Casio surpasses shipment of 100 million G-SHOCK watches

Casio Computer Co., Ltd., announced that total worldwide shipments of G-SHOCK watches passed the 100 million unit mark in August this year.

The development of G-SHOCK began in 1981 with an engineer's passion to create a rugged watch that would not break even if dropped. Two years and over 200 prototypes later, the first G-SHOCK model, the DW-5000C, featuring an all-new shock-resistant construction, was released in 1983. It overturned the accepted notion of the time that wristwatches are inherently fragile and susceptible to shocks, and established a new product category: the "tough watch." Since then, G-SHOCK has continued to evolve with improved functions and performance.

 

G-SHOCK development began in 1981. It was a time when watches could be easily damaged by shock and were considered to be sensitive instruments requiring careful handling. The concept for G-SHOCK arose when a Casio watch developer accidentally dropped a watch he had received from his parents after passing his high school entrance exam. After over 200 prototypes, a hollow watch case structure was finally devised that supported the core module at certain points. A covering of urethane was also formed around the entire case. This became the DW-5000C, the first G-SHOCK model, which was launched in 1983. The G-SHOCK name was coined from the development concept of a watch that can withstand a strong shock caused by gravity (free fall).

Aiming to increase the diversity of G-SHOCK wearers, Casio expanded the model lineup in the mid-1990s. In 1996, the MRG-1 was released as part of the new MR-G series designed to appeal to adult men as well as youth. The MRG-100 was also released in the same year, featuring both a full metal casing and shock resistance. This marked the start of an initiative to make G-SHOCK a brand that both youth and adults love.

In addition to street fashion, G-SHOCK model development began to connect with various sports enthusiasts, such as snowboarders and surfers, as well as reggae fans and club goers including DJs and dancers. Furthermore, by releasing collaborative models with environmental protection groups and sports teams, these organizations have been able to deliver their messages to young people, in a way that only G-SHOCK can do.

In 1997, 6.0 million G-SHOCK watches were sold around the world, which includes 2.4 million units shipped in Japan. G-SHOCK had grown into a brand that is an integral part of youth culture. In addition to this cultural role, G-SHOCK has sponsored some of the world's largest sporting events in sports like soccer and yacht racing, and its brand strength is felt worldwide.

After hitting a peak in 1997, G-SHOCK shipment numbers began to decline. This may have been due to the launch of many collaborative models and too much focus on the watch as a fashion symbol rather than its core feature of shock resistance. Getting back to the basics of G-SHOCK shock resistance, Casio completely refocused on tough performance, and actively adopted new technology to increase the original value of the watch.

G-SHOCK models began to evolve in terms of both function and performance. Key examples include the GW-300 (2002), equipped with radio-controlled and solar-powered technologies, the GW-9200 (2008), which can receive time-calibration radio signals from six stations worldwide, and the GW-4000 (2012), equipped with TRIPLE G RESIST technology to withstand shock, centrifugal force, and vibration.

In addition to product advancement, Casio has been developing marketing activities to convey the G-SHOCK worldview to people across the globe. As August 31, 2017, these events have been held in 73 cities worldwide. They are an opportunity for G-SHOCK fans everywhere to get a full-sensory experience of G-SHOCK appeal.

In addition to events, Casio has created locations where people can satisfy their curiosity by encountering G-SHOCK watches first hand. It started with the opening of the G-SHOCK STORE in Odaiba (Tokyo) in 2003, as a place to share the G-SHOCK worldview and the latest information with customers. Now there are six locations in Japan, including Marunouchi and Ginza (both in Tokyo), as well as eight locations in other trend-setting centers around the world, including London and New York. There are also over 1,000 global locations of a Casio watch specialty store that sells G-SHOCK.