For 40 years, G-Shocks have been the epitome of virtually indestructible watches. Spot 'G-SHOCK' in capitals on the bezel and you can be confident that the watch can withstand a lot. But what makes this Casio watch so special?

Text: Jorrit Niels Image: Casio G-Shock

Few watches in history have withstood such extreme strength tests as G-Shock. And that was exactly what Kikuo Ibe, the mind behind the famous watch, had in mind in the early 1980s.

Since 1983, the watch brand has been synonymous with strength and durability, making it a favourite among many athletes, military personnel and even astronauts. These days, the renowned watch brand itself has little to prove; the facts are widely known. But if they don't show how robust it is themselves, the fans will.

True adepts of the brand have therefore already used several G-Shock models in their own stress tests. From dropping it from a helicopter and freezing it in an ice block to dropping it from a height of 200 metres. And then, of course, finding that it still works.

Remarkably, Ibe himself initially had reservations about the watch's commercial potential. "When we introduced G-Shock in 1983, it was the time of very slim watches," Ibe explains. "G-Shock was very ''bulky'. So I honestly had moderate expectations about it." Yet he started with a clear mission. One that involved more than just building a sturdy case that could take a beating. Casio designer Ibe wanted to design a watch that wouldn't break if you dropped it. He formed the eight-man "Team Tough" with the task of making a Triple 10 watch. In other words, a watch that survives a 10-metre drop, is water-resistant to 10 bar (100 metres) and with a battery that lasts 10 years.

More than 200 tests later-most of the watches were thrown down by Ibe himself from a three-storey toilet window-they were no closer to the solution they were looking for. Then Ibe saw a child with a rubber ball. "At that point, I came up with the idea of housing all the parts in a module like a rubber ball. As if it would float in the case and could thus absorb shocks. This formed the basis that today's watches still share."

Hockey puck

Initially, it was not an immediate commercial success in Japan and Ibe seemed to be right in his doubts. However technically interesting his invention was, customers were more interested in a classic model watch. The big tree came with its US launch and a commercial in which a G-Shock was thrown across an ice hockey rink as if it were a hockey puck. Japanese consumers took another look at it, along with the whole world, and the G-Shock suddenly became a serious phenomenon. With now total sales of around 150 million G-Shocks since 1983.

New lines were introduced, the Rugged, the Baby-G, models for surfing and skateboarding, and for a few years now, the refined and more expensive MR-G line. The total number of models now stands at over 4,200!

A world unto itself

The G-Shock has now become more than just an extremely robust watch. It is a platform on which not only technology has never stood still, but also a culture around a modern icon and Casio's boldness in building a community around a watch.

Look at people who need a robust watch -from a extreme-sporter and an art guard volunteer to a police officer or a member of the armed forces - and what you see remarkably often is a G-Shock on the wrist. Add to that the loyal clientele of artists and celebrities, and it is not surprising that Casio is sitting on these staggering sales numbers.

With notable eye-catchers like Bradley Cooper, Rihanna, Justin Bieber, Eminem, John Mayer and Pharrell Williams to name a few. Of course, they all wear their more luxurious watches too, but they have been spotted with several G-Shocks on their wrists over the years. Coldplay's Chris Martin even wears a different G-Shock at every live concert.

Since the creation of the G-Shock, two main evolutions took place, according to Kikuo Ibe. First, that of the watch itself, particularly in the use of materials.

"Besides resin, nowadays from environmental considerations bio-based resins, we now also use steel and even precious metals." But just as important was the evolution among customers: "We no longer just have 'regular' customers, but we have a true fan base." Fans abound, although two in particular stand out, as far as the designer is concerned: "One collector has over 2,000 G-Shocks; a whole room full!

And we also met a two-year-old girl, who was accompanied by her mother. G-Shock was her daughter's favourite. Which I thought was rather odd, until I realised that she was using the watch as a teething toy for her teething teeth. And that it therefore became her favourite object."

But it can also be more extreme. Japan regularly suffers from earthquakes and one of the G-Shock wearers was affected by them. "This man himself luckily got away unscathed, but his house was completely in ruins. Yet under the rubble he found his beloved G-Shock. Working and all. I found this out after he sent a thank-you letter to Casio HQ in Tokyo. Things like that still give me satisfaction."

Pushing boundaries

"Personally, I wear the DW5600 most often, because it is the closest model to the original, the primal G-Shock model. A blue, white and red one to be exact. The colour I adapt to the season or the mood I am in."

For its 40th anniversary, G-Shock is releasing several anniversary models throughout the year. From affordable (just over €100 for the Clear Remix) to the MT-G Red Flare (€1,600) and the Recrystalized Series (€869).

A successful and successful sidestep towards the high end, where Ibe also cites a brand that inspires him as an industry professional. "Rolex inspires me the most. You always get a good sense of their craft and heritage. Yet they also dare to innovate without moving too much away from their traditions. That's what we, in our way, are trying to do with G-Shock too."

From Kikuo Ibe trying to develop his masterpiece from three high in '83 to armed forces using the watches in virtually impassable areas; where some watch brands spend a little too much time on slick commercials and images to convey that sense of ruggedness and toughness, Casio works seriously with the professionals who really subject the watches to the torture they can handle. And so you can walk down the street on a Saturday afternoon with that G-Shock on your wrist with good grace. Because of course, no one needs to know whether you are actually going out on the ocean or up into the Alps for a week.

And, of course, it doesn't stop here. Because even after forty years, Ibe is far from sitting still. Indeed, for this autumn he promises a new concept in which he pushes the boundaries of what is possible. "In these forty years, we have continuously improved our know-how in shock resistance. As a result, we can now create highly shock-resistant designs that were previously unthinkable. In my humble opinion, the upcoming piece is therefore definitely worth looking forward to!"

G-Shock Trivia

1983 - After two years of research and development, Kikuo Ibe creates the G-Shock, the result after over 200 prototypes were thrown from the window of a toilet on the third floor of an office building.

1993 - Ten years after the first G-Shock, the brand launched the DW-6300, the first model with a water resistance of up to 200 metres.

2002 - G-Shocks get access to the Tough Solar system and automatic time calibration via radio signals.

10:58 - the time you see on all press photos of Casio watches. Why? This is the time that best shows the capabilities of the LCD.

-58 degrees Celsius - The temperature to which the Gravitymaster will continue to perform. The watch was sent by weather balloon into the stratosphere to an altitude of 44.1 kilometres and a temperature of -58 degrees Celsius. On its return, everything was still working perfectly.

2010 - The moment carbon fibre was added to the G-Shock's wristband, making it even stronger.

2012 - A Bluetooth connection made it possible to pair the watch with smartphones and make setting the time easier.

24.97 - The number of tonnes of the heaviest vehicle ever driven over a G-Shock, after which it still worked.

150 million - The number of G-Shocks sold after 40 years.