g-shock

Launched in 1983 by Japanese electronics company Casio, G-Shock was born from engineer Kikuo Ibe’s mission to create a watch that wouldn’t break when dropped. This foundational goal of absolute toughness was realized after two years and over 200 prototypes, culminating in the first model, the DW-5000C. The brand's design philosophy centers on shock resistance, achieved through a hollow case structure, all-directional covering, and cushioning for key parts. Initially a slow seller in Japan, G-Shock found its footing in the U.S., becoming synonymous with street culture, skateboarding, and hip-hop in the 1990s.

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