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11 5:56:51 AM
 It all started here, a structural development drawing
and list of components prepared by G-SHOCK
engineer, Kikuo Ibe, for the first G-SHOCK model
DW5000C

A cross-section of
the first G-SHOCK model,
DW5000C.

G-SHOCK 30th ANNIVERSARY

It all began with the shock of experiencing firsthand the common knowledge that
watches break when dropped. From this experience, emerged an unprecedented
development theme: To create a watch that doesnt break, even when dropped. This
marked the first step in G-SHOCKs first 30 years of evolution.
In pursuit of absolute toughness, and in search of a future that lies beyond toughness,
G-SHOCK continues to evolve.

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 CONTENTS
056 LOUIE VITO

058 EMINEM

SPECIAL COLLABORATIONS
060 G-SHOCK MEN !!

006 G-SHOCK's timeline TEAM G-SHOCK

062 TEAM G-SHOCK

012 ABSOLUTE TOUGHNESS 063 SKATEBOARD PEDRO BARROS G-SHOCK's timeline

EPILOGUE
014 EVOLUTION OF G-SHOCK / STRUCTURE 064 SKATEBOARD STEVIE WILLIAMS

016 EVOLUTION OF G-SHOCK / MATERIAL&DESIGN 065 BMX NIGEL SYLVESTER

017 EVOLUTION OF G-SHOCK / FUNCTION 066 BMX YOHEI UCHINO

NEW PRODUCTS
067 SURF YADIN NICOL

018 NEW PRODUCTS 068 SURF JOEL CENTEIO / GAVE KLING

020 MTGS1000D [MT-G] 069 SNOWBOARD LOUIE VITO

024 GW9400 [RANGEMAN] 070 SNOWBOARD KAZU KOKUBO

028 GDX6900FB [X-LARGE 6900] 071 FIREFIGHTER MIKE HERNANDEZ

032 GBX6900 [Bluetooth G-SHOCK]

034 GWA1100 [G-AVIATION] 072 ABSOLUTE TOUGHNESS CIRCLING THE GLOBE

036 GA100MC [MILITARY CLOTH] 074 NEW YORK

038 DW6900SC 080 LONDON

G-SHOCK MEN !!
040 G8900SC 086 BERLIN
EVOLUTION OF G-SHOCK
042 GA100C 088 PARIS
ABSOLUTE TOUGHNESS CIRCLING THE GLOBE
044 GLS8900 [G-LIDE] 094 MILAN
THE G-SHOCK ENGINEER STORY
046 GF8230E [30th Anniversary Model-Lightning Yellow] 098 LOS ANGELES

100 TOKYO

048 SPECIAL COLLABORATIONS

050 UNDEFEATED 110 THE G-SHOCK ENGINEER STORY

Kikuo Ibe
052 MEDICOM TOY
Cross section of the first
054 New ERA 116 EPILOGUE G-SHOCK, DW5000C.

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p006 p007
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p008 p009
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p010 p011
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 ABSOLUTE
TOUGHNESS
10-year battery life, 10-bar water
resistance & 10-meter dropping
shock resistance in 1983, the shock-
resistant structure born of the Triple
10 development concept led to the
launch of the first G-SHOCK model
DW5000C, establishing a new
tough watch genre in the wristwatch
industry.
Since that time, G-SHOCK has
pursued continuous evolution in
countless directions while retaining its
p012
p012-017_CASIO NY BOOK_7.10_03.indd 1-2
basic structure.
The objectives of this pursuit have
remained unchanged: toughness that
withstands use under any condition,
and practicality that assures unfailing
operation in any environment.
This means doing everything possible
to realize the ultimate goal of absolute
toughness.
Today, 30 years after its birth, G-SHOCK
remains committed to this challenge.
p013
13.7.11 6:30:22 PM
 EVOLUTION OF G-SHOCK
STRUCTURE
1983
Hollow structure
Hollow case structure
A structure that lessens the force of
external shocks by supporting the
module at just a few points inside the
case.
Dispersed
Dispersed
Hollow structure
Key part protection
with cushioning material
Key parts inside the module
are individually protected with a
cushioning material to prevent errors
in operation or damage if the watch
receives a shock.
200-meter Water Resistance
A standard met by every G-SHOCK, this capability enables users to wear their
watch during water-related activities ranging from washing dishes or washing
the car to swimming, skin-diving and jet skiing.
p014
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SHOCK-RESISTANT STRUCTURE
The Origin of Toughness. The core technology underlying G-SHOCKs success, this unique
tough structure was born from the unprecedented idea of an "unbreakable watch." This
technology has been passed down to every G-SHOCK model for three decades.
Dropping
Shock Shock
All-directional guard structure
A protruding configuration adopted for
Shock Shock
Conventional concept the watch case and bezel provides
protection against shocks resulting
Dropping from drops from any direction. Direct
Dispersed
shocks to the buttons, glass and
case back are alleviated.
Dispersed
G-SHOCK concept
Cushioning material
Shock-resistant band formation
The sections where the band and the
case are joined are fixed in a curved
shape that enables the band itself to
act as a shock absorber, thus guarding
the back of the case from direct shocks.
Shock-resistant case and
bezel structures
The protruding case and bezel
structures shield the buttons and
glass from direct shocks, preventing
errors in operation due to drops.
With its appearance in 1983, G-SHOCKs tough, shock-resistant structure extended
the watchs sphere of use activities to the most severe conditions.
2012 TRIPLE G RESIST
A super-tough structure built to withstand three types of gravitational acceleration:
shocks, centrifugal gravity and vibrations.
Shock-resistant structure Centrifugal gravity-resistant structure Vibration-resistant structure
2013 CORE GUARD STRUCTURE
The new Core Guard Structure maintains the watchs external shape
without placing stress on the case
Vibration-resistant structure
with rotating washers to prevent
screws from loosening
-GEL
Urethane Pipe
(sideways shock resistance)
Pipe Case back screw
The central portion of the watch is sandwiched between upper and lower
metal frames and secured with shared tension screws cushioned w ith
-GEL.* Since the upper surface of the bezel is pushed downward by
shocks as the -GEL* absorbs them, the shape of the watch is retained
without placing stress on the case.
* A soft gel material with silicone as its main component and featuring superior shock-absorption capabilities.
* -GEL is a registered trademark of Taica Corporation in Japan, the United States and other countries.
p015
13.7.11 5:31:55 AM
 EVOLUTION OF G-SHOCK EVOLUTION OF G-SHOCK

MATERIALS & DESIGN

Adopting new materials and an original design that
FUNCTIONS
Functions continue to evolve to meet the needs of users anywhere under any conditions.
grew inevitably from the pursuit of absolute toughness.
1997
TWIN SENSOR
1983 DW9100BJ

URETHANE RESIN
DW5000C
1998
Urethane resin was employed for the case and SOLAR POWER
band. As time went by, the scope of the design DW9300J
expanded dramatically, as multiple colors and Equipped with a solar panel and rechargeable
transparent materials as well as new shapes were battery, the Tough Solar power system converts
adopted. even weak light into ample electric power to assure
Release of the first G-SHOCK model employing transparent resin
reliable operation of various functions.
(DW6900K)

2000
1996
ATOMIC TIMEKEEPING
FULL-METAL CASE G-SHOCK GW100
MRG100 G-SHOCK is equipped with a radio wave reception
function that assures accurate timekeeping by
1999 receiving radio waves carrying standard time and date.

METAL + RESIN 2002 2012

GC2000
SOLAR POWER & SMART ACCESS
ATOMIC TIMEKEEPING GWA1000
2009 GW300J

BIG CASE
G7900
2013
2013 TRIPLE SENSOR
GW9400
Three tiny built-in magnetic, atmospheric pressure and
LAYERED COMPOSITE BAND temperature sensors accurately measure direction,
atmospheric pressure/temperature and altitude.
INTEGRATING METAL AND RESIN
MTGS1000D 2ND-GENERATION MODEL WITH
This new band combines high-rigidity, high-durability BLUETOOTH v4.0 ( Bluetooth low energy technology )
metal with lightweight, low thermal-conductance
resin. The result is excellent wearing comfort,
COMPATIBILITY
GBX6900B/GB6900B
strength, and functionality. * Bluetooth is a registered trademark or trademark of Bluetooth SIG, Inc.

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p017
13.7.11 5:32:18 AM
 NEW PRODUCTS

p018 p019
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 MT-G
MTGS1000D
A PREMIUM G-SHOCK, BORN IN PURSUIT OF ABSOLUTE TOUGHNESS
AND SOPHISTICATION.

p020 p021
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 MT-G
MTGS1000D
Metal & Resin + TRIPLE G RESIST + Core Guard Structure
G-SHOCK announces the debut of a tough watch that looks just as great on
formal occasions as... This high-end hybrid is produced in persistent pursuit
of the dual advantages of high-rigidity metal and lightweight resin. TRIPLE G
RESIST toughness has been achieved by adopting the Core Guard Structure,
a structural innovation employing a metal frame to protect the watch.
[ TRIPLE G RESIST ] [ Core Guard Structure ] [ SMART ACCESS ]
[ Solar Power ] [ Multi-Band 6 Atomic Timekeeping ]

Vibration-resistant Case back with an Electronic crown switch Layer composite band
structure with rotating engraved TRIPLE G
washers to prevent RESIST mark
screws from loosening

p022 p023
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 MASTER OF G

RANGEMAN
GW9400
ONLY THE TRULY TOUGH SURVIVE.

p024 p025
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 MASTER OF G

RANGEMAN
GW9400
SHOCK RESISTANT + TRIPLE SENSOR
Designed to challenge the ultimate limits, this TRIPLE SENSOR model is
equipped to measure direction, atmospheric pressure/temperature
and altitude. Its built for use under the most punishing conditions.
[ TRIPLE SENSOR ]
[ Solar Power ] [ Multi-Band 6 Atomic Timekeeping ]

TRIPLE SENSOR

Direct Sensor Button Altimeter Digital Compass Barometer / Thermometer

p026 p027
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 X-LARGE 6900
GDX6900FB
G-SHOCK THATS TOUGHER THAN EVER!

p028 p029
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 X-LARGE 6900
GDX6900FB
AN X-LARGE 6900 series inheriting G-SHOCKs legendary toughness!
An oversized model joins the 6900 Series, a direct heir to G-SHOCKs tough watch DNA.
This X-LARGE G-SHOCK projects a powerful, tough image.

MILITARY STANDARD
MIL-STD-810, Environmental Engineering Considerations and Laboratory Tests is a United States
Military Standard that emphasizes tailoring an equipment's environmental design and test limits
to the conditions that it will experience throughout its service life, and establishing chamber test
methods that replicate the effects of environments on the equipment rather than imitating the
environments themselves.

-GEL* Vibration Salt fog Freeze Thaw

p030 p031
* A soft gel material with silicone as its main component and featuring superior shock-absorption capabilities.
* -GEL is a registered trademark of Taica Corporation in Japan, the United States and other countries.

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 Bluetooth G-SHOCK

GBX6900B
The Bluetooth G-SHOCKs Mobile Link function advances to a 2nd stage.
Mobile Link, a proud feature of the Bluetooth G-SHOCK,
is now more versatile than ever. An increase in the number of compatible
smartphone models has extended its appeal to many more smartphone users.
[ Incoming Call Alert ] [ Incoming Mail Alert ] [ SNS Alert ] [ Calendar Alert ]
[ Music Controller ] [ Phone Finder ] [ Time Adjustment ]
[ Link Loss Alert ] [ Auto Reconnection ]

* Bluetooth is a registered trademark or trademark of Bluetooth SIG, Inc.

p032 p033
* iPhone and App Store are trademarks or registered trademarks of Apple Inc. registered in the United States and other countries.
* Other company and product names used herein may also be trademarks or registered trademarks of others.

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 G-AVIATION
GWA1100
TRIPLE G RESIST + Compass
G-AVIATION now features a newly developed compass.
This versatile watchs functionality has been enhanced by the addition
of TRIPLE G RESIST toughness, Wide Face visibility
and intuitive SMART ACCESS operation.
[ Digital Compass ] [ TRIPLE G RESIST ] [ SMART ACCESS ] [ Solar Power ]
[ Multi-Band 6 Atomic Timekeeping ]

p034 p035
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 MILITARY CLOTH
GA100MC
Military styling gives these bands a bold look.
A band constructed of striped cloth with a
military pattern adds new appeal to the GA100.

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 DW6900SC
A G-SHOCK with spellbinding toughness.
This high-profile tough watch features bold coloring and a dial set off by a
metallic star pattern. The powerful design inspires elation in wearers without
compromising advanced functionality.

p038 p039
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 G8900SC
An individualistic G-SHOCK that makes a powerful impact on the street.
The high-impact design brings a high-brightness aluminum bezel and color
LCD to the Big Case 8900 series, a popular in the youth culture scene.

p040 p041
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 GA100C
Hands with strikingly vivid coloring ensure
a commanding presence.
A new model distinguished by vividly colored analog hands joins the GA100
Big Case analog/digital combination lineup. Highly practical functions include a
1/1000 second stopwatch and 48-city world time + UTC.

p042 p043
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 G-LIDE
GLS8900
A watch for athletes who pursue extreme sports in extreme cold.
Specs such as low-temperature resistance (-20 C)
and twin stopwatches (1/100-second stopwatch x 2) support hard use
in the most rigorous winter sports.

p044 p045
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 30th Anniversary Model - LIGHTNING YELLOW

MASTER OF G

FROGMAN
GF8230E
The Lightning Yellow color model, capping off G-SHOCKs 30th Anniversary Year!

p046 p047
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 Special
COLLABORATIONS
Watches that resonate within various spheres of contemporary culture,
G-SHOCK engages frontline artists and brands in collaboration projects.

p048 p049
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 SPECIAL COLLABORATIONS

UNDEFEATED
DW6901UD-3

Behind the design concept:

G-SHOCK
Since the beginning, UNDEFEATED,
Inc. has drawn inspiration from the
practicality of gear designed for use
by military personnel. We sought to
capture the essence of this gear in
our collaboration watchs design.
Collaborations generally focus on
color ways and logo placement, but
UNDEFEATED
we wanted to go a step further. Our
aims are highlighted by the watchs
durable band, inspired by a military
Zulu strap, and the orange illuminator
that provides just the right contrast to
the olive-colored case. The resulting
watch is both aesthetically pleasing
and highly functional.

UNDEFEATED
UNDEFEATED is not just a store or a brand. Its a philosophy. With its themes of victory
and virtue, Undefeated designs and develops apparel, accessories and coordinated
footwear. Since the brands inception in 2002, co-owners James Bond and Eddie Cruz
have established its street credibility and business ingenuity. Recognized for creativity and
individuality, Undefeated remains an unofficial voice of the next generation.

p050 p051
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 Behind the design concept:

G-SHOCK MEDICOM TOY

As part of the ongoing celebration
of G-SHOCKs 30th Anniversary,
MEDICOM TOY and G-SHOCK
teamed up to repeat last years highly
successful watch collaboration. This
years collaboration model employs
the BE@RBRIC original head case
form dressed in G-SHOCK Black.
The watchstrap displays stars,
the BE@RBRICK @ logo and a
unique floral design against a glossy
backdrop. The BE@RBRICK @
logo is also engraved on the dial
back. Since its launch in 2001, the
BE@RBRICK series has gained
a large and dedicated following
among fans and collectors of art
and designer toys.

MEDICOM TOY CORPORATION

Established in 1996 under the slogan Creating something what we want rather than product
development based on marketing, the company designs and produces various character
figures in a wide range of categories from movies, televisions, comics, video games and etc.
In 2001, the company announced the bear-shaped block type figure BE@RBRICK which
has collaborated with various artists, brands, companies and characters from around the
world. They have launched over thousands of items in the market and have gained fans from
around the word as art toy.

SPECIAL COLLABORATIONS

MEDICOM
DW5600MT-1
TOY

p052 p053
Designed by PSP BE@RBRICK TM & 2001-2013 MEDICOM TOY CORPORATION. All rights reserved.

p048-059_CASIO NY BOOK_0717.indd 52-53 13.7.17 11:02:54 AM

 SPECIAL COLLABORATIONS

NEW ERA
GA110NE-9A

Behind the design concept:

G-SHOCK NEW ERA

G-SHOCK teamed up with NEW ERA,
one of the most innovative makers in
the headgear and apparel industry,
in celebration of G-SHOCKs 30th
Anniversary this year. The resulting
collaboration model GA110NE-9A
embodies the essence of NEW ERAs
59 FIFTY cap series, a style icon
since the series 1954 debut that has
enjoyed enthusiastic fan support for
over half a century.
T h e w a t c h f e a t u r e s 5 9 F I F T Y s
emblematic black & gold color
way, with the NEW ERA flag logo
displayed on the band and, fittingly,
engraved on the case back. The
watch package also centerpieces
the 59FIFTY style. This painstaking
attention to detail exemplifies the
heritage and commitment of both the
brands that partnered in this special
collaboration.

NEW ERA
Established by Ehrhardt Koch in Buffalo, NY, in 1920, NEW ERA has made its name as a
maker of baseball caps. Today, every MLB team entrusts the company with manufacture of
its official caps, as do many top artists and apparel brands.

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 Behind the design concept:

G-SHOCK LOUIE VITO

Louie Vito, a 2010 Vancouver Winter
Olympic Games athlete and 2014
Sochi Winter Olympic Games hopeful,
solidifies his position on the G-SHOCK
team with his signature collaboration
model featuring G-SHOCKs new
Winter G-Lide model GLS8900. The
watch is specially equipped with a
low temperature-resistant LCD that
resists fade-out, making it a perfect
fit for Louie or any other winter
mountain sports enthusiast. Louies
collaboration model showcases his
preference for color-blocking with
blue, black and silver. His signature
LV logo is displayed on the watch
dial and band and engraved on the
case back.

LOUIE VITO
Raised in Bellefontaine, Ohio, Louie Vito has moved his base to snowboarding mecca Salt
Lake City, Utah. Louies many accomplishments on the U.S. snowboarding circuit include 4
X-Games medals and consecutive Dew Tour championships.

SPECIAL COLLABORATIONS

LOUIE
GLS8900LV-2
VITO

p056 p057
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 SPECIAL COLLABORATIONS

EMINEM
GDX6900MNM-1

Behind the design concept:

G-SHOCK EMINEM
To c e l e b r a t e G - S H O C K s 3 0 t h highlighted by a stealth-black IP
anniversary, EMINEM and G-SHOCK coating. Adorning the watch face is
have dropped the hammer with this EMINEMs trademark reverse E,
collaboration. Theye taken the all- which also appears on the band with
new X-LARGE GDX6900 and kept the Detroit skyline. On the lower band;
it real in a matte-black color way and engraved on the case back
with red accents and all metal parts is EMINEMs signature, Shady.

EMINEM
Born Marshall Bruce Mathers III but universally known by his stage name, EMINEM is a
monster creator. Hes active in virtually every segment of the entertainment industry
making music transcending the hip-hop genre, videos and movies while at the same time
heading up an apparel brand and a record label.

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 G-SHOCK MEN !!
GA110-1A
Constructed based on the Big Face model
with its 1/1000-second stopwatch and
magnetic resistance, this member of the
team obeys orders faithfully, much like a
living robot.
DW5600E-1
Styled based on the original G-SHOCK,
this model is the reliable commanding
officer of the entire G-SHOCK Men team.
AWG500J-1A
Modeled on the first analog/digital
combination G-SHOCK, this muscular
team member can be recognized by its
prominent "eyebrows" formed by red and
white hour and minute hands.
G5500-1
The development model for this fastest
runner among G-SHOCK Men was the
facsimile edition of the 1985 G-SHOCK
that first introduced mud resistance to the
brand.
p060
p060,072-116_CASIO NY BOOK_7.10_02.indd 1-2
GW9100-1
Developed based on GULFMAN
with its remarkable rust-
resistant structure, this model
is an operative assigned to the
MASTER OF G special fo rces
squad.
DW6900 (Born in the U.S.A.)
Developed based on the
DW6900, a long-lived model
first introduced in 1996, this
ace of the U.S. squad is clad
in a suit that projects an image
of the American flag, indicating
its commanding position on the
G-SHOCK Men team.
GXW56-1A
Not simply based on the GXW56
the biggest G-SHOCK to
date, known for its superior
ability to resist shocks from any
direction this largest, most
powerful of all the G-SHOCK
Men is actually the DW5600
clad in an exosuit.
GWF1000-1
Developed based on FROGMAN,
and featuring ISO standard-
compliant 200-meter scuba-diving
water resistance, this tough model
is a proud member of the MASTER
OF G special forces squad.
GW9200J-1
Developed based on RISEMAN, and
equipped with altitude, atmospheric
pressure and temperature measurement
functions as well as solar power, this model
serves as an operative on the MASTER OF
G special forces squad.
GA100-1A1
Styled based on the Big Face analog/digital
combination model, this tough member of
the G-SHOCK Men team is dedicated to
carrying out other members orders.
G001-9
Developed based on a G-SHOCK
sometimes referred to as the Jason
model, this tough team member appears
out of nowhere in times of crisis in the form
of an alter ego. Its mysterious character
leaves everyone wondering if its friend or
foe.
GW9010-1
Modeled on MUDMAN with its dust- and
mud-resistant construction, this tough
member of the MASTER OF G special
forces squad is prepared to do battle with
the grimiest elements.
p061
13.7.11 5:44:34 AM
 T E AM
G -SH O CK A crew of fearless athletes who dominate
TEAM G-SHOCK_SKATEBOARDING

the realm of toughness worldwide, TEAM G-SHOCK has

G-SHOCKs back as it grapples with toughness. PE D RO BARR OS

PEDRO BARROS
Born in the southern Brazilian state of Santa
Catarina, Pedro Barros grew up in the state capital,
Florianopolis, an Atlantic coastal city known as
a surfers paradise. His outstanding skills and
contributions to skateboarding as a professional
skateboarder have lifted him to No. 1 status in Brazil.
Pedros sponsors include G-SHOCK, VOLCOM, Red
Bull, Vans, Evoke, Indy, Drop Dead, Pocket Pistols
and Type S.

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p063 13.7.11 4:49:16 AM
 STEVIE WILLIAMS
One of the worlds most influential and admired
skateboarders, Stevie Williams started skateboarding
at the age of 11 in his hometown of Philadelphia,
Pennsylvania. Founder and co-owner of the Philly-
based DGK (Dirty Ghetto Kids) skateboard company,
he continues to ride for DGK while helping to guide
its management. Stevie has formed partnerships
with as many as 500 companies to date, including
Reebok and G-SHOCK.

TEAM G-SHOCK_BMX

N IG EL S YLV E STE R

TEAM G-SHOCK_SKATEBOARDING

S T EV IE WILLI AMS
NIGEL SYLVESTER
Street life has always been a vital part of life for
New York City native and current Queens resident
Nigel Sylvester. Nigel established his reputation with
astonishingly smooth execution of extremely difficult
tricks on streets in his own neighborhood and various
other venues around the city. His skills have attracted
such sponsors as Nike, Animal Bikes, Gatorade,
Dans Comp and G-SHOCK.

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p065 13.7.11 4:49:26 AM
 YOHEI UCHINO
Japans top BMX rider, Yohei Uchino is affectionately
called Ucchie by his fellow BMX riders around the
world. In June 2008, he became the first Japanese
to win a World Championship event at the Voodoo
Jam international flatland BMX competition in New
Orleans. Four years later in 2012, he received the TEAM G-SHOCK_SURFING

YA D IN NIC OL
NORA Cup award for flatlanders, the equivalent of an
Academy Award in the BMX world, through a vote by
his fellow riders. He went on to become 2012 World
Champion by winning the BMX Flatland World Circuit.

TEAM G-SHOCK_BMX

YOHEI U C HINO
YADIN NICOL
Born in Margaret River, Australia, Yadin Nicol is
currently based in Santa Barbara, California. Now fully
recovered from a career-threatening injury suffered
in the summer of 2011, hes back on the World
Championship Tour, astonishing the world once more
with his electrifying aerial surfing maneuvers. Besides
serving as an official G-SHOCK brand ambassador,
Yadin is sponsored by Hurley, Globe International,
Smith Optics, Rockstar Energy Drink and Channel
Island Surfboard.
Hiroyuki Orihara / Red Bull Content Pool (AV portal site)

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p067 13.7.11 4:49:40 AM
 JOEL CENTIO
Hawaiian-born Joel Centio is known for a dynamic
surfing style that makes the most of his long limbs
TEAM G-SHOCK_SURFING

J O EL CENTIO
and physical dexterity. Renowned for his big wave
tube-riding prowess, Joel won the 2009 Reef
Hawaiian Pro, the first round of the Vans Triple Crown
of Surfing. In 2010, he captured the runner-up
position in the same event, held at his home break,
Haleiwa, on the North Shore of Oahu.

TEAM G-SHOCK_SNOWBOARDING

L O UIE V I TO

GABE KLING
Growing up in St. Augustine, Florida, Gabe
King was inspired by another Florida native, the LOUIE VITO
TEAM G-SHOCK_SURFING

G ABE KLIN G
legendary surfing champion Kelly Slater. hes Raised in Bellefontaine, Ohio, Louie Vito has moved
known for performing quick, smooth maneuvers his base to snowboarding mecca Salt Lake City,
with incomparable precision. Gabe qualified for the Utah. Louies many accomplishments on the U.S.
2009 World Championship Tour but was forced to snowboarding circuit include 4 X-Games medals and
withdraw from competition due to injury. He proved consecutive Dew Tour championships. He counts
his resilience and talent by returning the next year G-SHOCK, Red Bull, Nike, Sprint, Toyota, Spy Optic,
and winning the 2010 WQS Prime Nike 6.0 Pro. KICKER, Neff and Capix among his sponsors.

p068
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 KAZU KOKUBO
A native of Ishikari City on Japans northernmost
main island of Hokkaido, Kazu Kokubo qualified as a
professional snowboarder at the young age of 11 and
went on to become the first Japanese to finish second
in the US Open Snowboarding Championships at age
14. He has since captured abundant titles in FIS World
Cup and international competitions. Kazu represented
Japan at both the Torino and Vancouver Winter
Olympic Games and won back-to-back US Open
titles in 2010 and 2011.

G-SHOCK TOUGHNESS AT WORK_FIREFIGHTING

M IK E H E RN ANDE Z

TEAM G-SHOCK_SNOWBOARDING

K AZ U K O K U B O
MIKE HERNANDEZ
Born in Manhattan and raised in the Bronx, Mike
Hernandez spent his younger years competing in
extreme sports. He began with BMX racing in 1980
and transitioned to skateboarding in 1986. His skill
as a professional skateboarder won him a strong fan
following and sponsorships from the likes of Zoo York,
American Dream, Infamous, Vans, Venture Trucks,
FTC Skate Shop and Supreme before he retired from
the sport in 1999. Currently a Brooklyn resident,
Mike has worked as a firefighter since joining the
Fire Department of the City of New York in 2004.

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 Absolute Toughness
Circling the Globe
Toughness knows no borders.

Vital G-SHOCK-lo ving artists and pho to graphers fro m co untries aro und the w or l d
u se th eir art to express toughness.
You re invited to experience their stro ng individuality and their vario us wo rld v i e w s ,
all of which resonat e with G-SHOCK.

p072 p073
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 G A1 1 0 EH - 8 A

New York,

D W6900N B-1

T i m o t h y M c G u r r, a k a 1 3 t h W i t n e s s , i s p o r t f o l i o i n c l u d e s N i k e, Ti m b e r l a n d , Va n s, editing work to joint establishment and

13thWitness a Brooklyn-based photographer and
v i d eo g rap her. Si nce 2 0 0 3 , he has p ro v i d ed
video and photo solutions for some of the
PHOTOGRAPHER worlds largest brands and most highly
a c c l a i m e d m u s i c i a n s a n d a t h l e t e s. H i s
B u r t o n , J o h n M a y e r, K a n y e We s t , J a y - Z ,
St ev e Nas h, L up e Fi as co, t he Def t o nes and
o p e r a ti o n o f a fu l l - se r vi c e vi d e o a n d p h o to
a g e n c y, 1 3 t h W i t n e s s F i l m s, w i t h l o n g t i m e
t he New Yo rk Kni cks, t o nam e j us t a f ew. ma n a g e r a n d fr i e n d S k y G e l l a tl y.
I n t h e s u m m e r o f 2 0 1 1 , Ti m o t h y s c a r e e r
evolved beyond individual camera and

p074 p075
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 G F8230A -4

p076 p077
p060,072-116_CASIO NY BOOK_7.10_02.indd 7-8 13.7.11 5:45:18 AM
 New York,

G A2 0 0 B W- 1 A

G WA 1100-1A 3

p078 p079
p060,072-116_CASIO NY BOOK_7.10_02.indd 9-10 13.7.11 5:45:30 AM
LONDON
G WA 1000-1A
M i ke Ti nney has wo rked as a p ho t o g rap her
Mike Tinney i n L o nd o n f o r t he p as t t en y ears. W hi l e s t i l l
i n t rai ni ng und er t he t ut el ag e o f a t o p f o o d
p ho t o g rap her, M i ke s ho t s t i l l l i f e i m ag es i n
PHOTOGRAPHER t ant al i z i ng d et ai l f o r t he p ackag es o f s o m e
o f t he b es t -l o v ed f o o d s o n U K s up er m arket
s h e l v e s. H e l a t e r s p e n t f i v e y e a r s a s
a senior assistant to Rankin, a highly
reg ard ed p o rt rai t p ho t o g rap her.
p080
p080-099_CASIO NY BOOK_7.10_02.indd 80-81
S i n c e t u r n i n g f r e e l a n c e, M i k e h a s
maintained a dual focus on still life and
d o c u m e n t a r y p h o t o g r a p h y, t r a v e l i n g t h e
world and capturing stunning visuals of
o b j e c t s, p e o p l e a n d p l a c e s h e e n c o u n t e r s
o n h i s j o u r n e y s. H i s e d i t o r i a l w o r k h a s
a p p e a r e d i n T h e H u n g e r m a g a z i n e, w h i c h
co v ered a recent t ri p t o Ind i a, and L ei ca' s
S Magazine. Another feature will be
G A1 1 0 M H - 7 A
published in an upcoming edition of LFI.
Mikes recent volunteer work for Fight for
Pe a c e / L u t a h a s t a k e n h i m t o t h e s p a r r i n g
rings of Harlem and the favelas of Rio
de Janeiro to explore this humanitarian
organizations work establishing and
expanding boxing clubs in some of the
w o r l d ' s mo st d e p r i ve d l o c a l e s.
p081 13.7.11 4:55:36 AM
 G D 100G B-1

p082
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p083
13.7.11 4:56:06 AM
 G WM5610-1 D W6900MF-4

p084
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p085
13.7.11 4:56:29 AM
BERLIN

D W6900PL

DW6901UD-3

D W6901UD -3

B o r n i n L e i p z i g, G e o r g R o s k e c u r r e n t l y
Georg Roske resides and works in Berlin, where he
studies Visual Communication at the
University of Arts Berlin. When he first
PHOTOGRAPHER t o o k up p ho t o g rap hy i n 2 0 0 3 , t he m ed i um
was transitioning from analog to digital.
He no w em p l o y s b o t h, whet her s ho o t i ng i n
t he s t ud i o o r i n an o ut d o o rs v enue. Al way s
f o c u s e d o n t h e n o w, G e o r g u s e s h i s
camera to capture fleeting moments and
f e e l i n g s, a n d t o m a k e t h e m i m m e d i a t e l y
acces s i b l e t o v i ewers.
The tense concentration of a model,
t h e b e a m i n g e c s t a s y o f a D J, t h e s a d
d i s a p p o i n t m e n t o f a n a l c o h o l i c. . . G e o r g
views his camera as a means of capturing
and communicating images of people with
f u l l a u t h e n t i c i t y a n d i n t e n s i t y. H i s p h o t o s
can also be seen as slices of his own life
th a t r e ve a l h i s p e r so n a l w o r l d vi e w.
Though he shoots intuitively and
s p o n t a n e o u s l y, G e o r g n e v e r t h e l e s s
concentrates on capturing the perfect
m o m e n t . H i s p h o t o s o w e t h e i r u n i q u e
character as much to his sensitivity
to people and their moods as to his
p r o fe ssi o n a l c a me r a sk i l l s.

p086
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p087 13.7.11 4:56:55 AM
 paris

D W5600P R-4 D W 5 6 0 0 E- 1

Aurien Dupuis and Aurie Stani work
AURELIEN DUPUIS energetically in Paris as a photographer
a n d g r a p h i c d e s i g n e r / c r e a t i v e d i r e c t o r,
r e s p e c t i v e l y. B o t h i n t h e i r e a r l y t h i r t i e s,
PHOTOGRAPHER t hey enj o y t hei r wo rk i m m ens el y. W hen o ne
o f t hem has an i ns p i rat i o n, t he o t her hel p s
t o real i z e i t , a p ro ces s t hat o f t en p ro d uces
a hy b ri d res ul t co m b i ni ng p ho t o g rap hy wi t h
g r a p h i c c o m p o s i t i o n . A t t i m e s, t h e y l i n k
i m ag es end t o end t o creat e ( s t o p m o t i o n)
ani m at i o ns.
The many projects born of this fascinating
co l l ab o rat i o n hav e cent ered o n ad v ert i s i ng,
b ut t hey hav e al s o ex t end ed i nt o t he real m
o f art .
W h e n t h e y a r e n t w o r k i n g, t h e t w o a r t i s t s
spend their time enjoying life and helping
others; traveling far and wide; drawing;
tinkering; gardening; organizing events;
d e s i g n i n g t - s h i r t s, d e m o n s t r a t i o n b a n n e r s
and presents; or reading philosophy in
fr o n t o f th e fi r e p l a c e o r o u t o n th e te r r a c e,
d e p e n d i n g o n th e se a so n .

p088 p089
Pho t o g rap her : Aurl i en Dup ui s Des i g ner / C reat i v e d i rect o r: Aurl i e St ef ani

p080-099_CASIO NY BOOK_7.10_02.indd 88-89 13.7.11 4:57:08 AM

 G D 100S C-1

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p091
13.7.11 4:57:23 AM
 paris
G D 100S C - 1

GWX8900B-7

Magda Antoniuk is an art director and cooperated with arts/fashion publications

Magda Antoniuk l ead i ng f as hi o n i l l us t rat o r. She i s kno wn f o r
h e r d i s t i n c t s t y l e o f d e l i c a t e, h a n d - d r a w n
a n d m a g a z i n e s s u c h a s Vo g u e, I n t e r v i e w
M a g a z i n e, W a l l p a p e r * , W A D, I n S t y l e,
i l l u s t r a t i o n s, i n b l a c k a n d m o n o c h r o m e. G l a m o u r, E l l e, O y s t e r a n d N Y L O N . M a g d a
ILLUSTRATOR Magda has worked with various fashion turns fashion imagery into beautiful, vivid
b r a n d s, i n c l u d i n g t h e l i k e s o f S t e l l a hand -d rawn i l l us t rat i o ns.
M cC art ney, Gucci and Paul Sm i t h f o r who m
s h e d e v e l o p e d a s e r i e s o f i m a g e s. S h e h a s

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p093
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 MILAN
G A 100A - 9A

D W5600E-1

G W 4 0 0 0 - 1 A3

U n i t e d b y t h e i r p a s s i o n f o r p h o t o g r a p h y,
Anna Gianuzzi and Anna Gianuzzi and Stefano Marino focus
p ri m ari l y o n s ho o t i ng s t i l l l i f e i m ag es. T hey
o f o b j e c t s i n t h e t i m e p i e c e, j e w e l r y,
b e a u t y a n d a c c e s s o r i e s f i e l d s. T h e i r
portfolio includes collaborations with such

Stefano Marino
place particular emphasis on capturing p r e s t i g i o u s p u b l i c a t i o n s a s V a n i t y F a i r,
the clear shapes and emotional elegance Vogue Accessor y, Vogue Jewel and Vogue.it.

PHOTOGRAPHERS

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 G D 100MS -3

p096
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p097
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LOS ANGELES
G D 110-2
Originally from the East Coast,
Kyle Christy photographer Kyle Christy is now living
the dream in Los Angeles with his wife
a n d t h e i r b u l l d o g. K y l e f i r s t p i c k e d u p a
PHOTOGRAPHER camera in high school and has now been
s h o o t i n g p r o f e s s i o n a l l y f o r o v e r 1 5 y e a r s.
Si nce m o v i ng Wes t i n 2 0 0 5 , he has b ui l t a
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G A2 0 0 SP R - 1 A
c a r e e r w o r k i n g w i t h a c t o r s, m u s i c i a n s a n d s t r e e t p h o t o g r a p h y, h e s e e k s t o r e v e a l t h e
a t h l e t e s f o r a v a r i e t y o f h i g h - p r o f i l e U. S.
and i nt er nat i o nal cl i ent s.
s o u l o f t h e c i t y h e s s h o o t i n g i n p h o t o s.
His unique vision enables him to create
Ky l es p as s i o n f o r p ho t o s has al s o l ed hi m d yn a mi c i ma g e s th a t te l l a sto r y, w h i l e tr u l y
i n t o s t r e e t p h o t o g r a p h y, w h i c h h e p u r s u e s c a p tu r i n g th e mo me n t.
while traveling through L.A., other parts
o f t h e U. S. a n d a r o u n d t h e w o r l d . I n h i s
p099 13.7.11 4:58:18 AM
 G WA1 1 0 0 - 1 A3

tokyo

C ameron Davidson/ Cor bi s / a m a n a i m a ge s

Si nce 1 9 9 6 , To ky o -b as ed p ho t o g rap her a r t w o r k s. C r o s s p o i n t , a c o l l e c t i o n o f K a n s

P. M . K e n P. M . Ken has b een m aki ng creat i v e us e o f
P h o t o S h o p s i m a g e - p r o c e s s i n g c a p a b i l i t i e s
photos published in 2011, brought him to
t he at t ent i o n o f a wi d e aud i ence.
to produce striking composite photographic
PHOTOGRAPHER

p100 p101
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 Ca m e r on D a v i ds on / Cor bi s / a m a n a i m a ge s
G D X 6900FB-1

p102 p103
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 G B 5 6 0 0 AA- 1

tokyo

As a tattoo artist specializing in custom i n O s a k a a n d To k y o. H e l o v e s s p e n d i n g

Hiroshi Hirakawa work, Hiroshi Hirakawa is continually
p r o d u c i n g m a s t e r p i e c e s f o r h i s e m p l o y e r,
his days in the studio engaged in creative
l ab o r.
T h r e e Ti d e s Ta t t o o, w h i c h o p e r a t e s s h o p s
TATTOO ARTIST

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tokyo

KENR O KIMU R A/SEB U N PHOTO/amanaimages Ra di u s Im a ge s / a m a n a i m a ge s

D W5000C-1A

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 MTG S 1000D -1A

p108 p109
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 Father of G-SHOCK

KIKUO IBE

Father of g-shock Kikuo Ibe

The G-SHOCK Engineer Story

32 years ago,
I dreamt of an unbreakable
watch...
p110 p111
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G-SHOCK begins
I had a shocking accident on
my way to work one day in
1981: I dropped a precious
watch my father had given
me and watched it break into
pieces. . .
In those days, watches
were fragile instruments that
required careful handling. But
I decided to develop a tough
watch that wouldnt break,
even if dropped.
That day marked the
p112
p060,072-116_CASIO NY BOOK_7.10_03.indd 23-24
beginning of the G-SHOCK
story.
A secret test
facility
At a time when watchmakers
were competing to develop
increasingly slim watches,
my idea of an unbreakable
watch was not particularly well
received by other developers.
It seemed inconceivable
that consumers would be
interested in a thick, bulky
watch even one that
wouldnt break.
So I began to conduct testing
secretly in a mens room in the
R& D b u i l d i n g. A g l a n c e o u t
the window of the 1st-floor
mens room revealed that the
drop was unimpressive, so I
went upstairs and looked out
the window of the 2nd-floor
mens room. The conditions
were better, but still not good
enough. In the end, I decided
to test my prototypes by
dropping them from the 3rd-
floor mens room window.
I started with a watch with a
standard metal case, wrapped
it in rubber for protection and
threw it out the window. The
shock smashed it to pieces.
I added more rubber, but this
larger watch broke, too. I
succeeded in protecting the
watch the 3rd time around,
but I had wrapped it in so
much rubber that it was as
large as a baseball. I realized
then that the rubber protector
approach was completely
unrealistic.
ring, a metal guard ring and,
Continued
testing, with
no stone left
unturned
I also realized that I needed
to start again with a new
concept. This led me to start
developing a shock-resistant
structure involving five steps
to protect the engine: a case
cover to absorb shocks, a
metal case, a rubber guard
insurmountable obstacle? I
finally, a rubber protector to
cushion the engine. Using
these five steps to absorb
shocks and protect the
engine would allow a dramatic
reduction in the size of the
watch.
But some of the electronic
parts in the engine itself would
still break. Even if I reinforced
these parts, others would
begin to break instead. I ran
every test I could think of,
leaving no stone unturned.
So, what do you do when
you encounter an apparently
found myself searching for a
solution 24 hours a day, in the
p113
13.7.11 6:34:46 PM
 office during the daytime and
even in bed at night. I took
my testing equipment home
and sought a solution in my
dreams for a week.
A girl with a ball
Nevertheless, I refused to
give up. I was sure I could
find the answer.
The breakthrough came
during a walk in a park, where
I saw a little girl playing with
a ball. As I watched the ball
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p060,072-116_CASIO NY BOOK_7.10_03.indd 25-26
bounce, I imagined a watch
engine floating inside it.
S u d d e n l y, t h e s o l u t i o n
was obvious. I had been
concentrating on absorbing
shocks in a series of steps,
but when I saw the girl
bouncing her ball, I had the
inspiration of floating the
watch engine. I constructed
a new prototype in which
shocks were absorbed in
5 steps, while the engine
was separated from parts
impacted by eternal shocks.
We were finally prepared to
develop G-SHOCK, a watch
with a structure involving 5
shock-absorbing steps and
a floating engine attached at
just a few contact points.
We launched G-SHOCK in
Japan in 1983.
Suspicious TV
audiences
When we started selling our
watch in the United States,
the U.S. marketing team
produced a TV commercial to
demonstrate its toughness.
The commercial showed
a G-SHOCK continuing to
operate after being struck
by an ice hockey stick. If
our U.S. marketing team
had requested permission
in advance, I would certainly
have refused!
There was a popular TV
program in the States at the
time that responded to viewer
questions. Some TV viewers
suspected our commercial
of exaggerating G-SHOCKs
performance. The network
received many letters asking
it to investigate the product.
The network responded
by simulating the test on
the program, showing the
watch hit like a puck in an
ice hockey rink as in the
commercial. They even tested
its toughness by driving a
huge dump truck over it.
G-SHOCK kept on running. It
simply refused to give up.
None of their tests
succeeded in breaking the
watch, which turned out to be
even tougher than I thought.
G - S H O C K s p r a c t i c a l v a l u e
was demonstrated by that
program, and sales surged
around the world.
A lesson in
perseverance
The lesson I learned from
G - S H O C K s d e v e l o p m e n t
was that I should never give
up, even if I encounter an
obstacle in my path.
I look forward to celebrating
G - S H O C K s 4 0 t h a n d 5 0 t h
anniversaries. And, of course,
I continue to wish G-SHOCK
a prosperous future.
p115
13.7.11 6:34:48 PM
 NEVER
NEVER
NEVER

Kikuo Ib e

G - S HO CK, a watch wi th an indom itabl e spiri t,

c o n t in u es on a path of endl ess evol ution.

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