In an extraordinary milestone, G-SHOCK, the epitome of robust and stylish timepieces, is celebrating four decades of unwavering toughness. The grand culmination of this year-long celebration is set to unfold in the much-anticipated event “SHOCK THE WORLD,” a jubilant festivity that not only pays homage to G-SHOCK’s unparalleled legacy but also underscores the brand’s evolution, staying true to its core values of resilience and cutting-edge design.
40 Years of Leadership in Toughness
The 40th-anniversary celebration unfurls the brand’s evolution through campaigns like “That’s Tough,” delving into the new brand concept that redefines ‘Toughness.’ G-SHOCK acknowledges the subjective and personal nature of toughness for each individual, reflecting on its journey of innovation and resilience.
The celebration, a global phenomenon event spanning Southeast Asia with a Rooted in Toughness Pop-Up Tour, has traversed Singapore, Malaysia, Philippines, Thailand, and Indonesia. This tour showcases iconic G-SHOCK timepieces that have left an indelible mark on the world, alongside the continuous effort that has propelled the brand to new heights.
As part of commemorating 40 years, G-SHOCK presents the ‘Dear Younger Me’ campaign, featuring Kikuo IBE, the Father and Founder of G-SHOCK. In a heartwarming video, IBE recounts his journey and the challenges he faced while creating the first-ever G-SHOCK watch. The campaign inspires users to reflect on what ‘Tough’ means to them, emphasizing resilience and determination.
To complement the celebration, G-SHOCK launched special anniversary models, including the GCW-B5000UN, a carbon edition watch inheriting the iconic form of the very first G-SHOCK, employing carbon materials for high strength and reduced weight. Additionally, an exclusive G-D001, an 18K Gold model as part of the Dream Project #2, symbolizes G-SHOCK’s commitment to breaking boundaries and pushing the limits of innovation.
What is SHOCK THE WORLD (STW)?
SHOCK THE WORLD (STW) is a jubilant celebration organized by G-SHOCK every five years, dedicated to commemorating the brand’s rich history, innovations, and enduring legacy. This year’s event brings together G-SHOCK enthusiasts, influencers, and iconic timepieces to revel in the brand’s journey.
SHOCK THE WORLD Events
G-SHOCK’s 40th-anniversary celebration ends with a bang with the celebration of the year, “SHOCK THE WORLD” in Bali on the 2nd of 2023.
Fans can join the celebration by tuning in to an exclusive performance by 88rising artists, Rich Brian, NIKI & Warren Hue. Registration opens on 2 December 2023, at 11:00 SGT, and access will be available from 4 December 2023, at 11:00 SGT.
Moreover, for their 40th Anniversary, G-SHOCK has created special SHOCK THE WORLD exclusives. Fans can stand a chance to win exclusives, such as the Rizzoli brand book, signed by Kikuo-Ibe, and more when they sign up for CASIO ID. From December 6, 2023, onwards, receive SHOCK THE WORLD exclusives with every purchase of selected G-SHOCK watches.
The G-SHOCK 40th Anniversary celebrations are not just a reflection on the past but a testament to the brand’s enduring spirit of toughness, innovation, and resilience. As G-SHOCK continues to redefine ‘Toughness,’ the future promises even greater milestones.
