The Overwhelming Presence of Its Logo Is No Lie

The name reflects the thing itself. It's absolutely true. Among these, a watch logo is crucial. It conveys necessary information within the limited space of the dial and bears the logo to highlight its identity. Whether the name looks appealing significantly changes the degree of affection one feels.

In that regard, G-SHOCK is perfect. The straightforward name, with its concept of toughness, is utterly refreshing. 'G' is a unit of acceleration and the initial of 'Gravity,' and 'SHOCK' means impact. The Triple G Resist function, boasting resistance to shock, centrifugal force, and vibration, is original in its very conception and logically sound in practical terms. G-SHOCK's position remains unique, never losing its distinct individuality even when placed alongside any foreign luxury brand.

This is why G-SHOCK is also accepted by those who favor premium brands. It doesn't fall short, nor does it needlessly intimidate others. It's also user-friendly in terms of consideration for interpersonal relationships.

Excellent Design Transcends Language Barriers

In America, where soldiers and firefighters are viewed with respect, items symbolizing toughness naturally garner high attention. Furthermore, with American artists like Kanye West, Eminem, and Justin Bieber favoring G-SHOCK, its popularity has accelerated. G-SHOCK has now transcended the boundaries of casual watches, with dedicated sections appearing in American department stores like Macy's (https://www.macys.com) and luxury watch retailers like Tourneau (http://www.tourneau.com). It now stands alongside Swiss luxury mechanical watches in these high-end environments.

Moreover, by conveying this image visually rather than through words, it likely succeeded. In America, where G-SHOCK was still largely perceived as an entry-level model, these models were smoothly accepted as a new line for adults.

Page02.The Sophisticated Details of G-STEEL

The Sophisticated Details of G-STEEL

The New Layer Guard Structure Adopted by G-STEEL

On the other hand, unlike resin, which has inherent cushioning properties, metal requires technological improvements to achieve shock resistance. One such innovation is the 'Layer Guard Structure.' A resin ring (the red part in the diagram below) is sandwiched between the case and bezel, creating a new shock-resistant structure against frontal impacts.

Furthermore, the hollow structure inherited from the original G-SHOCK effectively demonstrates its capabilities in this model as well. By suspending the module within the case, it mitigates the transmission of external shocks.

G-SHOCK's New Frontier: Toughness & Fashion

The bezel, flat against the dial, delivers a particularly powerful impression. The hairline finish on this bezel brings out the texture unique to metal. The logo, etched and then color-filled to stand out, bears the G-SHOCK name.

The solid feel of metal, conveying the robustness of the forged case. The comfortable weight on the wrist. The sharp edges created by precision cutting. And further, the textured presence of the resin strap.

This outstanding model, which correctly inherits G-SHOCK's identity with its tough structure and incorporates fashionability, is flawless both as an object and as a fashion item. This model, which became a boom in NY and later began to be introduced to Japan through reverse import, has already started generating buzz in Japan despite having had virtually no promotion here.