Feature ~ Adam Jane
G-SHOCK
TIME
35 Year s of Toug h ne s s
Innovation has always been at the core of Casio’s endeavours.
From Tadao Kashio’s earliest electronic calculators through to today’s
GPS- and Bluetooth-equipped watches, the Japanese brand is one step
ahead. But there’s one particular Casio innovation that has resonated with
the sneakersphere like no other. On the eve of G-SHOCK’s 35th anniversary,
with sales having just sailed past the 100 million mark, it’s time to take
a look back at how a broken heirloom and one man’s vision produced the
world’s first unbreakable watch.
the project. He was taking in protect the buttons and screen
the surrounding scenery when from any angle.
something unexpected caught his The original G-SHOCK
attention. A child was bouncing was quickly adopted by anyone
a ball on the hard ground. needing a tough watch to
‘Hmmm,’ thought Mr Ibe, ‘if the cope with a tough job. Military
watch module was suspended and emergency personnel,
inside a ball-like structure, maybe construction workers, miners
it would survive impact.’ It was and outdoors types all gravitated
the breakthrough moment he had to the new Japanese brand.
been looking for. Encouraged by the success,
Casio saw an opportunity to
create even more specialised
The First G versions. These days it isn’t
unusual for G-SHOCK to release
After further experiments, 200 watches in a year, but back in
the first G-SHOCK model hit the the 80s, it took Mr Ibe two more
street – this time not literally – in years to perfect the rounded DW-
DW-5 0 0 0 : The f i r s t G - S H O C K 1983. The DW-5000 utilised Mr 5400 and dust-proof DW-5500.
Ibe’s park-born inspiration by Four years after that, the first
suspending the watch module analogue G-SHOCK appeared.
inside a resin case. To protect the Despite bold new watch
fragile parts inside the module designs and updated capabilities,
itself, the same cushioning the classic DW-5000 remained
material was applied to specific in high demand. After vanishing
points within the componentry. from the lineup for several
The resin case was designed with seasons, the traditional square-
manifold protrusions that would bodied design was relaunched
Mr I b e , i n v e n t or of G - SHO C K Every G -S HOCK i s t es t ed t o exac t i ng s t a ndards G - SH O CK t oug h !
As a young engineer heavy workload, but it quickly
in Casio’s watch department, became a full-time obsession.
Kikuo Ibe was aware that time He began by devising criteria for
was a precious commodity. what he considered ‘absolute
His father had presented him toughness’. Known as the ‘Triple
with a valuable wristwatch, 10’, the watch would have to
and he knew that using his time withstand a drop from 10 metres,
wisely would result in a lifetime hold up under 10 atmospheres of
of memorable minutes, hours water pressure and have a battery
and days. When the precious life of 10 years.
gift broke free of its buckle and With approval from his
shattered on impact, Kikuo superiors, Mr Ibe recruited
Ibe was disconsolate. Yet the a small crew that became known DW-5 0 0 0 prot ot ype
moment was an epiphany. as Team Tough. Over two years,
Staring at the fragments on the they threw more than 200
floor, he realised something: the prototypes from the bathroom
world needed an unbreakable window on the third floor of
watch. What he didn’t know Casio’s office. But no matter how
then, of course, was that this much padding they used or which
was the jumping-off point shock-absorbing material they
for a revolution in timepiece chose, the delicate electronic
technology. modules never survived.
Mr Ibe’s ambitious One day, Mr Ibe found
side project began as a solo himself sitting in a local park
assignment on top of an already on the verge of abandoning
‘Balance between each
component is an important
part of the design.
The aspect ratio of the
bezel and LCD display, size
of font, engraving and even
the connection between
case and band – everything
has to be balanced.
If we lose this synchronicity,
suddenly G-SHOCK loses its
beauty and doesn’t look like
the real thing. We call it the
golden balance of 5600, it is
a very delicate procedure.’
Mr Moriai, G-SHOCK Designer
GW-S 5 6 0 0 (Ca rbon F i bre C onst ruct i on)
Ful l Me t a l C onst ruct i on
in 1987. In keeping with Casio redesign. Thanks to Mr Ibe’s
tradition, new releases were given uncompromising vision, the 90s
a numerically ascending product G-team was able to devise an all-
code, so the revamped DW-5000 directional system that prevented
was christened the DW-5600. any part of the internal timepiece
In the early 90s, G-SHOCKs from coming in contact with the
got bigger and bulkier as product case.
engineers pushed into every
conceivable heavy-duty scenario.
Watches tuned for extreme cold Staple Diet
weather and deep-sea diving
arrived, along with solar-power The DW-5600 has been
capability and altitude sensors. a staple in G-SHOCK’s offering
The offering was expanding for decades, but the design is
quickly and G-SHOCKs were much more than just a watch;
suddenly available in a multitude it’s symbolic of the ‘absolute
of shapes, colours and sizes. toughness’ mentality perfected by
Despite the increasing tech Casio. And it’s surprisingly played
demands of consumers, the purity a pioneering role in developing
of the original shape maintained sneaker culture today.
the DW-5600’s relevance. When When G-SHOCK joined
Keanu Reeves’ character wore forces with Stüssy and BAPE in
the watch in 1994’s blockbuster the early 90s, they were one of
Speed, a whole new audience the first brands to embrace the
was turned on to the utilitarian idea of collaborative design.
time-teller. The first high-vis resin The nostalgic and cyclical nature
case arrived with the DW-5600C- of fashion has inspired many
9B, while the famous bumper-bar brands to favour the old-school
protective grills arrived in 1996. shape of the DW-5600, ensuring
Three years later, cloth straps the squared-off bezel has stayed
were introduced, followed shortly in the spotlight.
after by the use of metal bands.
Rather than being pensioned off the GMW-B5000.The latest feed all of these power-hungry
as an obsolete curiosity, the DW- 18 Karat evolution takes the model functions, the face is laminated
5600 was suddenly the staging- to a whole new dimension. with a shadow-dispersing solar
ground for innovation once again. In 2015, all eyes were on The all-metal masterpiece panel that can harness the power
G-SHOCK when Mr Ibe unveiled hasn’t just been visually of the sun.
his dream project. The solid reengineered, the entire internal
MR-G 18-karat gold GW-5600 was gadgetry was completely
intended as an exhibition piece, overhauled. Available in gold, The Empire
One of 1996’s breakout but it’s a true G-SHOCK by silver and stealthed-out black,
releases was the MR-G, the every measure, including its the model features the full suite It’s easy to see how the
first all-metal G-SHOCK. As reengineered shock-absorbing of G-SHOCK tech. MultiBand 6 sturdy squared-off design of the
impressive as the resin cases were structure. Considering the technology receives radio signals DW-5000 and DW-5600 set
for shock absorption, demand production cost was rumoured to around the world to correct G-SHOCK up for 35 years of
for a more formal and elegant be $120,000, it’s not likely anyone the displayed time accordingly. relentless success. The enduring
version of the unbreakable will ever test this model’s ability Bluetooth connectivity enables timepiece laid the groundwork
timepiece was brewing. Unlike to bounce from a height of 10 the watch to communicate with for a global horological empire,
the standard urethane case metres. smartphones, sharing information all thanks to Mr Ibe’s vision of
material, which has inherent Dreams of heavy-metal and setting reminders. It can ‘absolute toughness’ and his
shock-absorbing properties, the DW-5600s have been rekindled even log time and place data and unwavering dedication to the
metal case required an entire this year with the release of display them on a map. And to pursuit of perfection.
Eric Haze
St üs s y
Pa rra
SBTG x G -SH OC K
G -Colab
G-SHOCK’s history of When you break down
product collaboration dates all the DW-5600’s legendary
the way back to the mid 1990s, status, the most comparable
predating the sneaker industry’s sneaker that comes to mind is
obsession with colabs by several the Converse All Star. Classic,
years. Recent G-alumni in the simple and totally timeless,
streetwear world includes the the DW-5600 is a graceful
likes of Alife, Supra, CLOT, design that will never go out
Undefeated, Medicom and of style.
DGK, with Parra, atmos and
Ta-Ku all favouring the DW-
5600 as their collaborative
model of choice.
Ta -k u x G - SHO C K a t mos x G -SH O C K
GM W- B 5 0 0 0 TF G - 9
G M W- B 5 0 0 0 D - 1
Fu l l Meta l
In honour of the Available in ion-plated
DW-5600, the new Full Metal gold or stainless silver, both
series is an inspired choice as models feature the solid
the headliner of G-SHOCK’s screw-back, which takes the
35th anniversary. In addition weight to a chunky 170 grams.
to standard shock resistance In collaboration with Japanese
and 200-metre waterproof luggage-maker Yoshida & Co,
capability, the series is loaded an all-black edition will
with the best in G-Tech. reportedly retail for $1200,
Bluetooth takes care of mobile so get ready to flex the Amex!
connectivity, while Multi-Band
6, Tough Solar, world time-sync,
five different alarms and the
Super Illuminator LED make
for an impressive suite of tech
credentials.
Ry usuke Moriai Chief Designer of G -SHOCK
In every country, city and town, wherever
you go, you will find people wearing
G-SHOCK. Whenever I notice this fact,
I am very touched and filled with
happiness and joy.
As a G-SHOCK designer, Our customer service The DW-5000 is the first
I reference things that are seen department heard from a G-SHOCK model, so it is essential
as inherently masculine. Things man whose whole town was to the company history. Today the
like bulldozers, monster trucks, destroyed during the earthquake DW-5600 is the watch that most
heavy machinery and wild beasts. and subsequent tsunami that people think of when they think
These things don’t just look cool, struck Tohoku in 2011. After the G-SHOCK. We have a company
they inspire me to explore new danger subsided he returned to policy of evolving the DW-5600
perspectives on toughness. sift though the rubble, where without altering the external
Every aspect of a he found his G-SHOCK. It was shape. This is very important to
G-SHOCK’s shape plays a role in muddy and scratched but it was our heritage. Standing up to the
protecting the watch from impact. still ticking! He was so impressed flow of time without changing the
We have never designed watches by the discovery that he felt some design is a tough challenge, but
to simply look tough, we design happiness, even after all that what’s tougher than G-SHOCK?
them for ultimate protection. had happened.
The shape of each watch has
serious significance. There are
no gimmicks.
18 k G o l d MR-G
Valued at over $120,000, 1996: A compact and elegant design,
the one-of-one 18k gold MR-G was designed to fit easily under
DW-5600 edition is easily the sleeves of a formal suit or jacket.
the most expensive The metal case with a screwback
G-SHOCK of all time. made this chic series practically
indestructible. While the first model still
featured a resin bezel, the next versions
were pure metal and most models
featured a classy metal bracelet with
solid links. The latest premium MR-G
model features the newest GPS Hybrid
Wave Ceptor technology.
Balance between each complex on the inside. We did From that viewpoint,
component is an important part face some heavy-duty challenges we see the ultimate watch not
of the design. The aspect ratio developing the metal case. Since as a stressful tech gadget, but
of the bezel and LCD display, our policy is to never change more like your favourite pair
size of font, engraving and even the shape, we had to adopt a of sneakers. Something that
the connection between case totally different shock-resistant becomes part of your life and
and band – everything has to structure. It was a very difficult provides value through the
be balanced. If we lose this developmental procedure. simple act of wearing.
synchronicity, suddenly G-SHOCK As a designer, I think if we Some 35 years ago,
loses its beauty and doesn’t look continue to pursue the concept we wouldn’t have imagined
like the real thing. We call it the of metal watches, it should be to anyone other than an astronaut
golden balance of 5600, it is take advantage of the material’s wearing G-SHOCK in space.
a very delicate procedure. strong points. Every day we asked But now, thanks to companies
The MRG-100 was the ourselves if it was worth doing. such as SpaceX, dreams of civilian
first full-metal, shock-resistant Even with the existing shape it space journeys are coming
G-SHOCK. The structure and was a difficult task that put us true. G-SHOCK has never been
design were completely different through a lot of hardship. exclusively for specialists, so we
than previous G watches, Adding the Bluetooth dream of offering a watch that’s
but the approach was consistent. function to the watch was not convenient for the average
We used a simple structure and easy to accomplish either. space traveller. That’s the kind
the classic G-SHOCK shape to The idea of ‘connection’ in of ‘SPACEMASTER’ we plan
realise the final design. itself is not where the value lies. to launch in the future. The sky
The GMW-B5000 is a The important thing is that the is the limit!
new design I am very proud of. connection provides stress-free •
It is simple on the outside, but convenience.
