Casio’s G-Shock Expertly Riding Wave of Nostalgia

G-Shock’s journey started in 1981, a few years ahead of mine – I was born in 1985. In that regard, it could be said that we grew up together – a ton of us did. The brand, and their durable products, are a part of multiple generation’s core memories. Before the seemingly indestructible Nokia “brick” phones, there was G-Shock. Just as likely to be worn by a skater as a Navy Seal, they’ve always been known for staying operational when other timepieces might not. If you haven’t been paying attention recently, Casio seems to have realized that we haven’t gone anywhere. What used to be highly practical, inherently bulky and often void of anything resembling fashion, G-Shock has evolved to meet to the times…and all of us who are now adults looking for something strong and aesthetically pleasing.

The Sand Land Series releases on July 27th, the watches make me think of the Staple X Fossil collaboration that recently dropped to the general public. I don’t know if it is the materials or the colors, but there is something familiar – in a good way, and it is neat to see all these artists experimenting with an always changing palate of ingredients.

According to Casio, “the mixed-color molded bezels and bands of the Sand Land series are created by mixing resins of different colors, finished with a unique texture to resemble sands and soils from all around the globe. All of the models of this series are designed to go well with street fashions and other casual styles.”

Another recent project that grabbed my attention was the collaboration with San Francisco’s HUF. “We’re honored to continue our longstanding partnership with HUF with the release of this very special anniversary model. Known as a leader in streetwear and fashion, HUF fuses craftsmanship, design, and functionality into each creation. The latest design perfectly pairs the classic Californian skate culture that HUF was founded on with the signature durability that G-SHOCK is known for, creating a stand out timepiece that celebrates the best of both brands,” said¬†Tadashi Shibuya, Vice President of Casio’s Timepiece Division.

Digital Glitch is also a series that pushes against how we imagine a timepiece is constructed. The actual glitch effect is the result of combining a polarized ink print, multi-angle printing (MAP), and semitransparent materials to create designs that evoke digital glitch computer display effects. According to Casio, the polarized inks give various facial expressions from different angles.

There are plenty of metal G-Shocks being released as well, for those looking for something more traditional with metal bands, these are just the ones that really jumped out after over a decade without seeing a G-Shock. With all the new materials being used and all the experimentation being done, I’m definitely going to be keeping a keener eye on Casio/G-Shock. Beyond just being impressed by the evolution of the 40 year old brand’s designs, what strikes me most is their ability to remain relevant in a marketplace that offers more competition than ever.