In the past, watches were synonymous with fragility and breakability. They would break if dropped, hit against a hard object, or even just a little wet. . That is why they were regarded as luxury goods in daily life, and people took good care of them.
But what about now? Watches have become so much a part of our daily lives that we now wear them as a matter of course, even when we are in the midst of strenuous activities such as sports or outdoor activities. The creator of this "normal" wristwatch is, as you all know, G-Shock.
G-Shock" was born in 1983 as an unbreakable watch that gave the concept of "toughness" to watches. G-Shock" was born in 1983 as an unbreakable watch that gave the concept of "toughness" to the watch industry. To commemorate this anniversary, a grand event was held at Roppongi Hills. The event featured live performances by NEGO, KANA-BOON, and SKY-HI, a dance workshop by USA of EXILE, and a showcase of sports/activities that prove the reliability of G-Shock's toughness and are closely associated with the brand, such as skating, dancing, and basketball. showcases of sports/activities such as skating, dancing, and basketball, all of which have proven their toughness and are closely associated with G-Shock. From noon to dusk, many people gathered to enjoy the rich variety of content.
The event was facilitated by Takumi Fujita, a radio personality for J-WAVE's "SONAR MUSIC" radio program, and model emma. In fact, the artists who appeared on the stage this time had something to do with this program. After introductions by the two MCs, a four-piece girl band, NEGOTO, performed as the first performer.
The contrast between the delicate female voice and performance and the majestic stage presence of Negoto captured the hearts of the audience. The contrast between these two contrasts created a one-of-a-kind presence that captured the hearts of the audience, and despite the short 30-minute show, Negoto delivered a live performance that was well worth seeing. As the top performer, Negoto warmed up the floor.
Meanwhile, at the O-Yane Plaza in the same Roppongi Hills complex, a lineup of G-Shock models from past generations was on display, attracting much attention.
What was most unique about this booth was that visitors were able to experience firsthand some of the durability tests that G-Shock performs. Three tests were conducted using items that were actually in operation: drop test, hammer test, and mud test.
This is a drop test. The watch is fixed to a special machine called a "free-fall tester," and is then dropped onto the floor with great force. Before the introduction of the tester, G-Shock watches were actually dropped from a high stepladder, but with the introduction of this machine, it is now possible to simulate drops from various heights and angles, and the accuracy of the test has improved dramatically.
Here is an illustration of a hammer made of metal (weighing 5 kg!) ) is swung down like a pendulum to test the shock resistance of G-Shock watches. The large impact transmits the shock to the inside of the watch, allowing us to measure the strength of the modules, buttons, and other parts. G-Shock" continued to keep accurate time even when a chunk of metal hit the watch with great force, without showing any damage. The watch was then subjected to a total of more than 50 shocks from various angles to various parts of the watch.
Finally, the mudproof test was conducted by continuously immersing the "G-Shock" in muddy water and pressing a button in the water to test whether the watch could continue to function properly. The machine constantly stirred up the muddy water and kept the watch in harsh conditions to prevent the mud from settling. Models that passed this test were awarded the title of "MUD RESIST.
. Now, let's move the stage to the side of the main stage. When most people think of "G-Shock," they probably think of its connection to extreme sports. For skaters who perform high-risk tricks, a tough watch is an indispensable tool, as well as a fashion tool to express their style. On this day, a skate ramp was set up and a total of eight skaters were engaged in a ramp battle.
The criteria for the competition was simple and clear: how well the skaters performed their tricks, and how passionately they could excite the audience. The standouts were the young skaters, who, although still in high school, soared high with their skateboards and overwhelmed the older skaters with their powerful skating.
After this, USA of EXILE appeared on the main stage. As a dance workshop instructor, he taught the children about the appeal of dancing using the whole body.
The dance classes focused on hip-hop, but also included robot dancing, the "Running Man" by the J Soul Brothers III, and the "Choo Choo Train" dance from EXILE's classic "Choo Choo Train. Many people, from adults to children, danced with smiles on their faces, creating a happy time where people could physically feel the fundamental joy of physical exercise.
The hands-on content continued with the free-throw championship, in which visitors were given 12 seconds to make as many free throws as they could within that time. The winner was presented with a G-Shock watch. The winner of the competition was presented with a G-Shock watch. The participants must have been very nervous to make free throws in front of a large audience.
After the free throw championship is over, a crowd of large people appears on the court. What began here was the "3x3," a three-person basketball game that will become an official event of the 2020 Olympics. The players were divided into two teams, and they clashed violently with each other. Although it is a ball game, it was like a combat sport, and I was overwhelmed by the power of the battle that unfolded in front of my eyes.
After the skate battle, "G-Shock" continued to show us its strong ties to extreme sports with a double Dutch and BMX showcase. After this, KANA-BOON finally took the stage.
Still fresh, KANA-BOON has been performing at festivals and successfully held a live concert at the Nippon Budokan. The band's live performance, which mixed rock impulses with pop phrases, literally embodied the basic musical principle of enjoying the sound, and thrilled the audience.
After the hot live performance by KANA-BOON, there was another hot dance showcase. A large group of dancers performed the same moves to the music. The precision of the performance, as well as the way each move drew the audience in, was both dynamic and beautiful at the same time, and it was something to be felt inside.
As the sun began to set, the event was drawing to a close, and before SKY-HI performed, Kikuo Ibe, the creator of "G-Shock," took the stage to tell the story of the birth of "G-Shock. He told the story of the birth of "G-Shock. After dropping and breaking a watch that he treasured, he decided to create a watch that would never break. After many hardships, the "G-Shock" was created, and it first became explosively popular in the United States.
The commercial that started it all was this one, featuring an ice hockey player. The player shoots a shot with a G-Shock instead of a hockey puck. The American public thought the commercial was hype, and a TV show tested the durability of the G-Shock. Of course, the durability of G-Shock watches was proven, as they never break no matter what kind of impact they are subjected to. This led to the explosive popularity of G-Shock watches, which continues to evolve to this day. Mr. Ibe said, "This popularity is supported by the stores that carry G-Shock watches, and by the people who buy them and use them every day. Thank you very much," he said, showing us how much he cares about his fans.
Finally, rapper and singer-songwriter SKY-HI appeared on stage to close out the event. SKY-HI communicated with his fans through his provocative MC, and his smooth singing voice and his signature high-speed rapping got the crowd at its peak of excitement. He also performed a new song that he will release next month, and was seen providing proper fan service.
The event came to an end with the conclusion of the live performance. G-Shock" has been evolving even now, 35 years after its birth, through the crossover of various cultures such as music, sports, and dance. 35 years is just a milestone, and G-Shock will continue to challenge itself and present us with new possibilities for watches in the future. I am sure that G-Shock will continue to take on new challenges and present us with new watchmaking possibilities in the future. So, let's wait for new news with high expectations for the future.
Photo_TAWARA[magNese].
Text_Yuichiro Tsuji
Edit_Jun Nakada
Casio Computer Co.
Phone: 03-5334-4869
g-shock.com
