{"id":1045,"date":"2024-12-25T17:17:56","date_gmt":"2024-12-25T08:17:56","guid":{"rendered":"https:\/\/cjpf.jp\/?post_type=modelcase&#038;p=1045"},"modified":"2025-01-20T20:00:40","modified_gmt":"2025-01-20T11:00:40","slug":"25casio","status":"publish","type":"modelcase","link":"https:\/\/cjpf.jp\/en\/modelcase\/25casio\/","title":{"rendered":"A watch that wouldn\u2019t break even if dropped \u2014this concept ultimately evolved into the globally acclaimed G-SHOCK brand."},"content":{"rendered":"<div class=\"profile-card\">\n    <div class=\"profile-card__image\">\n                    <img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2024\/12\/02_\u30b5\u30d6_20241018-_DSC1047-scaled.jpg\" alt=\"\">\n            <\/div>\n    <h3 class=\"profile-card__name\">\n        Taku Uema and Tadashi Shibuya    <\/h3>\n            <p class=\"profile-card__position\">Casio Computer Co., Ltd. Sales Headquarters<\/p>\n        <p class=\"profile-card__description\"><\/p>\n    <ul class=\"profile-card__links\">\n                    <li class=\"profile-card__link-item\">\n                <a class=\"profile-card__link profile-card__link--url\" href=\"https:\/\/www.casio.com\/intl\/watches\/gshock\/\" target=\"_blank\" rel=\"noopener\">\n                    https:\/\/www.casio.com\/intl\/watches\/gshock\/                <\/a>\n            <\/li>\n                            <\/ul>\n<\/div>\n\n\n<p>Over 40 years ago, in 1981, the story of G-SHOCK began with a single phrase written in a project plan: \u201cA durable watch that won\u2019t break even if dropped.\u201d The developer, Mr. Kikuo Ibe, is known worldwide by fans as the \u201cFather of G-SHOCK\u201d. After nearly two years of trial and error, the first G-SHOCK model, DW-5000C, launched in stores on April 12, 1983. In the late 1990s, a massive G-SHOCK craze swept through Japan, but as the boom subsided, the brand faced a period of stagnation. To recapture its essence of \u201cshock resistance (toughness),\u201d G-SHOCK underwent a transformation, rebranding itself as a &#8220;cool&#8221; global brand through strategic global marketing. Today, the brand boasts a diverse fan base ranging from teenagers to individuals in their 60s, and aims to grow as a lifestyle brand. This case study delves into how a small product born in Japan rose to become a world-renowned brand, uncovering its strategies and secrets.<\/p>\n\n\n<h2 class=\"chapter-title\">\n    <span class=\"chapter-title__number\">Chapter.01<\/span>\n    <span class=\"chapter-title__title\">From the Beginning: A Company Driven by Zero-to-One Innovation, Expanding Overseas with Original Products<\/span>\n<\/h2>\n\n\n<p>the name of the universally recognizable Cassiopeia constellation, a symbol of cutting-edge innovation. Over the years, Casio has introduced numerous industry-first and world-first products. \u201cCasio has embraced a zero-to-one mindset from the very beginning. We create new markets with the products we develop,\u201d says Mr. Uema, an expert who has led G-SHOCK marketing for several years and possesses an in-depth understanding of the brand\u2019s history.<\/p>\n\n\n\n<p>The first G-SHOCK, launched in 1983, was designed with the concept of \u201ca watch that won\u2019t break even if dropped.\u201d While it initially didn\u2019t garner much attention, its practicality\u2014dubbed \u201ctoughness\u201d\u2014was highly valued in the U.S., especially among police officers, firefighters, and military personnel. \u201cCasio established a New York office in 1970. Back then, G-SHOCKs were considered affordable watches, readily available at major supermarkets, and perceived as a budget-friendly brand,\u201d notes Mr. Shibuya, who spent 14 years in the U.S. managing local marketing efforts. \u201cUntil 1990, G-SHOCK was largely seen as a durable tool with heavy-duty features,\u201d he adds.<\/p>\n\n\n\n<p>The first turning point came around 1991, when skateboarders on the U.S. West Coast began to appreciate G-SHOCK for its resilience and unique design. This growing popularity eventually made its way back to Japan, sparking a massive wave that peaked in 1997. Limited-edition releases drew long lines of eager customers, turning G-SHOCK into a nationwide phenomenon. Reflecting on this era, Mr. Uema remarks, \u201cThis success was a turning point in connecting G-SHOCK with fashion, sports, art, and music cultures.\u201d<\/p>\n\n\n<div class=\"image-two-colmun\">\n    <figure class=\"image-two-colmun__item\">\n                    <img decoding=\"async\" class=\"image-two-colmun__image\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2024\/12\/03_\u30d6\u30ed\u30c3\u30af1_20241018-_DSC0970-scaled.jpg\" alt=\"\">\n                    <\/figure>\n    <figure class=\"image-two-colmun__item\">\n                    <img decoding=\"async\" class=\"image-two-colmun__image\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2024\/12\/04_\u30d6\u30ed\u30c3\u30af1_20241018-_DSC0703-scaled.jpg\" alt=\"\">\n                    <\/figure>\n<\/div>\n\n<h2 class=\"chapter-title\">\n    <span class=\"chapter-title__number\">Chapter.02<\/span>\n    <span class=\"chapter-title__title\">Transforming into a \u201cCool\u201d Brand through Music, Sports, Fashion, and Art<\/span>\n<\/h2>\n\n\n<p>The post-boom period marked a significant downturn in shipments, but it also became a time to redefine G-SHOCK\u2019s value. The company first returned to its roots by revisiting the essence of G-SHOCK: \u201cunbreakable, unstoppable, and accurate.\u201d This included innovations like solar-powered, radio-controlled technology and the development of \u201cTriple G Resist\u201d toughness which withstands shock, centrifugal force, and vibration\u2014achievements made between 2003 and 2005.<\/p>\n\n\n\n<p>In the U.S., G-SHOCK faced a unique challenge: it was still seen as an inexpensive product available in supermarkets rather than a fashionable accessory. Mr. Shibuya sought to reposition G-SHOCK as a \u201ccool brand\u201d through various reforms, including a major overhaul of distribution channels to focus on department stores and specialty shops. At the same time, the brand expanded into colorful designs, such as white and red models, to appeal to the fashion market. Supporting this effort were prominent hip-hop artists who privately used and featured G-SHOCK watches in their music videos. \u201cWhen I saw that, I thought, \u2018This is it!\u2019 It was a game-changer,\u201d says Mr. Shibuya.<\/p>\n\n\n\n<p>To further establish G-SHOCK as a global brand, Mr. Uema launched the \u201cSHOCK THE WORLD\u201d campaign in 2008, commemorating G-SHOCK\u2019s 25th anniversary. The inaugural event in New York featured a two-part program: a conference showcasing G-SHOCK\u2019s technological background and history for media and retail partners, followed by a party with live performances from major artists. The event\u2019s success led to similar events in London, Paris, Shanghai, Hong Kong, Bangkok, Jakarta and other cities, solidifying G-SHOCK\u2019s image as a global phenomenon. As a result, annual shipments exceeded 10 million units in 2019, surpassing the 6 million units sold at the peak of the 1997 boom.<\/p>\n\n\n<div class=\"image-two-colmun\">\n    <figure class=\"image-two-colmun__item\">\n                    <img decoding=\"async\" class=\"image-two-colmun__image\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2024\/12\/05_\u30d6\u30ed\u30c3\u30af2_GSHOCK_x_JBALVIN_40_CP_00231-scaled.jpg\" alt=\"\">\n                    <\/figure>\n    <figure class=\"image-two-colmun__item\">\n                    <img decoding=\"async\" class=\"image-two-colmun__image\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2024\/12\/06_\u30d6\u30ed\u30c3\u30af2_20241018-_DSC1031-scaled.jpg\" alt=\"\">\n                    <\/figure>\n<\/div>\n\n<h2 class=\"chapter-title\">\n    <span class=\"chapter-title__number\">Chapter.03<\/span>\n    <span class=\"chapter-title__title\">Continuity and Alignment: Sharing Japan&#8217;s Craftsmanship Story<\/span>\n<\/h2>\n\n\n<p>What is the key to G-SHOCK\u2019s marketing as a global brand? \u201cConsistency is vital and maintaining relationships with loyal fans while continuously appealing to younger generations is critical,\u201d says Mr. Uema. G-SHOCK\u2019s uniqueness lies in its connection to culture\u2014music, sports, fashion, and art\u2014alongside its toughness. \u201cStaying true to these roots while offering new value in line with the times is the secret of G-SHOCK\u2019s strength,\u201d adds Mr. Shibuya.<\/p>\n\n\n\n<p>Recent initiatives include the high-end \u201cMR-G\u201d collection which highlights Japanese craftsmanship, collaboration models with popular anime and pet themes targeting younger generations.\u201d These efforts aim to showcase \u201cMade in Japan\u201d excellence globally while rediscovering and promoting Japan\u2019s appeal.<br>Mr. Uema also emphasizes the importance of aligning strategies across regions. \u201cG-SHOCK has a genuine story and history. While approaches may vary depending on the country or region, the core values of the brand remain unchanged. This alignment is what we mean by \u2018aligning vectors.\u2019 The SHOCK THE WORLD events play a crucial role in this process.\u201d<\/p>\n\n\n\n<p>In 2023, marking G-SHOCK\u2019s 40th anniversary, the brand strengthened its influencer marketing efforts by using global ambassadors and local micro-influencers to deepen engagement and expand awareness.<\/p>\n\n\n<div class=\"image-two-colmun\">\n    <figure class=\"image-two-colmun__item\">\n                    <img decoding=\"async\" class=\"image-two-colmun__image\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2024\/12\/07_\u30d6\u30ed\u30c3\u30af3_20241018-_DSC1001-scaled.jpg\" alt=\"\">\n                    <\/figure>\n    <figure class=\"image-two-colmun__item\">\n                    <img decoding=\"async\" class=\"image-two-colmun__image\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2024\/12\/08_\u30d6\u30ed\u30c3\u30af3_20241018-_DSC0927-scaled.jpg\" alt=\"\">\n                    <\/figure>\n<\/div>\n\n\n<p>A brand reflects the quality and trustworthiness of its products and services. \u201cCasio employees must first love G-SHOCK. To keep the brand fresh, we must always challenge ourselves to explore new fields,\u201d says Mr. Uema. \u201cEqually important thing is sharing the brand\u2019s value with local media and retail partners, turning them into fans who believe in our story.\u201d<br>G-SHOCK has grown to include over 5,000 models and 150 million units sold across 140 countries. Its aspirations now extend beyond watches to becoming a \u201clifestyle brand.\u201d With its ethos of \u201cG-SHOCK is a companion that shares your challenges,\u201d the brand is embarking on a new journey to create a future beyond timepieces.<\/p>\n\n\n\n<p class=\"has-text-align-right\">Written by: Takahiro Miura<br>Interview Date: Oct. 18, 2024<br>The content of this article is as of the interview date.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over 40 years ago, in 1981, the story of G-SHOCK began with a single phrase written in a project plan: \u201cA durable watch that won\u2019t break even if dropped.\u201d The developer, Mr. Kikuo Ibe, is known worldwide by fans as the \u201cFather of G-SHOCK\u201d. After nearly two years of trial and error, the first G-SHOCK model, DW-5000C, launched in stores on April 12, 1983. In the late 1990s, a massive G-SHOCK craze swept through Japan, but as the boom subsided, the brand faced a period of stagnation. To recapture its essence of \u201cshock resistance (toughness),\u201d G-SHOCK underwent a transformation, rebranding itself as a &#8220;cool&#8221; global brand through strategic global marketing. Today, the brand boasts a diverse fan base ranging from teenagers to individuals in their 60s, and aims to grow as a lifestyle brand. This case study delves into how a small product born in Japan rose to become a world-renowned brand, uncovering its strategies and secrets. the name of the universally recognizable Cassiopeia constellation, a symbol of cutting-edge innovation. Over the years, Casio has introduced numerous industry-first and world-first products. \u201cCasio has embraced a zero-to-one mindset from the very beginning. We create new markets with the products we develop,\u201d says Mr. Uema, an expert who has led G-SHOCK marketing for several years and possesses an in-depth understanding of the brand\u2019s history. The first G-SHOCK, launched in 1983, was designed with the concept of \u201ca watch that won\u2019t break even if dropped.\u201d While it initially didn\u2019t garner much attention, its practicality\u2014dubbed \u201ctoughness\u201d\u2014was highly valued in the U.S., especially among police officers, firefighters, and military personnel. \u201cCasio established a New York office in 1970. Back then, G-SHOCKs were considered affordable watches, readily available at major supermarkets, and perceived as a budget-friendly brand,\u201d notes Mr. Shibuya, who spent 14 years in the U.S. managing local marketing efforts. \u201cUntil 1990, G-SHOCK was largely seen as a durable tool with heavy-duty features,\u201d he adds. The first turning point came around 1991, when skateboarders on the U.S. West Coast began to appreciate G-SHOCK for its resilience and unique design. This growing popularity eventually made its way back to Japan, sparking a massive wave that peaked in 1997. Limited-edition releases drew long lines of eager customers, turning G-SHOCK into a nationwide phenomenon. Reflecting on this era, Mr. Uema remarks, \u201cThis success was a turning point in connecting G-SHOCK with fashion, sports, art, and music cultures.\u201d The [&hellip;]<\/p>\n","protected":false},"featured_media":1016,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_locale":"en_US","_original_post":"https:\/\/cjpf.jp\/?post_type=modelcase&p=1014"},"area":[32],"article-tag":[],"class_list":["post-1045","modelcase","type-modelcase","status-publish","has-post-thumbnail","hentry","area-32","en-US"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/modelcase\/1045","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/modelcase"}],"about":[{"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/types\/modelcase"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/media\/1016"}],"wp:attachment":[{"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/media?parent=1045"}],"wp:term":[{"taxonomy":"area","embeddable":true,"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/area?post=1045"},{"taxonomy":"article-tag","embeddable":true,"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/article-tag?post=1045"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}