Description
Celebrating the story of G-SHOCK, a truly unique watch whose pioneering innovation, function, and versatile design has made it a cult-collectible worn by devoted fans across the globe as well as by cultural icons in the worlds of fashion, sports, music, and popular culture for the past forty years. Born at a time when watches were generally considered fragile instruments, G-SHOCK began as a dream of a young engineer, Kikuo Ibe, who wanted to create “a watch that doesn’t break even when dropped.” In 1981, Project Team Tough was formed to build it, and over two years and 200 prototypes later, the indestructible, shock-resistant G-SHOCK watch was crafted. This revealing volume takes readers through the journey, spirit, and evolution of this distinctive timepiece, whose form and function combined with constant innovation over the past four decades have cemented the watch as a symbol of strength and endurance. Worn by everyone from pro-athletes and military personnel, to skateboarders, surfers, musicians, and entertainers, this stylish and multipurpose watch has permeated the spheres of sports, design, music, and popular culture. Chapters include a history of the technological innovation, behind-the-scenes imagery from the brand’s R&D Facilities in Japan and advertisements and collaborations with sports figures, fashion designers, musicians, and artists including pro-surfer Kanoa Igarashi, musician Kid Cudi, designers Takashi Murakami and Nigo, as well as fashion brands like BAPE, Kith, Stüssy, Maison Margiela, and Supreme. Embodying the spirit of “Absolute Toughness,” G-SHOCK’s visceral connection to its collaborators and collectors make this book a must-have for watch connoisseurs and design aficionados.About The AuthorAriel Adams has been wearing Casio watches since the mid-1980s. In 2007 he founded the major online timepiece magazine aBlogtoWatch.com, which is a leading publication dedicated to enthusiasm for all watches. Ariel Adams is also an internationally recognized expert on wristwatches and the modern industry that creates them.Photography by Atom Moore.
