G-Shock

Embarking on a celebration of G-SHOCK, an extraordinary timepiece renowned for its groundbreaking innovation, functionality, and adaptable design, this book pays homage to its forty-year legacy. From devoted enthusiasts worldwide to cultural icons in fashion, sports, music, and popular culture, G-SHOCK has garnered a devoted following.

Conceived during an era when watches were deemed delicate instruments, G-SHOCK emerged from the visionary ambition of a young engineer, Kikuo Ibe, who envisioned a timepiece that could withstand any impact. In 1981, Project Team Tough was established to realize this vision, leading to the creation of over 200 prototypes over two years and ultimately giving birth to the indestructible, shock-resistant G-SHOCK.

This illuminating volume guides readers through the trajectory, ethos, and metamorphosis of this distinctive watch. Through constant innovation spanning four decades, G-SHOCK has evolved into an emblem of resilience and durability, worn by a diverse array of individuals, ranging from athletes and military personnel to skateboarders, surfers, musicians, and entertainers. Its stylish versatility has permeated various domains, including sports, design, music, and popular culture.

Chapters within this volume offer insights into the technological advancements, providing behind-the-scenes glimpses into the brand's Japanese headquarters. Additionally, interviews with devoted collectors shed light on their passion for the brand. The book also showcases advertisements and collaborations with renowned figures such as pro-surfer Kanoa Igarashi, musician Kid Cudi, designers Takashi Murakami and Nigo, and fashion brands like BAPE, Kith, Stüssy, Maison Margiela, and Supreme.

Embodying the ethos of 'Absolute Toughness,' G-SHOCK's profound connections with its collaborators and collectors render this book indispensable for watch enthusiasts and design aficionados alike.