First designed by Kikuo Ibe for Casio and released in 1997, the watches steadily grew in popularity until 1998 when over 24 million G-Shock watches had been sold around the world. In the latest campaign from the brand dubbed “DO YOU KNOW WHAT TIME IT IS,” we get to see the evolution of the now iconic brand from Casio and its collaborations alongside storied streetwear label Stussy. By incorporating features from the early vintage G-Shock watches, such as its rugged durability, shock resistance, highly accurate stopwatch, countdown timer and water resistance, as well as new features available on more recent G-Shocks, such as atomic clock synchronization and tough solar function, Casio has elevated the timepiece to a new level of functionality that has made the G-Shock the choice among adventurers. Working closely with Stussy over the years, the watchmaker’s elements of quality and durability have been positioned alongside Stussy’s seasoned aesthetic, cultural relevance and prominence. Truly one of the first to create a history of collaborative efforts alongside Stussy, the comprehensive timeline of releases can be seen here.