In honour of its remarkable 40th anniversary, G-SHOCK launched a series of captivating campaigns that left a lasting impact on audiences worldwide. Among them was the awe-inspiring “Tough” campaign, which delved deep into the essence of toughness from an individual perspective. This thought-provoking initiative challenged societal norms and redefined the concept of resilience.
To further amplify its influence, G-SHOCK embarked on the “Rooted in Toughness” Southeast Asia Pop-Up Tour in collaboration with the esteemed 88rising. This exhilarating journey took the brand to vibrant destinations such as Singapore, Malaysia, the Philippines, Thailand, and Indonesia, captivating the hearts of enthusiasts in these regions. One of the most poignant moments of this milestone celebration was the “Dear Younger Me” campaign. G-SHOCK’s visionary founder, Kikuo Ibe, shared a powerful message of perseverance and unwavering resolve, inspiring generations to conquer adversity and embrace their inner strength.
In addition to these exciting campaigns, G-SHOCK unveiled groundbreaking new models that elevated the brand's innovation to unprecedented heights. One of them is the special G-SHOCK x Rich Brian collaboration watch GA-2100RB-3A, which features bold seafoam green tone colour with salmon pink accents and a case-back with the Indonesian music maestro’s signature. The watch will launch on Dec 15 online and in-stores.
The other two references are GCW-B5000UN, a trailblazing carbon edition watch, which showcases G-SHOCK’s commitment to pushing boundaries and embracing cutting-edge materials; and the exclusive G-D001, an exquisite 18K gold model crafted with the assistance of AI, which demonstrates the perfect fusion of artistry and technological prowess.
Following an insightful panel discussion by the G-SHOCK team of experts and Kikuo Ibe himself, the event at the prestigious Potato Head Bali unfolded with guests spotted snapping away with the Instagrammable settings.
The atmosphere was electric, fuelled by the exhilarating live performances of 88rising artists Warren Hue and NIKI. The celebration reached its crescendo as Jnaro, Dubwilll, and Equalwho x Today’s Renaissance unleashed foot-thumping beats. In case you don’t already know, Shock The World, a momentous gathering that takes place once every five years, pays tribute not only to G-SHOCK’s inspiring evolution but also to its iconic product lines that have remained steadfast in their commitment to durability and cutting-edge design.
This celebration was a testament to G-SHOCK’s unwavering dedication to pushing boundaries and inspiring individuals to embrace their inner strength. Here’s to 40 years of timeless toughness and groundbreaking innovation.
Calling all 88rising fans? Sign up for CASIO-ID member and watch NIKI and Warren Hue's full performances here. What's more, as a member, you will stand a chance to redeem the SHOCK THE WORLD Exclusive Kikuo Ibe Signed Rizzoli Book, G-SHOCK x 88rising Poncho or 40th Anniversary G-SHOCK Waterproof Pouch.
