G-SHOCK has evolved from a watch defined primarily by extreme durability into a global cultural icon spanning fashion, music, sport, design and street culture. In India, the brand is witnessing growing engagement from younger consumers, collectors and watch enthusiasts, while continuing to balance its core identity with changing consumer tastes. In this interview, Takuto Kimura, Managing Director, Casio India, discusses G-SHOCK’s evolution, the importance of self-expression, what makes the Indian market unique, the brand’s approach to collaborations and why the GA-2100 remains an ideal introduction to G-SHOCK.
SN: G-SHOCK has evolved from being a tool built for extreme durability into a global cultural icon. What do you think has been the most important turning point in that journey?
TK: I believe the most important turning point was when people began to see G-SHOCK not only as a highly durable watch, but also as a form of self-expression. Its foundation has always been absolute toughness, but over time, that toughness became connected with different communities and lifestyles, from street culture and music to fashion, sport and design.
The DW-5600 and, later, the 2100 series played an important role in this evolution. They demonstrated that a strong, functional design could also become highly expressive and culturally relevant. What started with toughness gradually became a broader idea of individuality, and that is what allowed G-SHOCK to move beyond its original purpose and become a global cultural icon.
SN: G-SHOCK has managed to stay relevant across generations while remaining unmistakably G-SHOCK. What has the brand deliberately chosen not to change?
TK: We have never compromised on the fundamental philosophy of G-SHOCK. Toughness remains at the heart of every watch we create, and that means continuing to challenge conventional ideas of what a watch can withstand.
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At the same time, we have remained committed to the distinctive design language and character that makes a G-SHOCK immediately recognizable. Technology, materials, colours and functions can evolve, but the underlying spirit does not. I think that consistency is important because it gives each generation something new to discover without losing the connection to what came before.
SN: India has seen a remarkable growth in watch enthusiasts, collectors and watch-focused communities. What are you seeing in the Indian market that excites you most?
TK: What excites me most is the depth of engagement we are seeing from Indian consumers. Watches are increasingly being appreciated not simply as functional products, but as objects of design, identity and personal expression.
The growth of collector communities and watch-focused content has also created a more informed and passionate consumer base. People are interested in the story behind a model, its design, its heritage and what makes it distinctive. For G-SHOCK, this is particularly encouraging because our history and product philosophy give consumers many different entry points into the brand.
We are also seeing younger consumers develop an appreciation for watches much earlier, which creates an opportunity for G-SHOCK to build relationships with them that can continue across different stages of their lives.
SN: What makes India unique as a G-SHOCK market, and are there lessons from Indian consumers that could influence the brand globally?
TK: India is a very diverse market, and that diversity is reflected in how consumers engage with G-SHOCK. Different cities, communities and generations can connect with the brand for very different reasons, whether it is toughness, design, fashion, sport, music or collecting.
One important lesson is that there is no single definition of what makes a watch desirable. Indian consumers are very comfortable combining functionality with individuality. They want products that can fit into their everyday lives but also reflect who they are.
That ability to combine practicality with self-expression is something we believe has relevance well beyond India. The Indian market also reminds us that a global brand becomes stronger when it gives local communities the freedom to interpret it in their own way.
SN: G-SHOCK has found a place in fashion, music, streetwear, sport and popular culture. Was this cultural relevance something the brand consciously pursued, or did it happen organically?
TK: It has been a combination of both. G-SHOCK has always had a strong connection with people who challenge conventions and express themselves in their own way. That naturally brought the brand closer to different cultural communities.
Over time, we became more conscious of the importance of those relationships and began creating opportunities to engage with these communities more meaningfully. But the foundation was organic. We did not create the culture around G-SHOCK. People adopted the watch into their own cultures and gave it new meaning.
That is an important distinction. Our role is not to dictate how G-SHOCK should be worn or interpreted, but to continue creating products that give people the freedom to make the brand their own.
SN: Collaborations have become a major part of contemporary watch culture. How do you decide when a collaboration feels genuinely relevant to G-SHOCK rather than simply being a marketing opportunity?
TK: For us, a collaboration has to have a genuine connection with the spirit of G-SHOCK. We look for partners who share values such as creativity, individuality, experimentation or a willingness to challenge convention.
Our collaborations with brands and properties such as Pokémon and Coca-Cola are good examples of this. They come from very different cultural worlds, but each has a strong identity, a passionate community and a distinctive visual language. That gives us an opportunity to reinterpret those worlds through the design and toughness of a G-SHOCK, rather than simply putting two logos together.
The collaboration should also add something meaningful to the product. There needs to be a reason why these two worlds belong together, whether that comes through design, storytelling, culture or the community around the collaboration.
SN: Today’s younger consumers discover brands through culture and communities rather than traditional advertising. How is G-SHOCK adapting the way it builds relationships with this generation?
TK: The way people discover brands has changed significantly. Younger consumers want to experience a brand rather than simply receive a message from it. For G-SHOCK, this makes communities particularly important.
We are therefore placing greater emphasis on experiences, conversations, creators, collectors and cultural communities that allow people to engage with the brand in a more personal way. Digital platforms are important, but they are most effective when they lead to genuine engagement rather than simply communication.
At the same time, we believe the product must remain at the centre. No matter how someone discovers G-SHOCK, the experience ultimately has to come back to the watch, its design, its toughness and the feeling of wearing it.
SN: If you could introduce someone who has never owned a G-SHOCK to the brand with just one watch, which model would you choose and why?
TK: I would choose the GA-2100. It captures many of the qualities that have made G-SHOCK successful while presenting them in a form that is approachable to someone experiencing the brand for the first time.
Its octagonal design has a strong connection to G-SHOCK’s heritage, while its slimmer profile gives it a contemporary character that works across different styles and occasions. It demonstrates that toughness does not have to mean a large or imposing watch.
For someone new to G-SHOCK, I think it offers a very clear introduction to the brand’s philosophy: distinctive design, practical functionality and toughness, all brought together in a watch that can become part of everyday life.