G-SHOCK is the ultimate tough watch. It has now been over 30 years since engineers Kikuro Ibe and Yuichi Maruda led a revolution in watch design with the dream of “creating a watch that never breaks”. At a time when watches were seen as delicate pieces of jewellery that had to be handled with care, these designers developed a watch in accordance with the “Triple 10” concept that was geared towards toughness. Thanks to the “Triple 10” concept, the watch can be dropped from a height of 10 metres, withstand up to 10 bar of water resistance and will carry on working for 10 years.

The prolonged and difficult testing phase took almost two years to complete. But after working on more than 200 prototypes, and developing the design and improving various parts to optimum effect, the first shock-resistant G-SHOCK watch went on sale in 1983. Revolutionary ideas such as a hollow case design, all-directional covering and cushioning to protect key parts were the cornerstones of G-SHOCK toughness and brought about the shock-resistant design that was to completely change the conventional view of watches.