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The art of making G-Shock watches

Posted: March 4th 2020, 10:50am
by koimaster
When Casio Computer's G-Shock line of wristwatches first came out about three decades ago, it was a huge hit. Then its own shock came, as the boom times of the 1990s led to a major slump in the early 2000s. Casio found itself in need of a new strategy to keep the G-Shock alive, and it found it by going high-end.

This shift has been so successful that global shipping volume reached 8.5 million units in fiscal 2016, surpassing even the best years of the 1990s. The "wristwatch that doesn't break when dropped" had become a worldwide symbol of luxury while holding onto its reputation for toughness. The secret to this success has been in the craftsmanship that goes into making the watches. To learn more, we went to where G-Shocks are made.

The G-Shock lineup's current best seller is the top-of-the-line MR-G. With a suggested retail price of 300,000 yen ($2,800), the model is most popular with men in their 30s and 40s. All of these watches are made at Casio's sole production site in Japan -- Yamagata Casio in Higashine, Yamagata Prefecture.

https://asia.nikkei.com/Business/Trends ... -in-luxury

https://www.youtube.com/watch?v=C1wrXF1Tc_I&t=60s


The G-Shock watch brand has changed Casio's fortunes more than once. A tour of the company's factory in northern Japan where all the parts are made, shows just how much goes into making these complex timepieces.