A new coffee table book celebrates ‘40 years of toughness’
Is there another watch brand as universally liked as G-Shock? As Ariel Adams writes in a new book that gives 'The Toughest Watch of All Time' the 256-page, hard-backed, slip-case treatment, marking its 40th birthday: ‘Ask almost anyone and they will have a story about a G-Shock in their life. Maybe it was an early watch given to them as a child. Maybe they relied on a G-Shock for an adventure or sports. For many people, a G-Shock simply represented the ultimate in convenience….
Over the next few years, it developed systems to negate replacing batteries, adjusting the time and accounting for changes in time zones, as well as doubling-down on the G-Shock’s abilities to survive cold, heat, shock, water immersion, being crushed by vehicles, etc.Sales took off through the 1990s, and by 1998 Casio had released more than 200 different G-Shock models, with worldwide sales said to stand at 19 million units.
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