Until G-SHOCK, which was created with the target of "five people working at construction sites", is loved all over the world: Developer Kikuo Ibe

Everything started with just one line of proposal

"A durable watch that won't break even if dropped"

In 1981, the fifth year since joining Casio Computer, Mr. Kikuo Ibe submitted a proposal with only 14 characters. The trigger was that the wristwatch fell off when it hit a person, the glass broke, the needles and back cover came off, and they were scattered apart.

He was impressed by the fact that "a watch breaks!", But he submitted with momentum, "If there is a watch that doesn't break, there should be someone who will be happy." There is no structural plan, experimental plan, target layer, etc., and a single line of proposal will lead to the birth of "G-SHOCK".

Kikuo Ibe (68), a G-SHOCK developer and currently a Senior Fellow of Casio Computer.At Hamura Technical Center (Hamura City, Tokyo)

"When I come up with it, I immediately take action. I never thought of becoming a watch with fans all over the world, even though I had no concrete idea," he recalls.

It is said that the target of development was five people who worked at the construction site near the Hamura Technical Center. At that time, the impact and vibration of using a shovel, hammer, and jackhammer were the enemies of wristwatches. None of the workers at the site were wearing watches. I worked hard on the development while thinking, "You will be worried about the lunch break and the end time of work. Let's make a wristwatch that can be used at the construction site. There must be a niche market."

Mr. Ibe's favorite G-SHOCK is three early designs.White is for summer, black is for spring and autumn, and red is for winter.

Ideas that came down on the verge of submitting a resignation

As we proceed with the experiment, we will set specific goals. The development team named it "PROJECT TEAM Tough" with the aim of achieving "Triple 10", which is strong enough to withstand a drop from a height of 10 meters, waterproof performance of 10 atmospheres (depth 100 meters), and battery life of 10 years.

There was no experimental equipment, and the test was repeated by the primitive method of dropping it from the window of the toilet on the 3rd floor of the company building. Even if you cover the heart of the watch with rubber or urethane, it will break. Reinforcing one part will cause problems elsewhere. In about a year, there were over 100 prototypes.

The window on the 3rd floor of the center is the toilet where the prototype was dropped many times.

Currently, a drop impact test is conducted in a quality assurance laboratory.Most of these test equipment is manufactured in-house.

Mr. Ibe, who was about to give up on development, decided to "let's file a retirement notice next week," and said he went to work on a holiday to organize himself. When I went to the park next to the technical center for a change, the children were having fun playing with the ball. Looking at the situation, the image of a module floating in the ball came to me.

Rather than pursuing toughness, it should be a structure that does not easily transmit impact.

The result is a "hollow structure" that supports the modules inside the case at the points of each member and creates a state of floating in the air. Even with the current G-SHOCK, this is the key technology for impact resistance. From here as well, while struggling with miniaturization, the development period was two years, and more than 200 prototypes were spent, and in 1983, the first model of G-SHOCK "DW-5000C-1" was released.

Left) Mechanism of hollow structure Right) A reproduction of a ball-shaped prototype.It took time to miniaturize from here

An exhibition of G-SHOCK parts.At a glance, you can see that it is difficult to make a waterproof or shock-resistant structure after packing all these parts.

Popular in the United States, not domestically

Sales were sluggish for some time after its release.

"In the era when thin dress watches were in full swing, I thought that the rugged G-SHOCK wasn't very good. Was reluctant to

The first G-SHOCK that is preserved at the Casio headquarters.The selling price was 11,400 yen, and the press release at the time of release stated that "it can withstand the continuous vibration of the rock drill ..."

It was from the United States that the popularity ignited.

The TV commercial, which resembles a G-SHOCK as an ice hockey puck and keeps ticking accurately in the glove of the keeper who caught it even if it hits hard with a stick, was controversial. However, when a news program on the US net conducted a verification experiment, G-SHOCK did not break after all. The suspicions are cleared, and the toughness of G-SHOCK spreads all at once, increasing sales. Still, Mr. Ibe thought it was a temporary phenomenon.

"After the launch of G-SHOCK, I was in charge of high-quality and low-priced watches for developing countries. At that time, Casio's brand power was weak, and customers said," If your product is over 4000 yen, I couldn't sell it. ”Even when I heard that G-SHOCK over 10,000 yen was doing well in the United States, I couldn't imagine a global boom.”

"Hammer impact test" that hits a G-SHOCK with a hammer of about 5 kg.If it hits your arm, it will give you a painful impact.

High quality and low price "CASIO Collection" series. The three photos are all 3300 yen (tax included) at the online store.Taken at Hatsudai headquarters

An explosive boom that was so busy that I couldn't be happy

When the G-SHOCK, which had a round design and was more rugged, was released in the 90's, it was incorporated into American street fashion, which wears a large size of dub dub. Its toughness is also greatly supported by skateboarders who naturally fall and surfers who require waterproof performance. Around the same time, street fashion began to become popular in Japan, and G-SHOCK finally reached a boom in Japan.

From the left, the "DW-6000GJ-1" released in 1990 with a round muscle design. The first of the super popular series "Dolphin Whale Model", "DW-6100W-9" released in 1994.Madman "DW-8400-1" released in 1995 with dust-proof and mud-proof structure Photo courtesy of Casio Calculator

Approximately 10 years after development, the hard work was finally rewarded, but Mr. Ibe said he had no time to rejoice.

"With the explosive boom, a storm of urges from dealers to'ship quickly'. Inside the company, we are in a panic due to factory line adjustments and parts procurement. It was just a hassle, as the command was issued. "

Looking back on those days with my favorite G-SHOCK in my hand. There is one valuable initial model with the "PROJECT TEAM Tough" logo, but it is kept carefully according to the instructions from the company.

Challenge to increase brand value

As the G-SHOCK boom continues, Mr. Ibe will focus on "increasing Casio's brand value." It was difficult to sell low-priced watches, and G-SHOCK, which cost about 10,000 to 20,000 yen, had not sold for nearly 10 years, so it was a challenge to bet on the life of a developer.

First of all, he launches a development project for "Full Metal G-SHOCK (MR-G)". The concept was to encourage young people who love G-SHOCK to continue using it even after getting a job, but there was also the aspect of challenging the mid-price range of about 40,000 yen. As the exterior changed from resin to metal, it struggled with the impact-resistant structure, but it was released safely in 1996. Demonstrate skill in other than G-SHOCK. In 2004, he announced the chronograph radio solar "OCEANUS". This is also a technically difficult metal body, and it was sold for 60,000 yen, which is another rank higher.

The left is the MR-G "MRG-100" released in 1996, and the right is the time of 2007."OCW-S1000", the world's thinnest chronograph radio wave solar Photo courtesy of Casio Computer

Since 2008, he has been on stage at the fan event "SHOCK THE WORLD" held all over the world and tells the development story. Mr. Ibe says, "In order to enhance the brand power, it is necessary to firmly tell the story of the product," he said, remembering the local language and making a presentation.

"I've spoken in more than 30 countries so far, but I'm not really good at languages. G-SHOCK fans know that I'm presenting in the local language, so I can't stop now. What I want to do is “Never Never Never Give Up”. I hope that by challenging the local language, I can convey that more. ”

The scene where Mr. Ibe throws G-SHOCK on the board or wall is a specialty of SHOCK THE WORLD.Photo taken at the 2011 Vietnam venue Photo courtesy of Casio Calculator

Evolved beyond watches

With the impact-resistant structure developed by Mr. Ibe at the core, G-SHOCK has evolved both functionally and in terms of design, boosting Casio's brand value. Nowadays, the number of models in the middle price range and above is increasing, and there are many models in the highest peak "MR-G" series that cost more than 300,000 yen. The Muku G-SHOCK, which was announced in commemoration of the 35th anniversary, sold out immediately, although it was expensive at 7.7 million yen (excluding tax).

"It has evolved from a mere watch to an item that allows you to express yourself by wearing it. I was worried that the era of mobile phones and smartphones would not sell watches, but there are many in G-SHOCK. I had no worries because I had a fan of

From the left, the latest "GSW-H1000-1JR" (88,000 yen, tax included) that adds toughness to the smartwatch. MT-G's winning color "MRG-B2000B-1AJR" (330,000 yen, tax included). 18K 35th Anniversary Model "G-D5000-9JR" Photo courtesy of Casio Calculator

In fact, the 2010s recorded sales that surpassed the boom of the 90s. Rather, with the spread of smartphones, it has become a habit to worry about time even for those who have not worn watches until now, and there is an analysis that the purchasing group is expanding, saying, "If you want to see it anyway, design it to your liking."

Some people say, "Isn't it going to be a business if it doesn't break?" I have. "

"Mud resistance test" that keeps pressing the button in muddy water (* Conducted only for mud resistant models).There are nearly 200 types of such test items, and in the case of G-SHOCK, all products have cleared more than 100 types.

Mr. Ibe is also focusing on training the next generation of developers, such as opening an invention class at an elementary school. He gives ale to his juniors, saying, "It's difficult to create new things in an era full of things."

"The current engineer is excellent, but I feel that he is too serious. You should act more boldly. When I collaborated with Edo Kiriko, Makie, and Aizen at OCEANUS, he said," There is such a technique in Japan. I was surprised many times. If I dig up the techniques of traditional crafts and combine them with the latest technology, I may be able to create endless new things. I would like to expect such flexible ideas and actions. "

His dream is "G-SHOCK will be sold at space watch stores in 2035." Mr. Ibe ponders the technical issues, saying, "Because the environment is harsher than the earth, improve toughness performance ...". His dream will come true at the age of 83. His quest as a developer is also rugged and unobtrusive.

Casio Calculator was founded in 1946 by the four Kashio brothers.In the showroom of the head office building, along with G-SHOCK, successive hit products such as the mechanical calculator "14-B" released one year after its founding are exhibited.

Photo = Banner photo of Nippon.com editorial department: At the quality assurance laboratory of Hamura Technical Center