Teddy Baldassarre
Casio G-Shock History & Buyer's Guide
Since its landmark release in 1983, the Casio G-Shock has represented perhaps the watch world’s purest expression of high technology blended with trendsetting style. With more than 40 years on the market, the original “world’s toughest watch” today can claim its own hardcore cadre of fans and collectors; its diverse collection spans digital, analog, and ana-digi models, boasts levels of cutting-edge technology that few watch brands can equal, and still offers timepieces at prices accessible to just about everyone. Here is the story of how the G-Shock began, how it rose from humble beginnings to become a pop cultural institution, and why it's now a model that many serious watch collectors have begun to embrace. Foundations of Casio Like many successful businesses, the Casio Computer Company, based in Shibuya, Japan, traces its origins to a resourceful innovator and a niche product that met a heretofore unfilled consumer demand. Originally founded as Kashio Seisakujo in 1946, by a technical engineer named Tadao Kashio (pictured above with his younger brothers, and fellow founders, Toshio, Kazuo, and Yukio), the company’s breakthrough product was the yubiwa pipe, a finger-mounted, ring-shaped cigarette holder that allowed a smoker (of which there were many in Japan) to smoke the cigarette down to its nib without burning one’s fingers. In postwar Japan, cigarettes were a valuable commodity not to be wasted, or to be disposed of before consuming their entirety, ...
