G-SHOCK, the watch that brought the new concept of toughness to the timepiece.
It began with a reckless challenge to the conventional wisdom of the day, a developer’s belief that it was possible to construct a watch that wouldn’t break, even if dropped. Project Team Tough was formed to build it in 1981.
The team created over 200 prototypes one after another over a period of about two years. They finally arrived at a shock-resistant structure. This marked the birth of a technology that is tough to the core.
And G-SHOCK has continued its unceasing evolution ever since, in pursuit of greater toughness in every respect, from structure and materials to functions.
Stronger than ever, and targeting even greater strength, G-SHOCK’s challenge is never-ending.
