“Project Team Tough” was formed in 1981 to realize an engineer’s aspiration: “I want to create a watch that doesn’t break, even if dropped.” After repeated production of over 200 prototypes and the devotion of over two long years to the effort, G-SHOCK’s core technology, a shock-resistant structure, was completed in 1983.
Now, 35 years later, G-SHOCK has continued to take up challenges tirelessly in search of even greater toughness. Motivated by this spirit, it has continuously pursued new possibilities for every aspect of toughness, from structure and materials to functions.
With sophisticated watch forms, designs
inspiring pride of ownership and varied hand expressions arousing new emotional
responses with every use, it has raised the standard for perfection by
introducing high-end premium models built with the strictest attention to
Focusing on the origins of toughness…Seeking even higher levels of toughness…For G-SHOCK, the challenges never end.