Few wristwatches in history have ever had to endure strength tests the way G-Shock has, but when a watch is designed to withstand most forms of external stress, the world is bound to evaluate this claim. And that was exactly where Kikuo Ibe, the mind behind the brand’s renowned technology, found himself: at the mercy of a bus that was about to run over his watch.
Ibe was in Australia at the time, and an online channel thought it would be a good idea to road test a G-Shock by having it run over by a bus as they recorded. It went through without a hitch, but Ibe was later on reminded of how he felt in the moment.
“I saw myself [on video] full of fear, so afraid the whole time we were recording. Thank goodness, the watch was fine,” Ibe recalls. “But please don’t make me do that today.”
G-Shock’s story dates back to the ‘80s, when Ibe worked as an engineer at Casio. He formed a team that would create a timepiece that could withstand gravitational shock. This was after passing by a construction site that he’d see on his way to the Casio building. Ibe imagined that a wristwatch would easily break from the vibrations and movements from construction work.
Since then the watch brand has been synonymous with strength and durability, making it the watch of choice for many athletes, military personnel, and even astronauts. At this point, the renowned watch brand has little to prove by way of durability. People have featured various G-Shock models in their own stress tests, from dropping it from a helicopter, freezing it in an ice block, to dropping it in a 200m depth underwater.
‘ ’49’: ‘image’: ‘jcr:05252614-f349-4fbd-a2c5-42997ec39300’ ‘imageCaption’: ‘Kikuo Ibe is the mind behind G-Shock’s renowned technology.
At the same time, it’s a watch brand that collectors hold in high esteem, with its function-forward design and accessible price point. Ibe says that the creation of the more expensive MR-G line is their foray into the luxury space while featuring the same G-Shock technology that they’ve been known for. G-Shocks can go for ₱6,000 to ₱35,000, while the MR-G line, which just launched in the Philippines, can go up to six figures.
Despite inventing a watch with such broad appeal, Ibe himself is known for only rotating among three different colors of his pilot model. Ibe didn’t seek out to make a watch that would inspire desire, but a watch that followed movement. What really interests him, it seems, is figuring out a way to help solve needs through craftsmanship. Regardless of function, design, and price, a G-Shock watch is expected to deliver a solid promise. In creating a timepiece for a specific market, Ibe inadvertently invented something for everybody.
During his recent visit to Manila, the father of G-Shock spent a minute with CNN Philippines Life to discuss the evolving yet enduring appeal of his creation. In conversation with Ibe, we discover that more than being a beloved watch, G-Shock is the story of an inventive spirit, and how the practice of curiosity and determination were key to making the toughest watch in the world.
How do you decide on which of your watches to wear for a certain day? Is it more influenced by style or function?
I own three wristwatches, three G-Shocks. I have a black, white, and a red one. I don’t own any other wristwatches. I just choose between the three depending on how I feel. Now in the Philippines, since it’s summer all year long, I chose to wear the white one. So that’s how I enjoy choosing. That’s the simple way I choose. Sorry… What is your watch?
Oh, I’m sorry. It’s not a G-Shock!
I’m just curious, that’s an Apple Watch, right? What do you like about it? (Laughs.) It’s like I’m interviewing. Sorry. Sorry.
(Laughs) I’m so sorry, I was supposed to remove it. But the reason I wear it all the time is because it tracks my personal data. And I like using it for sports.
Do you have times when, depending on how you feel, you don’t want to wear the Apple Watch, or maybe wear something else?
I have a visible watch tan now, so I just wear it all the time.
Thank you. I also think that the Apple Watch is a great watch.
Regarding the popularity of smartwatches now, how is the company keeping up with these technological innovations?
Compared to many other collectible watches out there, G-Shock is more accessible price-wise. And yet it’s highly regarded by watch enthusiasts. Why do you think that is so?
At this price point, what are these users looking for in a G-Shock watch?
I’m amused with your question. (Laughs) For the market that this is hoping to touch would be those who really respect and recognize the Swiss watches — their history, their tradition, in maintaining what they are. Having said that, I want them to also check out our watches, which are a little bit different. The MR-G actually uses the latest technology, unlike the traditional technology that Swiss watches use. But I hope that they can also appreciate that our watches actually, although traditional, have evolved. It went through a process of evolution to reach what it is now. So we’re hoping that those people who like Swiss types of watches will appreciate our way of approaching watches.
Is it a mix of Swiss watchmaking and G-Shock technology? Are there elements of Swiss watchmaking in the MR-G?
The technology is purely Casio technology. I have a question… sorry. I appreciate the question you asked. Why did you ask me that question [about Swiss watch collectors and G-Shock]? Where did the idea come from? (Laughs) Sorry.
I just noticed from my research that many watch collectors acknowledge that G-Shock is on the more affordable end of watches, and yet many of them consider the brand with esteem.
Just to share, because in Japan, there are high-end Swiss watch shops, and they put the MR-G right beside it. People come in to appreciate the Swiss watches, and then they have a tendency to look at the one next to it. When they see and understand the G-Shock MR-G, they appreciate what it has and what the Swiss watch does not have. What happens is, they buy the Swiss watch, but they also buy the MR-G. Actually in Japan, there are MR-G collectors, but the problem is they’re already asking for the newer version of the MR-G. It’s a good problem to have, and I’m hoping that it will be the same in the Philippines.
You made what is considered the toughest watch in the world, but you went through 200 prototypes before the DW-5000C came to be. The idea of failure, especially in the creation of something new can be daunting. How did you become comfortable with that process?
The reason why despite all the failures I’ve faced, I can still go on and move forward… and I did analyze myself on what I was thinking. This is the thing, in my mind, I told myself that if this succeeds, and this is going to materialize, it’s going to be useful to these groups of people. I already had a very clear determination to be of help to somebody. The main people I thought of were the construction workers at the time, who needed a tough watch to be used at work. Having that very clear determination really pushed me forward. So failing or not, knowing that is what I’m going to end up making, was something that helped me move forward. But every time I failed or made a mistake, I would be alone at night, crying. (Laughs).
What would you tell somebody who’s become aware of a problem that they’d like to solve?
We have to all remember that problems or challenges, they really exist and they will always follow you. That’s why when you’re trying to create or invent, you have to think, “What’s going to happen when I make this thing I’m thinking of? Is it useful to somebody? Is it contributing to society?” Because if you always remember how much [the creation] will be useful to other people, you’ll be able to overcome these problems. What you have to be careful with is when creation is the goal and not [utility], then when you’re done creating it, then you only end up satisfying yourself.
