G-SHOCK
1) First G-SHOCK with TRIPLE
G RESIST, featuring resistance
to shock, centrifugal force, and
vibration
2) First model with Multi-Band
6 technology for automatic
time calibration using standard
radio waves from six transmit-
ters worldwide
3) First Tough Solar G-SHOCK
with solar-powered system
4) First solar-powered radio-
controlled G-SHOCK
1
2
3
5) First G-SHOCK watch with
radio-controlled timekeeping
6) First model with Tough
Movement, a slim, analog,
radio-controlled, solar-powered
movement
7) First model able to link up
with the wearer’s smartphone
4
5
7
6
new, global interest in G-SHOCK. While the DW-5900C was only avail- wider audience that may prefer a solid metal watch’s heft and look
able outside of Japan, it began to appear in Japanese clothing stores over the plastic, rubber and resin of the originals.
as an imported fashion accessory – gradually becoming a key staple
From collaborations with sports teams and environmental protec-
among young, fashion-forward Japanese. By 1995, the total number tion groups, to sponsorships of some of the world’s largest sporting
of watches shipped in Japan grew from about 10,000 in 1990 to events, G-SHOCK’s brand strength was felt worldwide and by 1997,
about 700,000. six million G-SHOCK watches were sold around the world, with 2.4
Aiming to increase the diversity of the G-SHOCK user, Casio
expanded the lineup in the mid-1990s. In 1996, the new MR-G series
million of those units staying in Japan.
After hitting a peak in 1997, G-SHOCK shipment numbers began
released new models to appeal to both adult and youth including to decline due in part to the brand’s dedicated focus on the watch as
the MRG-1 and the MRG-100, which featured a full metal casing and a fashion symbol. In response, G-SHOCK re-shifted its efforts to the
shock resistance. These evolutions began an effort to appeal to a basics of shock resistance, tough performance, and actively adopted
52 | AboutTime Magazine