G-SHOCK

Taking Toughness to the Limit

G-SHOCK, the watch that brought the new concept of toughness to the timepiece.

It began with a reckless challenge to the
conventional wisdom of the day, a developer’s belief that it was possible to
construct a watch that wouldn’t break, even if dropped. Project Team Tough was
formed to build it in 1981.The team created over 200 prototypes one after
another over a period of about two years. They finally arrived at a
shock-resistant structure. This marked the birth of a technology that is tough
to the core.

ICONS ARE BUILT OVER TIME

From Shepherd’s Bush to the world stage, two things have stayed consistent:

Central Cee’s relentless pursuit of greatness. And the brand on his wrist.

Time moves forward, but legacies endure. 

The future belongs to those who are #BuiltDifferent.