Believing in the
FATHER OF G-SHOCK
“ABSOLUTE TOUGHNESS” is the concept behind G-SHOCK.
Since its launch in the 1980s, various experiments have been
conducted to prove this claim. Among them, one of the most famous is the commercial where a G-SHOCK watch is shot like a hockey puck. The advertisement video was such a big shock to the viewers in the United States and a different video was created after to investigate it was not a false advertisement.
After gaining popularity for its shock resistant in the 1990s, G-SHOCK became intertwined with various cultures, becoming
As a fashion item Now, over 40 years since its launch, we seek to reaffirm its toughness. In line with this, a groundbreaking challenge was decided: to run over a G-SHOCK with a “DECO-TORA”(decorated truck) in Tokyo.
On the day of the testing experiment, the DECO-TORA appeared in the parking lot, illuminated by the glowing sunset reflecting off clouds. Weighing over 6,000 kg, the truck stood in stark contrast to the lightweight 0.052 kg G-SHOCK. Despite trusting in its toughness, our heartbeat quickened at the sight of such a size disparity. After safety measures and filming preparations, the evening gloom began to fall as rain started to drizzle, and finally, the two opponents faced off.
As the filming crew watched intently, the driver started the engine, and the vibrations and roar of the truck heightened the tension. The DECO-TORA began to move, splashing through puddles that mirrored the vibrant lights decorating it. Gradually, the truck accelerated, shifting gears to reach nearly 40 km/h. The distance between the two parties closed, transmitting vibrations to the G-SHOCK.
Then, the moment arrived: contact was made. The truck’s front and rear tires pressed down on the watch, twice, producing a dull thud that reverberated through the parking lot. The glass laid underneath shattered into countless pieces, and the monitor displayed the G-SHOCK swaying dramatically from the impact.
Would it still be functioning? The camera slowly approached the watch, heart pounding. One second, two seconds passed.
The G-SHOCK was still ticking away, unscathed and precise.
“It’s working!” the filming crew breathed a sigh of relief, filling the parking lot with applause and cheers. The glowing lights of the DECO-TORA in the dark resembled celebratory fireworks.
The showdown, “G-SHOCK vs DECO-TORA,” concluded triumphantly with G-SHOCK emerging victorious.
Forty years later, the G-SHOCK remains as tough as ever. This experiment reaffirmed that durability. What could truly challenge G-SHOCK’s toughness? That night left us pondering.
