G-SHOCK PREMIUM

"I want to make a timepiece that will not break, even if dropped." This proposal, submitted at an internal meeting over 35 years ago, suggested that the development should be a one-man job handled by Kikuo Ibe, the engineer responsible for the external design of watches at the time. It was considered a clear, simple idea that had come up when a watch happened to drop and break during working hours. Watches are delicate precision instruments, and, at that time, it seemed only natural that they should break when falling to the floor. The concept of a tough watch seemed not only unconventional, but even nonsensical. Nevertheless, the proposal was accepted. A project team comprising just three people was formed — and development of the new watch began.

 

It was not long before the first G-SHOCK, the model DW-5000C, was launched in 1983. The square design with its symbolic importance was created in pursuit of shock resistance alone, with nothing wasted. The ultimate form for achieving this single function, it has been handed down to the present as an eternal standard. Belief engenders fruit. G-SHOCK’s origin is the story of an unwavering belief that inspired a relentless quest and produced a tough spirit that promises never to fade away.