A 'Shocking' Success Story; Casio Celebrates 20th Anniversary of The G-Shock Watch Phenomena

May 30, 2003, 01:00 ET from Casio, Inc.

    DOVER, N.J., May 30 /PRNewswire/ -- Over thirty years ago, Kikuo Ibe of
 Niigata, Japan, dropped his only watch and it shattered into a million pieces.
 Years later he found himself working for Casio Computer Co. Ltd. of Tokyo,
 Japan, and designed a watch that could survive a fall from a three-story
 building without missing a beat -- that was twenty years ago.  Mr. Ibe's new
 watch would go on to shatter Casio's sales records as well.
     The G-Shock watch, now celebrating its 20th anniversary, was named for the
 g-force, the force exerted by gravity on an object near the earth's surface,
 such as the kind a plane withstands in its maneuvers.
     The first G-Shock watch -- Model DW-5000 -- was introduced in the United
 States on April 1, 1983. It took the country by storm. The G-Shock's claim to
 fame came from a TV spot where the G-Shock was strapped around a hockey puck.
 The watch was hit head-on with a hockey stick and sped across the ice at an
 amazing speed. Naturally, this type of advertising caused consumer advocates
 to challenge this test to see if the advertising claims were true.
     The G-Shock watch was a regular feature on a highly rated, nationally
 syndicated TV show, which was hosted by a popular TV consumer advocate. The TV
 spot was re-enacted on the show with a hockey player slapping the watch across
 the ice.  The G-Shock was also blown up and dropped from a helicopter onto a
 concrete slab. Finally, it was rolled over by a garbage truck. Each separate
 test only proved that the G-Shock was, in fact, the world's toughest watch. It
 never missed a beat and became one of the best selling watches of our time.
     "Twenty years and the brand is still going strong," said John Clough,
 president of Casio, Inc. "Here's a watch that has lived up to its reputation
 as being the world's toughest watch," Clough said. "As new models with
 numerous features and functions become available in 2003 -- in an assortment
 of styles and colors -- there's no end in sight to the popularity these new
 watches will generate," added Clough. "The G-Shock proved to the world that
 tough can still look good," he said.
     In 1998 the G-Shock line was featured in Vogue Magazine and caught on with
 fashion conscious Americans. A feature on the "Style" page in The New York
 Times added to the hype, as well as a cover shot of a bright yellow G-Shock
 worn by a popular recording artist on the cover of Rolling Stone Magazine.
     President Kazuo Kashio of Casio Computer Co., Ltd. says, "there is no
 greater joy than that experienced when a product created by your company
 triggers cultural change that spreads throughout the entire world." He added
 that, "Casio is totally committed to developing original new products that
 contribute towards making the world a better place to live."
     Today, there are several lines within the G-Shock Brand, including Atomic
 Solar G-Shock*, Tough Solar G-Shock, Classic G-Shock, Baby-G and Club-G.
 Depending on the model, G-Shock watches can store phone numbers, names,
 telememos and can go to depths of up to 200 meters.
      * The Casio Atomic Solar Powered watches receive a time calibration
 signal transmitted from Fort Collins, Colorado. Signal reception is possible
 within a radius of about 2,000 miles from the Fort Collins transmitter. See
 manual for an explanation of ideal conditions for setting as well as factors
 or locations that can create and make reception difficult.
     Casio, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co.
 Ltd., Tokyo Japan.  In addition to timepieces (Wrist Technology), Casio
 markets calculators, business organizers, handheld personal computers, musical
 keyboards, digital cameras, portable color TVs, cash registers and other
 electronic products. Casio, the unexpected extra. For more information visit

SOURCE Casio, Inc.