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November 19th saw the Sydney event for the G-Shock ‘shock the world’ tour. G-Shock watches have been around for nearly 20 years, developed by the sensible house of Casio in order for people to be able to play sport and run over them in the car without fear of breakage. They have been born out of the need for something that is truly tough, and if you were around in 1983, these were the serious business.
They have had an interesting ride in terms of their branding though. There seemed to be a bit of heyday in the mid 90’s where everyone from the Spice Girls to extreme sports stars were getting into having their own watch. So, the fine manufacturers at Casio have seen that they are due for a proper resurgence – which brings us to the main event.
Jonothan Pease (Adman, Style Director on Australia’s next Top Model) was not only the host for the evening, but is also one of the many Australian brand ambassadors who designed their own G-Shock watch. Others in the brand ambassador stable include DJ M.A.F.I.A, Hoops DJ’s and former Australian DMC champion DJ Dexter, who are all clearly capable of bangin’ out the tunes (M.A.F.I.A was a standout on the night), but are perhaps less skilled in the accessory design front. To be honest, with the exception of DJ Dexter, the ‘design’ essentially put together by the local ambassadors seems to be mostly comprised of their name on the watchband in a chosen colour palette. Hmmm. The offering from NYC professional skateboarder Todd Jordan is definitely a step above – white LCD on black, silver detailing, subtle branding and based in the iconic G-Shock styling.
Not that I’m opposed to endorsement, but overall I think there are plenty of better offerings within the range. I like an accessory that can roll with the punches, and there are plenty of well thought through and stylish options for both men and women. Some of the highlights for me included the stainless steel and resin Baby-G watches, which manage to feel both 80’s retro and art deco at the same time. The fellas also have a wide range of uber-tough designs and colours, although I’m definitely swinging more towards the retro looks from the original designs. Check out the range at www.world.g-shock.com
One of the most endearing things about the brand is the inventor of G-Shock, the lovely and passionate Mr. Kikuo Ibe. He still works with Casio on a daily basis, and it is clear from presentation that he genuinely loves his work – even if his English is not the best, the enthusiasm he has for his products just radiates. So, with his lovely assistant holding up the target, he proceeded to throw the watches at force across the room – and they survived.
In another practical demonstration of the toughness of the watches, there was a large ice sculpture present at the event containing several pieces – then was chainsawed to pieces and the watches given to a lucky few. Good thing they can handle the cold and vibration then eh? By this time, the drinks were definitely flowing, the DJ’s spinning, and anyone lucky enough to get their hands on a watch was fighting off the not so lucky. Evidently, the watches (if not the owners) could handle it.
Article by Carolyn Miller
Nov 20th 2009
