August 2, 201
Globally, Casio is celebrating the 35th anniversary of G-SHOCK brand that was first introduced in Japan back in 1983 and since then relentlessly delivered real toughness to G-Shock enthusiasts around the world.
The development of G-SHOCK began in 1981 with an engineer’s passion to create a rugged watch that would not break even if dropped. Two years and over 200 prototypes later, the first G-SHOCK model, the DW-5000C, featuring an all-new shock-resistant construction, was released in April 1983. It overturned the accepted notion that wrist-watches were inherently fragile and susceptible to shocks, paving the way for a new product category called the “tough watch.”
In commemoration, Casio Middle East has kicked-off with a long road-show style tour in the Middle East and North Africa (MENA) covering major Arab countries starting from the UAE as a kick-off market. The tour took second stop in ‘Jordan’ and our third stop is Lebanon to highlight the ‘’real toughness’’ of shock-resistant timepieces to all young Arabs, and to G-Shock fans and enthusiasts. Today, G-SHOCK has earned the privilege of being worn by those who are not willing to accept limits.
Top executives from Casio Middle East and Casio Japan, led by Managing Director Koji Naka, graced the 35th anniversary celebration held in Lebanon, Beirut at “B018” on August 2nd, 2018 alongside media, influencers and artists.
The event was a success celebrating the 35th anniversary of G-Shock and highlighting through different activities the important features of this shock-resistant watch where all the celebrities, artists and influencers were present and took part in these activities.
In addition, Famous Lebanese figures, offered their own designs and style by customizing a Limited G-Shock Edition under each of their names such as DJ Rodge, Water Ski Champion Silvio Chiha, and Graffiti artist Hady Beydoun.
DJ Rodge, driven by an undying passion for music, launched his own radio station “Mix-FM” in 1996 and ever since helped shape the musical landscape of Lebanon by creating outstanding tracks. His customized watch (GA-710) has been inspired by 80’s music.
Silvio Chiha, the young Lebanese athlete who is a national and Asian water ski champion, always carried the Lebanese flag and promoted Lebanon’s image abroad. The customized watch (Range Man GW-9400) is inspired by Lebanon map as Silvio is pursuing a tour across Lebanon.
Hady Beydoun, a Lebanese painter, sculptor and tattoo artist. His goal is to illustrate philosophy by giving form and colour to abstract ideas. Hady believes that art is best shared when performed live. The designed watch (GA-710) is inspired by a mix of colours that illustrates the philosophy behind life.
Timepiece Sr. Product Marketing Manager, Mohammed Deiki and Timepiece Deputy General Manager Mahmoud Jabsheh also joined Naka as two distinguished speakers who emphasized the evolution of the brand over the years and its legacy during the event.
Naka said, “Casio is all geared up for its MENA celebration, which will be highlighted by tours from our team to throw the spotlight on G-SHOCK’s shock-resistant structure based on the ‘real toughness’ concept and how this suits the fast-paced and dynamic lifestyle of many young Arabs today. This roadshow aims to drive up awareness on why G-SHOCK has maintained industry leadership over the last three decades and a half—showcasing how each timepiece is packed with Casio innovations and technologies, the iconic timepiece consists of fundamental elements that the MENA region will find highly functional and essential.”
The shock-resistant G-SHOCK watch enjoys a wide and loyal following in Lebanon and different parts of the globe and the number is growing steadily mainly thanks to its absolute toughness and innovative features.