G-SHOCK is the ultimate tough watch. It was born from a developer's dream of "creating a watch that never breaks." Guided by a "Triple 10" development concept, the design teams sought a watch with 10-meter free-fall endurance, 10-bar water resistance and a 10-year battery life.
At a time when it was commonly believed that watches were breakable items, G-SHOCK's development represented a challenge to common sense. The number of experimental prototypes built for endurance testing reached over 200. And the structural development and parts improvement took approximately two years. After a long, hard process of trial and error, G-SHOCK was finally launched. A shock resistant structure that overturned conventional thinking about watches was realized thorough breakthrough thinking, including the ideas of a hollow- structured case, all-directional protective covering and the use of cushioning material to protect critical parts.
These were the fruits of technological development that insisted on "toughness" and a revolution in watch design. Since its launched, G-SHOCK has continued to evolve for 25 long years, carrying on the toughness of spirit and uncompromising passion that led its developers to persist in their unshakable belief.
