추가 적립 안내

전 세계의 균형 잡힌 브랜드를 매월 하나씩 소개하는 광고 없는 월간지 『매거진 B(Magazine B)』 제77호《G-Shock(영문판)》. 새로운 비즈니스를 구상하는 브랜드 관계자부터 브랜드에 대한 감각을 익히고 싶어 하는 이들까지, 브랜드에 관심을 가진 모두를 위해 만드는 진지하지만 읽기 쉬운 잡지이다.

■ About the Publication

Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.

■ About the Issue

Welcome to the 77th issue of B.

Sometimes we think about the potential life span of a certain object. There are, of course, differences between people, but for me, the wristwatch is something that tells many stories about vitality. Made in a variety of materials and shapes, wristwatches seem to have proven more value when they stay longer on a person’s wrist. As decades-old wines and whisky are highly appreciated, wristwatches are valued for their unchanging shapes and mechanisms despite the passage of time. Owing to this, a luxury mechanical wristwatch holds even more significant symbolic meaning. In an era when time can be checked everywhere on electronic devices like smartphones and laptops, the survival of the analog accessories is even more markedly profound. And think about this: the advent of smartwatches was predicted to ruthlessly bring down the existing wristwatch industry, but so far, many consider the effect to have been a positive one. The smartwatch itself demonstrated to younger generations that the most useful and cost effective item they own is right on their wrist.

G-Shock, the brand featured in this issue, is a wristwatch brand that was born in Japan in 1983 and survived until today. But it’s not just a survivor?it’s a timepiece that’s caused a sensation and left its mark on the history of wristwatches. Except for luxury watches, G-Shock is quite possibly the only brand that can be recognized quickly at a glance. Undeniably distinctive, G-Shock is unique and original in many aspects. The originality of G-Shock results from a keen focus on functions, and its technical superiority is highlighted across design, marketing, branding, and business strategy. “A watch that will not break.” “A watch that can withstand a 10-meter free fall.” The creation of a product that can be represented so succinctly in a single phrase is an incredible feat, and this feat has won many fans over.

A product whose essence and properties can be summarized in one line is most likely to be remembered by people for a long time. When it is easier to explain and understand a product, word of mouth picks up speed, and the brand quickly becomes the talk of the town. The essence of G-Shock’s story is nothing short of “toughness,” and this simple message incites curiosity as if it were a myth. Thanks to the simplicity of its message, the originality of G-Shock remains intact even when it is mixed with any color or material. Even a total customization wouldn’t put a damper on the G-Shock spirit. And this is precisely the reason why G-Shock has a considerable number of fans for a wristwatch brand. It does not fall into either subcategory of digital or practical, and it has really become a genre that stands on its own. And this means that it has the power to set the rules of the game. Kikuo Ibe, who entered Casio as an engineer to create G-Shock, once talked about that freedom. “You can treat a G-Shock however you want.”

At this moment, we wonder if G-Shock’s originality is inherent?was it already there at the moment of its birth? According to our observation, the answer to the question is more likely a “no.” G-Shock employees say that they have continuously reiterated the essence of the brand and conducted hours of repetitive experiments. In short, they have waited together for G-Shock to become an irreplaceable, inimitable timepiece. A long wait requires as much courage as the invention of a product, which usually starts from ground zero. As we encounter fewer products that contain this kind of courage, brands like G-Shock impart an even more valuable experience on people.
It is our hope to continue to deliver more stories about products made by courageous people who go against the grain and resist conventional tried-and-true solutions.

Eunsung Park
Content & Editorial Director

[매거진 B(Magazine B) No.77: G-Shock(영문판) 목차]

02 Intro

09 Editor’s Letter

12 In Yamagata
Yamagata factory where premium G-Shock products are made

20 Opinion
Kikuo Ibe, inventor of G-Shock

26 Engineering
Intensive G-Shock performance tests

34 Components
A closer look at G-Shock components

40 Technology
G-Shock’s accurate time-telling technology and durable form

42 Lineup
Descriptions of each lineup by a G-Shock designer

48 Opinion
Masayuki Hirota, editor-in-chief, Chronos Japan

54 Retail
Specialty shops that sell G-Shock watches

60 Evolution
The evolution of wearable devices from mechanical wristwatches to smartwatches

66 They Said
Wristwatches and G-Shocks worn by DJs, stylists, surfers, and jewelry designers

70 Opinion
Shinsuke “Alex” Nakada, director of Beams

76 Collaboration
The many sides of G-Shock seen through 57 collaborative products

84 Taste
The value of G-Shock described by neuroscientist Hideto Tomabechi

88 Collection
A G-Shock collector talks to about his taste and reasons for collecting

92 Customizing
The story of one customizing expert’s strong attachment to G-Shock

98 The Molded

108 Brand Story
How a bulky, plastic wristwatch became a world-famous brand

116 From the Headquarters
Stories told by those in charge of G-Shock’s performance and design
120 About Casio
Tidbits on Casio, G-Shock’s mother company

122 Industry
Outlook on the future of wristwatches and interview with Jean-Claude Biver, the world’s most acclaimed wristwatch marketing guru

126 Dictionary
Wristwatch-related terms and definitions

128 Figures
The watch market in Japan and across the world in numbers along with G-Shock related figures

131 References

133 Outro