EXPERIMENTING FOR GREATNESS

In 1981, Kikuo Ibe, at that time an engineer in CASIO's research and development department in Tokyo, dropped the watch his father had once given him. The watch broke, spurring him on to develop the ethos of creating the first indestructible watch that could withstand adverse circumstances.

He founded "Project Team Tough", to make his project a reality. Two years later, in 1983, after throwing more than 200 prototypes off the roof of the Tokyo building, the first shock-resistant, water-resistant G-SHOCK with a battery life of 10 years was born.

This unwavering persistence is the foundation of G-SHOCK's philosophy, which has continued for nearly four decades to this day.

#NEVERGIVEUP