I never really got how Casio could sell the G-Shock in Japan. A lot of their watches remind me of the stuff I grew up wearing, like the iconic Timex Ironman, which basically resembled a hideous plastic stopwatch strapped to the wrist.

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. G-Shock definitely has a name in this category, and with Japan’s insanely diverse fashion tastes, the watch has tapped a surprisingly large market that is accepting of its muscular, eccentric looks.

Further contributing to the G-Shock’s success is Casio’s relentless release schedule. Debuting 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 G-Shock has been tested in all sorts of extreme situations.

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 brats. But having said that, you may want to think twice about wearing one on formal occasions. It can be a tad unsightly for anyone not in the know.

You can browse through literally thousands of G-Shock products right now on Amazon.