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G-Shock
G-Shock is the flagship watch brand from Casio, a hugely high-profile brand beloved of such celebrities as Brad Pitt and Eminem. Their hard-wearing durability and wide variety of colours, materials and designs have made G-Shocks the ultimate collector’s watch as well as an instantly recognisable fashion item.
Launched by Casio in 1983 as a specialist range of super-tough watches, G-Shocks were primarily designed for sports and military use. They were designed to withstand knocks and strong vibrations, and utilised a triple-protection system for the parts, module and case. This practicality and unique design gained an increasingly popular appeal throughout the 1990s, resulting in G-Shock developing hundreds of new models, including collaborations with many designers, musicians and other celebrities to create limited editions. G-Shock continues to develop innovative new materials and systems, including solar power (eliminating the need to change batteries) and atomic synchronization, keeping them on the cutting edge of timepiece technology.