G-SHOCK is a watch that represents street culture, but it's no exaggeration to say it's also a watch that fits the modern business scene. Creative Director Yoichiro Maeda examines the reasons why it has always been a "chosen watch" through the new "MRG-B2000B" from G-SHOCK's highest-end line, "MR-G."

"I think of 'street' as a movement outside of commercialism. 'Street' is a general term for culture and styles originating from cities that have become mainstream. When you re-examine G-SHOCK from this perspective, the process by which this item gained recognition was certainly not that of a commercial watch. More importantly, G-SHOCK had the unique feature of being tough. At the time, the value of 'function creating design' was becoming mainstream culture. It was also unusual and cool that its existence became widely known through the filter of movies (like SPEED, starring Keanu Reeves, released in 1994), in a way that it was re-imported. Gradually, it also became linked with fashion, and G-SHOCK became the representative watch of street culture."

Yoichiro Maeda explains the connection between G-SHOCK and street fashion as described above. However, Maeda was in his second year of junior high school when G-SHOCK first appeared in 1983, so he has no memory of its debut era.

"My first watch was a gift from my parents when I entered university. Perhaps because of that, I had a strong sense that watches were 'for adults.' So, I first learned about G-SHOCK from the release of SPEED. I loved movies, so through the screen, I simply thought, 'That's a cool watch.' Later, I read "Mono Magazine" and learned the details of what G-SHOCK was."

After joining a publishing company, Maeda has witnessed the evolution of G-SHOCK for over a quarter of a century.

"They say G-SHOCK has excellent shock resistance, but I'm truly impressed that the hands don't dislodge (the hands shift position or come off) even with such impacts. I owned the first analog model of G-SHOCK, and we actually bought one at the editorial department at the time and dropped it from the 7th floor. And it really didn't break (laughs). I remember everyone present being excited, wondering 'Why don't the hands fly off?' That excitement about its function is my original experience, so it's not just words, but a tangible 'that level of shock resistance.' For over 25 years since then, they have continued to pursue shock resistance without change—I believe this is what makes G-SHOCK the representative of watches with functional beauty."

Precisely because of that original experience, it is even more astonishing that the "MRG-B2000B" (commonly known as "MR-G Kachiiro") possesses similar shock resistance.

"It has incredible three-dimensionality. I naturally think that simpler objects are tougher, so I worry unnecessarily that the indexes might come off if it's impacted, given its complexity (laughs). (Looking at the outer edge of the glass) They've even added blue to such a subtle area... As I look longer, I can see the intricate parts shapes and the amazing craftsmanship. I think this is a model that shows how far the exterior technology has come within G-SHOCK."

He also expresses interest in the design.

"In Japan, 'subtraction' is traditionally favored, but I personally feel the power of 'addition' in this model. Addition also requires advanced techniques, but simply piling up shapes that have no meaning results in 'mere shapes.' If each added element doesn't have meaning, it doesn't become 'design.' From this, I can see that the 'MRG-B2000B' has been designed with meticulous attention to every detail. To put it somewhat impertinently, with G-SHOCK's history and achievements, they could easily get by with just heritage models by skillfully using commercialism. But G-SHOCK doesn't look back; it moves forward. The sense of pioneering the era is immense. And among them, 'MR-G' is really pushing ahead. Even if it starts as a side current, it's probably because of this kind of energy that it eventually becomes the mainstream. "

Therefore, the keyword for pairing it with business attire is "freedom," according to Maeda.

"Work styles are constantly changing now. There's no longer a necessity for business scenes to be in suits, and above all, people can now work with flexible working arrangements and in casual attire. That's precisely why I want to choose this watch with the same mindset as when it was first incorporated into street fashion, rather than pairing it with the classic rules of suits. In a world of flexible work, there are flexible ways to choose a watch, and G-SHOCK fits perfectly. G-SHOCK will continue to increase its presence and become even more interesting."