2018 marks the 35th anniversary for the very popular G-Shock watch line. Launched in 1983 by Japanese based Casio, G-Shock watches became an in-demand accessories due to both its durability and looks. Its game-changing design to resist mechanical shock and vibration made it an ideal choice for everyday use, skating, or trekking the great outdoors. Additionally with numerous color ways and affordable models, G-Shocks eventually became collectable items. In 2017, the brand sold over 100 million units worldwide.
There are a number of prestigious watch brands (i.e. Rolex, Breitling, TAG Heuer), but G-Shock seems to be the only one that’s widely adopted by street culture. Maybe its because of its durable stature, being able to handle any condition. Maybe its the ability to coordinate your watch to your outfits. Whatever it is, G-Shock has been the choice. The brand has collaborated with a number of streetwear names, including Stussy and BAPE.
G-Shock has celebrated its 35th anniversary all year with exclusive releases and collaborations. Recently the brand partnered with popular sneaker boutique Blends for a celebration in Los Angeles that featured visuals of the 35th anniversary campaign and performances from budding local artists. Surprisingly, there weren’t any watches on display, which I feel is a missed opportunity to market the brand even more to a select crowd of “cool kids”. The biggest fault to any brand activation is lack of brand recollection, and the only G-Shock branding on premise were images projected on the wall.
Even with a lackluster party, G-Shock will continue to be a timeless brand as durable as its watches.