Behind the HYPE: How G-SHOCK Infiltrated America’s Mainstream and Influential Subcultures

G-SHOCK is a hot topic on various online forums dedicated to watch collecting. For many, the brand conjures nostalgic memories, as recent converts dabbled with purchasing their first affordable, quality watch intended for everyday wear. The watch of the working class, G-SHOCK timepieces are built with strength and longevity in mind. However rugged, unbreakable and tough, the Japanese label refrains from treating aesthetics as an afterthought. G-SHOCK’s pioneering leaps into glass technology, metalwork and incremental improvements with its proprietary shock-resistant build have solidified the brand’s prestige as a go-to durable, no-hassle watch that stands the test of time. In the latest episode of Behind the HYPE, Hypebeast celebrates the people’s watchmaker and unpacks influential subcultures the label has graced in fashion and cinema and the many celebrity wrists that have donned the iconic, chunky silhouette on the silver screen and beyond. 

The extreme evolution G-SHOCK has undergone to remain timely and practical in the digital era is an impressive feat. By evoking the colorful, electric magnetism of Casio’s Tokyo presence, the label introduces some of the boldest, futuristic models available in contemporary fashion and shows no signs of slowing down. Exciting cross-over collaborations with established lifestyle and streetwear brands like CLOT, Jordan Brand and Stussy have catapulted the label into America’s mainstream. Rising brands like NEIGHBORHOOD, Krink, Stash, and STAPLE have introduced elements of street art and graffiti to the label’s rugged facade. 

Casio’s head of watch design, Kikuo Ibe, ushered in the brand’s “triple 10” criteria: 10-meter drop resistance, the ability to withstand 10 atmospheres of water pressure and 10-year battery life. After 200 unsuccessful prototypes, Ibe discovered that suspending the watch’s module in the center of the case provided unprecedented protection while maintaining a sleek, compact design. This defining feature — coined Carbon Core Guard — introduced what is known as G-SHOCK’s five-level shock absorption, a distinguishing hallmark of the brand’s ultra-tough build, further establishing the brand as an authority on workwear accessories.

To celebrate its 35th anniversary, G-SHOCK tapped designer and music producer NIGO to help ideate and create the neon NIGO® × K. IBE Special Collaboration Models, including vibrant neon watches DW-5635-9 and DW-6935-4, both sold through a raffle. The collection reached younger audiences and merged Japanese street style with pop-inspired accents. Speaking of celebrity cosigns, G-SHOCK boasts an impressive A-list following, dressing the wrists of BTS members to Eminem, G-Dragon, A$AP Ferg, Rihanna, Kid Cudi, Lady Gaga and many more. In the early ’90s, G-SHOCK cemented its status as a globally recognized brand, making its Hollywood debut when a young Keanu Reeves wore the G-SHOCK DW-5600C-1V in the campy, popcorn thriller Speed. Additionally, Tom Cruise donned the Casio DW290-1V in the first Mission: Impossible film released in 1996. Recent cameos in American Sniper saw Bradley Cooper sporting the G-Shock DW-6600-1V and Chris Pratt wearing the GA-700-1B in the blockbuster smash Jurassic World: Fallen Kingdom. 

Considering G-SHOCK’s prolific presence in fashion and music spaces, watch collectors are never short of coveted and limited-edition drops. On average, the brand releases more than 100 units annually, with more than 100 million styles sold worldwide. In 2019, G-SHOCK made headway after releasing the GA-2100, equipped with a uniquely-designed analog-digital display referencing the cult classic DW-5000C series. Recently, G-SHOCK announced its full metal GM-B2100, highlighting the model’s innovative Tough Solar technology, built-in Bluetooth functionality and paired capabilities with G-SHOCK’s Connected app, which offers customizable specs and a nifty phone finder feature. 

For a deeper dive into G-SHOCK, watch the video above to learn more about the label’s impact on fashion and pop culture. For a closer look at the aforementioned watches, head over to G-SHOCK’s website, and read more about the brand’s latest ranges here.