Shock of Ages

We are very excited to have our new brand G-Shock by Casio now available in-store and online.  As a brand that has been around a very long time and that most of you may remember from being a lot younger, we though we would give you a little insight to where the brand has moved on since then, with a little help from an article written by Facets Magazine in Association with Casio. This year G-Shock celebrates its 30th anniversary of making the worlds toughest and most culturally iconic watches. We look at the journey the watch has taken over three decades. The G-Shock story began with a life-altering moment of misfortune in 1981, when a young Casio designer called Mr Kikuo Ibe dropped his watch on the floor on his way to a meeting. The watch was precious and had been given to him by his father. "It was at that moment i decided to develop a watch so tough that it would never break, however many times it was dropped," he said. "it would be the toughest watch of all time - the toughest watch in the world." Mr-Kikuo-Ibe The birth of G-Shock... A bouncy ball provided the inspiration behind Mr Ibe's solution for toughness. Encasing the workings of the watch in a hollow structure means the module effectively floats within a shock-resistant case. The rest - the cushioning and the materials - only adds to its strength. Two years and more than 200 smashed prototypes later, Mr Ibe's ground-breaking design, the G-Shock DW-5000, hit stores on 1st April 1983. So different to the contemporary trend for thinner, lighter watches, G-Shock was popularised in a TV commercial where it was strapped to an ice hockey puck and smacked head on with a stick as it sped across the ice. Over the course of the 1980s G-Shock established itself as a household name and iconic design to the point where it is now considered a retro-classic. ...and 30 years later Fast-forward 30 years  and the brand's key innovations enhance the original core protective technology. G-Shock has developed more than 3000 models over the past three decades, meaning it had an extensive archive to draw from when it came to releasing a series of watches to celebrate its 30th anniversary. Over the years, the design and functionality have consistently evolved, but this fundamental "toughness" has remained at the heart of every design produced. Since 1983, more than 70 million G-Shocks have been sold in nearly 100 countries. This year, G-Shock and Dazed & Confused magazine joined forces to create and curate the G-Shock 30th Anniversary Awards, which celebrate the best emerging talents in sport, music, fashion and art, a fitting tribute to the concept of "toughness". What next? With three decades of innovation and dedication behind the brand, what hopes does the curator of the world's toughest watch brand have for the next 30 years, as G-Shock goes from strength to strength? An avid international traveller, Mr Ibe has one idea he would love to see become reality. "In the next 30 years, i would love to invent a G-Shock Translator," he said. "A watch that comes with a small earpiece and microphone so that when you're in a foreign country it can receive someone's voice and then translate that into your own language for you." It may sound impossible, but Mr Ibe simply considers it a challenge. And after creating the world's toughest watch as a result of an accident, who could doubt he will succeed? CLICK HERE to shop the G-Shock Collection available @ Hugh Rice.....