[귣 ť] G-SHOCK
About the Issue Welcome to the 77th issue of B. Sometimes we think about the
potential life span of a certain object. There are, of course, differences
between people, but for me, the wristwatch is something that tells many stories
about vitality. Made in a variety of materials and shapes, wristwatches seem to
have proven more value when they stay longer on a persons wrist. As
decades-old wines and whisky are highly appreciated, wristwatches are valued
for their unchanging shapes and mechanisms despite the passage of time. Owing
to this, a luxury mechanical wristwatch holds even more significant symbolic
meaning. In an era when time can be checked everywhere on electronic devices
like smartphones and laptops, the survival of the analog accessories is even
more markedly profound. And think about this: the advent of smartwatches was
predicted to ruthlessly bring down the existing wristwatch industry, but so
far, many consider the effect to have been a positive one. The smartwatch
itself demonstrated to younger generations that the most useful and cost
effective item they own is right on their wrist. G-Shock, the brand featured in this
issue, is a wristwatch brand that was born in Japan in 1983 and survived until
today. But its not just a survivor—its a timepiece thats caused a sensation
and left its mark on the history of wristwatches. Except for luxury watches,
G-Shock is quite possibly the only brand that can be recognized quickly at a
glance. Undeniably distinctive, G-Shock is unique and original in many aspects.
The originality of G-Shock results from a keen focus on functions, and its
technical superiority is highlighted across design, marketing, branding, and
business strategy. A watch that will not break. A watch that can withstand a
10-meter free fall. The creation of a product that can be represented so
succinctly in a single phrase is an incredible feat, and this feat has won many
fans over. A product whose essence and
properties can be summarized in one line is most likely to be remembered by
people for a long time. When it is easier to explain and understand a product,
word of mouth picks up speed, and the brand quickly becomes the talk of the
town. The essence of G-Shocks story is nothing short of toughness, and this
simple message incites curiosity as if it were a myth. Thanks to the simplicity
of its message, the originality of G-Shock remains intact even when it is mixed
with any color or material. Even a total customization wouldnt put a damper on
the G-Shock spirit. And this is precisely the reason why G-Shock has a
considerable number of fans for a wristwatch brand. It does not fall into
either subcategory of digital or practical, and it has really become a genre
that stands on its own. And this means that it has the power to set the rules
of the game. KikuoIbe, who entered Casio as an engineer tocreate G-Shock, once
talked about that freedom.You can treat a G-Shock however you want. At this moment, we wonder if
G-Shocks originality is inherent—was it already there at the moment of its
birth? According to our observation, the answer to the question is more likely
a no. G-Shock employees say that they have continuously reiterated the
essence of the brand and conducted hours of repetitive experiments. In short,
they have waited together for G-Shock to become an irreplaceable, inimitable
timepiece. A long wait requires as much courage as the invention of a product,
which usually starts from ground zero. As we encounter fewer products that
contain this kind of courage, brands like G-Shock impart an even more valuable
experience on people. It is our hope to continue to deliver
more stories about products made by courageous people who go against the grain
and resist conventional tried-and-true solutions. Eunsung Park Content & Editorial Director
[ó] ŰB () Magazine B, Ű
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