G-Shock

In 1981, Casio engineer Kikuo Ibe dropped a watch and watched it shatter. The frustration sparked an obsession that would consume the next two years: creating a watch that could survive almost anything. The result was G-SHOCK, a design so radically over-engineered it rewrote expectations for what a watch could be.

Decades later, that same spirit remains intact. Worn by soldiers, skaters, climbers, musicians and anyone with little interest in treating their possessions delicately, G-SHOCK has become less a watch and more a piece of modern industrial design. The technology evolves, the shapes become bolder, but the mission never changes: keep pushing the limits of toughness while everyone else worries about scratches.