CASIO G-Shock: From Soldiers To Schoolgirls

I never really got how Casio could sell the G-Shock in Japan. The watch series reminds me of the stuff I grew up wearing, like the iconic Timex Ironman, which basically resembled a hideous plastic stopwatch, but strapped to the wrist.

So in these past few years, every time that I’d see an ad campaign for a new G-Shock model, I’d shake my head in disbelief that Casio could sell such a thing. How, in the land of Louis Vuitton handbags and Prada sneakers, could the people of Japan accept such an unsightly 1980’s inspired accessory?

Well, to begin with, streetwear in general has always shown a fascination for military inspired gear and high-spec outdoor apparel. The G-Shock series timepieces easily fit such categories, and with Japan’s insanely diverse fashion tastes, the watch has tapped a surprisingly large market that is accepting of its muscular, almost cheesy looks.

Further contributing to the G-Shock’s success is Casio’s aggressive launch schedule. Releasing special edition G-Shocks on a seemingly monthly basis and refreshing the entire line biannually, the company has basically turned the G-Shock into the Pokemon of wristwatch collectables. Since its debut in 1983, the Casio G-Shock has continued to amass a worldwide legion of fans that buy, sell and chat about anything related to the brand.

But clever marketing and rising fashion trends aren’t the only driving force behind the line’s overwhelming success. People love G-Shock watches because they offer something unique.

Famed for its use among Special Forces units around the world, the G-Shock has gained a reputation for being able to withstand all sorts of harsh climates and extreme conditions. From soldiers to schoolgirls, wearers of the watch know that their timepiece has been tested in the field of battle.

Water resistant to 200 meters, capably of surviving a 10-meter drop, and featuring a minimum 10-year battery life, the G-Shock is hardly a toy watch for snotty nosed kids. On the other hand, you might want to think twice about wearing one on formal occasions. Well, unless of course you’re on-call for the Delta Force!