In the second part of our G-Shock history retrospective, as featured in the Temple of G fanzine fanzine, we see how G-Shock combated huge changes in the watch market.
SUPPLYING DEMAND
Around this time, the term ‘smartwatch’ was coined to describe wrist-clinging mini-computers that interfaced with smartphones. G-SHOCK took the competition head-on, introducing Bluetooth watch technology to widespread acclaim. While continuing to eschew the ‘smartwatch’ label, the three iterations of G-SHOCK’s Bluetooth franchise have experimented with a multitude of features including music playlist control, song identification, recording and email alerts.
G-SHOCK’s dedication to aesthetics has also prompted them to innovate and create beautiful watches that connect on a trend level. They recently perfected a new multi-angle water dip printing technology that allows colourful and complex prints to be applied to resin bands and bezels. The fruits of this technique were seen for the first time in the ‘Camouflage’ collection of 2014, followed closely by a series of animal themes and floral prints. These creative schematics have helped G-SHOCK reaffirm its connection with street culture, providing myriad options for fans to match their watches with sneakers and apparel.
Around this time, the term ‘smartwatch’ was coined to describe wrist-clinging mini-computers that interfaced with smartphones. G-SHOCK took the competition head-on, introducing Bluetooth watch technology to widespread acclaim. While continuing to eschew the ‘smartwatch’ label, the three iterations of G-SHOCK’s Bluetooth franchise have experimented with a multitude of features including music playlist control, song identification, recording and email alerts.
G-SHOCK’s dedication to aesthetics has also prompted them to innovate and create beautiful watches that connect on a trend level. They recently perfected a new multi-angle water dip printing technology that allows colourful and complex prints to be applied to resin bands and bezels. The fruits of this technique were seen for the first time in the ‘Camouflage’ collection of 2014, followed closely by a series of animal themes and floral prints. These creative schematics have helped G-SHOCK reaffirm its connection with street culture, providing myriad options for fans to match their watches with sneakers and apparel.
A commitment to their core DNA – as well as meeting niche demand – was summed up perfectly in 2014 with the debut of the luxuriously rugged ‘Metal Twisted’ model. There were doubters aplenty when G-SHOCK announced the price tag was over $1000, but those concerns were forgotten when the MT-G finally arrived. The stunning stainless steel model established a next-level pinnacle for technical ingenuity and exquisite design. Such upscale evolution is understandable. Multiple generations of fans have grown up with G-SHOCK, and as their individual independence has increased – along with their disposable income – they’ve gravitated to a more premium offering, while still remaining loyal to the G.
Thirty years after G-SHOCK’s debut, the MT-G is a remarkable achievement. Mr Ibe could never have anticipated a G-SHOCK of such prestigious calibre. His original rubber–clad design was devised out of a humble necessity to deliver the type of durability that opulent timepieces could seemingly never provide.
