Recent Reveal of Sapphire Crystal G-SHOCK Watch Reinforces Brand's Diversity in its Approach to Absolute Toughness.

DOVER, N.J., Dec. 13, 2017 - Today, Casio G-SHOCK pauses to look back on the technological advancements in toughness the brand has pioneered and evolved over the years following the reveal of the first-ever sapphire crystal G-SHOCK watch prototype at the brand's historic 35th anniversary kick-off celebration last month. The crystal prototype fuses the most fragile material with G-SHOCK's hallmark absolute toughness, showcasing the latest innovation in a legacy of diversity.

The Toughest Watch Makes Its Debut (1983)

Fondly referred to as the Father of G-SHOCK, Mr. Kikuo Ibe, built more than 200 prototypes over two years before developing the very first unbreakable watch in 1983. His creation represented the birth of the "tough watch" category, and was thus dubbed G-SHOCK to represent its ability to withstand gravitational shocks. Mr. Ibe's invention, featuring the now iconic square shape, lead the charge for the unbreakable toughness the brand would become known for in the years to follow. At G-SHOCK's anniversary celebration last month, Mr. Ibe sported a similar timepiece, demonstrating the timelessness and everlasting toughness of G-SHOCK watches.

Development Of Key Functionality Features (1980s – 1990s)

Throughout the 1980s, G-SHOCK developers focused on introducing new features that validated the band's absolute toughness moniker. Key capabilities of low temperature resistance and mud resistance, as well as an analog movement, were all available on the market towards the end of the decade.

In the following years, further developments were introduced to the timepieces that remain relevant through today. Of note was ISO certified 200 meter water resistance, an energy efficient Tough Solar recharging system, which enables the watch to charge a secondary battery by sunlight or ambient light to allow for stable operation of various energy consuming functions, and the first EL Backlight, for easy readability in the dark. The brand's first temperature sensor soon led to the launch of a twin sensor, which included both a digital compass and thermometer found in many models to this day.

In addition, the 1990s also brought the release of the first, full-metal body, specifically designed to be slim enough to fit under a professional dress shirt, while still maintaining an elevated aesthetic with the classic protective case.

Connected Fashion With The Turn Of The Century (2000 – Today)

At the start of the century, the brand continued to push boundaries in the tough watch market, introducing its very first radio-controlled watch to receive calibration signals for the most precise timekeeping – a development that was soon featured in timepieces alongside tough solar power and metal analog introductions.

In 2005, the brand announced their success in developing multi-band atomic capabilities, allowing G-SHOCK timepieces to receive radio controlled time calibration signals from up to six global transmission stations worldwide via their wave ceptor technology, ensuring the most accurate timekeeping on the market. New functionality continued to follow, including an exceptionally tough structure named Triple G-Resist, which can withstand the most intense shocks, centrifugal force and vibrations.

Today, G-SHOCK offers a wide breadth of Smart Access and Bluetooth ® connected watches that span across their celebrated Master of G, G-STEEL and premier MR-G lines, ensuring the brand is at the forefront of ultimate timekeeping and toughness within the industry. In line with the founder's guiding belief to "never, ever give up," Mr. Kikuo Ibe has overseen the development of a solid gold G-SHOCK prototype, as well as the first-ever all sapphire crystal timepiece revealed at the brand's 35th anniversary celebration last month. This latest aspirational prototype watch represents G-SHOCK's ability to continue to shock the world, by creating the toughest, most diversified watch in the world.

About G-SHOCK

CASIO's shock-resistant G-SHOCK watch is synonymous with toughness, born from the developer Mr. Ibe's dream of 'creating a watch that never breaks'. Over 200 handmade samples were created and tested to destruction until finally in 1983 the first, now iconic G-SHOCK hit the streets of Japan and began to establish itself as 'the toughest watch of all time'. Each watch encompasses the 7 elements; electric shock resistance, gravity resistance, low temperature resistance, vibration resistance, water resistance, shock resistance and toughness. The watch is packed with Casio innovations and technologies to prevent it from suffering direct shock; this includes internal components protected with urethane and suspended timekeeping modules inside the watch structure. Since its launch, G-SHOCK has continued to evolve, continuing to support on Mr. Ibe's mantra "never, never give up." www.gshock.com

About Casio America, Inc.

Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world's leading manufacturers of consumer electronics and business equipment solutions. Established in 1957, Casio America, Inc. markets calculators, keyboards, mobile presentation devices, disc title and label printers, watches, cash registers and other consumer electronic products. Casio has strived to realize its corporate creed of "creativity and contribution" through the introduction of innovative and imaginative products. For more information, visit www.casiousa.com.