
COLLECTION A G-Shock collector talks to about his taste and reasons for collecting
CUSTOMIZING The story of one customizing expert’s strong attachment to G-Shock
THE MOLDED BRAND STORY How a bulky, plastic wristwatch became a world-famous brand
FROM THE HEADQUARTERS Stories told by those in charge of G-Shock’s performance and design
ABOUT CASIO Tidbits on Casio, G-Shock’s mother company
INDUSTRY Outlook on the future of wristwatches and interview with Jean-Claude Biver, the world’s most acclaimed wristwatch marketing guru
DICTIONARY Wristwatch-related terms and definitions
FIGURES The watch market in Japan and across the world in numbers along with G-Shock related figures

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