Casio G-Shock - The shocking truth by Sabrina Schrödl

Issue 01/2013

THE SHOCKING TRUTH G-SHOCK 1983 - 2013

www.g-shock.eu www. facebook.com/casio.gshock

G-SHOCK: THE STORY BEHIND THE BRAND

THE FATHER OF G-SHOCK THE STORY OF KIKUO IBE, THE G-SHOCK-ENGINEER 32 YEARS AGO, I DREAMT OF AN UNBREAKABLE WATCH...

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 wouldn’t break, even if dropped. That day marked the beginning of the G-SHOCK story.

KIKUO IBE

A SECRET TEST FACILITY

CASIO engineer Kikuo Ibe founded the unofficial „Team Tough“-project in 1981, in order to finally create a watch which isn‘t immediately destroyed when falling on the ground. One could probably say, that this goal was haunting him and he really invested a lot of time in his dream of a really tough watch. During the day, you could watch him throwing more or less covered watches out of CASIO‘s company windows. After his working day, he went on by throwing watches out of his own windows. Two years later, Kikuo was able to fulfill his dream and G-SHOCK was released!

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 wouldn’t break. So I began to conduct testing secretly in a men’s room in the R&D building. A glance out the window of the 1st-floor men’s room revealed that the drop was unimpressive, so I went upstairs and looked out the window of the 2nd-floor men’s 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 men’s 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.

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 ring, a metal guard ring and, 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 insurmountable obstacle? I found myself searching for a solution 24 hours a day, in the 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 bounce, I imagined a watch engine floating inside it. Suddenly, the solution 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-SHOCK’s 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.

A LESSON IN PERSEVERANCE 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-SHOCK’s practical value was demonstrated by that program, and sales surged around the world.

The lesson I learned from G-SHOCK’s development was that I should never give up, even if I encounter an obstacle in my path.

I look forward to celebrating G-SHOCK’s 40th and 50th anniversaries. And, of course, I continue to wish G-SHOCK a prosperous future.

TIMELINE: G-SHOCK 1983 - 2013

1st G-SHOCK, DW-5000C-1A is launched in April 1983. The G-SHOCK brand name is decided based upon the “G“ in gravity.

2nd G-SHOCK; WW-5100C is launched. It has a low-temperature resistant structure and becomes known as “G-SHOCK II“.

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First round faced models, the DW5400C are debuted.

Mud resistant DW-5500C-1 is launched.

DW-500C-1 is launched and is called the “Junior G“. Originally designed for kids, the model is admired by women as a ladies G-SHOCK and becomes the ORIGIN of Baby G.

First analog/digital combination G-SHOCK, AW500-1E is launched.

DW-6000GJ-1 is launched with a stopwatch capable of measuring to 1/1000th of a second.

83 85 88 89 90

• First mobile phone is introduced • Cabbage Patch dolls go on sale

• First dot com domain is registered • Microsoft releases Windows 1.0

• Prozac is introduced as anti-depressant drug

• Gameboy introduced • First release of Microsoft Office

• Hubble Telescope put into operation

4 17

• Google is founded

• My Space first social media site is launched • Napster first online music site is launched

18 • World’s largest ferris wheel opens in London • First reality tv show “ Big Brother“ broadcasts in Germany

19 • Spiderman movie grosses 406 million dollars

• Xbox 360 video system goes on sale • First female German Chancellor (Angela Merkel) is elected

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1st Solar powered DW-9300 is launched and the model was called RAYSMAN.

WADEMAN DW-9800 is launched and the model featured the magnetic direction sensor.

First radio controlled atomic G-SHOCK GW-100-1 ANTMAN is launched.

Radio controlled atomic and solar powered GW-300 is launched.

Youth culture concept DW-5600B-1A is launched with has durable nylon watch strap.

30 YEARS G-SHOCK MEANS 30 YEARS OF INNOVATION AND 30 YEARS OF THOUGHNESS For the last 30 years G-SHOCK has set the standards of what it means for a watch to be tough. No matter the temperature, mud, water, altitude or depth, G-SHOCK always works

with new technologies and conquers every challenge and always satisfies the user’s demand. These are the milestones of our development.

In celebration of G-SHOCK’s 10th Anniversary, the DW-6300-1A is launched as a limited edition with a limited run of 1,983 pieces. It is kown as the “Frogman“, one of the most iconic G-SHOCK cases to date. It’s ability to pass the ISO standard for 200M water resistance made it perfect for divers.

DW-6100J-1 is launched Thermo-Sensor capability.

with

DW-6100FJ launch as the first “Winter Sports“ concept G-SHOCK. The Ist long Velcro strap enabled the user to wear the watch on the outside of their ski glove.

DW-6500J-1A is launched as the 1st G-SHOCK model to utilize a pressure sensor to measure Atmospheric Pressure, Depth and calculate Altitude.

DW-6600B is launched and introduces a bright EL (electro-luminescene) backlight. DW-001J is launched with a new tough capsule construction. The look of the case is so unique, that it is nicknamed the “Jason model“ based on the hockey mask made famous within the movie, Friday 13th.

MR-G, a full metal G-SHOCK watch is debuted.

WCCS DW-6900WC models are launched and are the first to introduce a transparent skeleton resin.

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• DNA finger printing developed • Silence of the Lambs wins Academy Award for Best Picture

• WWW (world wide web) is introduced • AOL introduced

• Channel tunnel from England to France opens • Disney releases Lion King movie

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• First Harry Potter book published • Titanic biggest movie of the year

• Internet users jumps from 1 million to 10 million in 12 months • Ebay first auction online site is launched

12 13

23 21 • First HD TV goes on sale • Barack Obama – first African American U.S. President

26 22 • Michael Jackson, The King of Pop dies

24 • World’s tallest building opens in Dubai – 2716 feet (Burg Kalifa)

• Royal wedding – Prince William and Kate Middleton

28 • Austrian skydiver Felix Baumgartner breaks sound barrier

08 09 10 11 12 21

Multi band 6 atomic RISEMAN GW9200J-1 is debuted.

Multi band 6 atomic solar powered FROGMAN GWF-10001-1 is launched.

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GW-3000 G-Aviation series launches with cockpit instrumentation inspired faces. GW-S5600-1 is launched which first introduced carbon fiber insert watch strap.

GD-100 is released which had a Super LED light system SUPER ILLUMINATOR.

2013 G-SHOCK’s 30th Anniversary. A new chapter has begun ...

GW-9300 MUDMAN is launched which is a mud, dust and shock resistant G-SHOCK with twin sensor.

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GW-A1000 G Aviation is launched with Triple G Resist and Smart Access. This allows the wearer to operate the functions more intuitively. Bluetooth Low Energy compatible G-SHOCK models GB-6900 debut.

2013 COLLABORATIONS & PRODUCTS

NEWS FROM THE WORLD OF G-SHOCK G-SHOCK X LOUIE VITO

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

G-SHOCK presents a very special series in three different colours for the brand’s 30th anniversary: Red, blue and this amazing yellow edition. The bright yellow is really significant for G-SHOCK as a brand and it signifies the extreme form of toughness that is so inherent to G-SHOCK. Obviously this can be seen in every model of the whole series.

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. Louie’s collaboration model showcases his preference for colour-blocking with blue, black and silver. His signature LV logo is displayed on the watch dial and wristband and engraved on the back of the case.

30TH

ABSOLUTE STYLE TIME FOR GOLD With their analogue-digital displays in stylish shades of gold, these four models are real nuggets for all G-SHOCK fans. As tough as any other G-SHOCK, these models with their extravagant black and gold look are a real eye-catcher among the watches. But despite all the bling bling, these watches are equally as tough as any other G-SHOCK model.

ANNIVERSARY

The Gold Series consists of the GA-110RG1AER with a rose gold dial, the GA-200RG1AER, a classy G-SHOCK with a rose gold metal case, the GD-X6900FB-1ER, a G-SHOCK XL with a black and gold digital display and last but not least the GA-110BR-5AER, a classic GSHOCK with a black and gold dial.

YELLOW

The big case model GD-X6930 is a further development of the bestselling DW-9600. This watch is water resistant for depths of up to 200 metres and uses the special new technology, Alpha Gel to further its shock resistance. Other models in the Lightning Yellow Series are the GD-X6930E-9, the GF-8230E-9, the GW-9430EJ-9, the GW-M5630-9 and the GWT1030E-9. GW-M5630-9

GD-X6930E-9

GW-T1030E-9

GF-8230E-9

GW-9430EJ-9

A Japan-based collectible toy manufacturer engaged in the design, manufacture and sale of character figures, MEDICOM TOY produces a wide range of cartoonlike, block-style figures, many of which have been featured in movies and animated films. Its BE@RBRICK bearshaped character figure is enormously popular worldwide. As part of the on-going celebration of G-SHOCK’s 30th Anniversary, MEDICOM TOY and G-SHOCK teamed up to repeat last year’s highly successful watch collaborati-

on. This year’s collaboration model employs the DW-5600’s original octagonal 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 back of the case and developed as a backdrop on the dial. 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.

G-SHOCK X NEW ERA G-SHOCK X MEDICOM TOY

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 the manufacture of its official caps, as do many top artists and apparel brands. G-SHOCK teamed up with NEW ERA, one of the most innovative makers in the headgear and apparel industry, in celebration of G-SHOCK’s 30th Anniversary this year. The resulting collaboration model GA110NE-9A embodies the essence of NEW ERA’s “59 FIFTY” cap series, a style icon since

the series’ 1954 debut, that has enjoyed enthusiastic fan support for over half a century. The watch features 59FIFTY’s emblematic black & gold colour scheme, with the NEW ERA flag logo displayed on the wristband and, fittingly, engraved on the back of the case. The watch package also centrepieces the “59FIFTY” style. This painstaking attention to detail exemplifies the heritage and commitment of both the brands that partnered up for this special collaboration.

G-SHOCK X UNDEFEATED GA-1000

In an effort to apply a realistic scenario to its product, G-SHOCK designers and engineers took the method of “flying by instrument” for the G-SHOCK “Sky Cockpit” Collection. Like the aviation technique, where pilots utilise the plane’s instruments to fly during poor visibility or bad weather, the G-SHOCK GA1000 watch actually retains data on your direction of travel. The watch can measure your orientation up to 20 seconds as well, all at the push of a button. With one of the largest dials in the G-SHOCK product line, the GA-1000 also features the new Neon Illuminator, a special phosphor ink that lights in the colours blue, green, and pink depending on LED illumination.

UNDEFEATED is not just a store or a brand. It’s a philosophy. With its themes of victory and virtue, Undefeated designs and develops apparel, accessories and coordinated footwear. Since the brand’s inception in 2002, co-owners James Bond and Eddie Cruz have established its street credibility and business ingenuity. Recognised for creativity and

individuality, Undefeated remains an unofficial voice of the next generation. 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 watch’s design. Collaborations generally focus on colour schemes

and logo placement, but we wanted to go a step further. Our aims are highlighted by the watch’s durable wristband, inspired by a military Zulu strap, and the orange illuminator that provides just the right contrast to the olive-coloured case. The resulting watch is both aesthetically pleasing and highly functional.

PHOTOSHOOT Photos: Photo Assistant: Art Direction: Models:

Grey Hutton Max Thesseling Sabrina Schrรถdl Jens Fanslau, Denis Opeka

4 5

1 1

Jens is wearing the Bluetooth 2nd Generation GB-X6900B-4ER

F.l.t.r.: GB-X6900B-4ER GB-X6900B-2ER GB-X6900B-1ER

Denis is wearing the Bluetooth 2nd Generation GB-X6900B-2ER

Jens is wearing the 30th Anniversary Blue GB-6900AA-A1ER

Jens is wearing the 30th Anniversary Red DW-6930

30 YEARS OF G-SHOCK: THE G-SESSIONS

VOTE.WIN. PICK A FRIEND & PARTY IN BERLIN.

CHOOSE YOUR FAVOURITE PROJECT AT G-SESSIONS.EU G-SHOCK continues to celebrate 30 years of innovation with the Pan-European G-SESSIONS project. Across seven countries, our creative ambassadors are currently working with their local teams to imagine a totally unique and fresh collection of G-SHOCK designs. We‘ve seen various creative disciplines come together in a collision of talent and toughness,

G-SESSIONS 08 APRIL - 11 MAY 2013

G-SHOCK celebrated 30 years of innovation on the 8th of April in Milan and marked the start of the pan-European G-SESSIONS with the opening of the first Pop-Up Store. It wasn’t just the 250 G-SHOCK guests and

DJ stylewarz

eskei83

28.11.2013 22h

and the final designs are starting to take shape. Starting October 28th, visit g-sessions.eu to vote on your favorite designs. Lucky voters will win a trip to the highly anticipated final G-SESSIONS event in Berlin on November 28th, where we will bring together the creative teams and ambassadors from across Europe to display their designs and announce winners.

fans, who celebrated here, but also the Italian Ambassador Giorgio Di Salvo, who curated the Milanese G-SESSIONS with a call to arms for the creative scene. DJ Nic Sarno provided the perfect musical entertainment with his sublime live set. The tough special editions of G-SHOCK on display were not the only thing that grabbed the attention: The artist Filipo presented an installation, consisting of a drum machine and video pieces of design innovations.

IF YOU HAPPEN TO BE ONE OF THE FRETFUL MINORITY WHO CAN DO CREATIVE WORK, NEVER FORCE AN IDEA; YOU‘LL ABORT IT IF YOU DO! BE PATIENT AND YOU‘LL GIVE BIRTH TO IT WHEN THE TIME IS RIPE. LEARN TO WAIT.“ (ROBERT ANSON HEINLEIN)

THE AMBASSADOR:

GIORGIO DI SALVO Giorgio Di Salvo is the Italian ambassador of G-SHOCK and a designer from Milan. He’s not the kind of person, who likes to talk about himself,

l a n i f s n o i s s G- se

he’d rather let his work speak for him. His oeuvre is truly diverse: from graphic design to T-shirts and fashion, to sound installations and music.

MILAN

G-SESSIONS 18 MAY - 12 JUNE 2013

Guests enjoyed live music from Pional at a unique urban space in Barcelona’s hip Borne neighbourhood. The VJ crew from DEVICERS provided a visual

BARCELONA

highlight of the evening with a mesmerizing 3D video show - truly bringing the spirit of the night to life.

The Barcelona store opening marked the second successful G-SHOCK Pop-Up Store after Milan. Guests celebrated this summer night with great music, drinks and G-SESSIONS’ energy spilling into the streets to mark another memorable event.

“CREATIVITY IS A MEANS FOR US TO MAKE THE WORLD MORE THAN JUST A HOME. THROUGH CREATIVITY WE MAKE IT OUR PLAYGROUND.”

THE AMBASSADOR:

JOHANN WALD Johann Wald is a TV presenter born in Torremolinos, Málaga a year after the punk explosion in 1979. Johann studied cinema and drama in Madrid and, after taking a gig as an MTV VJ in 2002, he be-

ST. PETERSBURG

G-SESSIONS 07 - 20 JUNE 2013

Nikita Yartuskiy is the Russian ambassador for G-SHOCK and founder of the street wear label “Anteater”. At the opening in St. Petersburg he introduced guests to the history of G-SHOCK and explained how important the brand is to him, as well as revealing what a huge influence G-SHOCK has had, and still

came a firm fixture of the MTV family in 2008. Since then he has moved on to host various Spanish TV shows. Johann is now continuing on his creative path in Barcelona.

has, on street wear during its 30-year history. The party took place within the impressive halls of the Loft Projekt Etagi and of course G-SHOCK took great care of every guest, ensuring that no one went home hungry or thirsty. The Russian producer and DJ, Summer of Haze, warmed guests up with the help of bass-heavy, hypnotic beats, before the headliner: D/R/ U/G/S from Manchester, landed with a live-set combining HipHop, House and Future Beat and soon had the crowd going crazy.

“IT IS IMPORTANT TO US TO HAVE YOUR OWN OPINION, TO GO THROUGH LIFE WITH YOUR EYES WIDE OPEN, NOT TO BELIEVE IN PREJUDICES AND MOST IMPORTANTLY, NOT TO CARE ABOUT THE RULES.”

THE AMBASSADOR

NIKITA „VILKIN“ YARUTSKIY “When I was at school, I started spraying graffiti and riding almost anything I could, like a skateboard, snowboard or inline skates. After I graduated university, I really got into photography. I took photos for Afisha, Bolshoi, Gorod, Onboard, Extreme and a load more magazines. Four of my pictures made it onto the cover. Street culture has always been a source of ins-

piration to me and I started a website in 2005, which is dedicated to extreme sports: CREAMmag.ru. Over time the site developed into an online magazine for street culture in all its different forms, from music to fashion. Within two years the site evolved from just a few T-shirts for the CREAMmag team, to the street wear label “Anteater”. One year later the Creamshop opened for sneakers and Anteater for clothing.”

G-SESSIONS 11 - 23 JUNE 2013

If you’re looking for the heart of Amsterdam, you’d find it at Kalverstraat. There simply isn’t a more central place in the city. And it was here that the G-SESSIONS took place, curated by Tomas Overtoom and Liza Koifman. As always in Amsterdam, the G-SHOCK Pop-

Up Store was filled with a lively, colourful crowd of people. The air was filled with style, charm and personality, while the Summer night provided the perfect setting. The G-SHOCK creative ambassadors Tomas Overtoom and Liza Koifman displayed a unique and colourful touch, in creating a truly unforgettable evening. Kraantje, Pappie, Fata, DJ Full Crate and DJ Le Freaq provided the perfect soundtrack, while the guests couldn’t help but admire the beautiful location.

AMSTERDAM

“CREATIVITY IS OUR LIFEBLOOD, OUR PASSION, OUR ENGINE, OUR STYLE, OUR DREAM AND OUR LIFE.”

THE AMBASSADORS:

TOMAS OVERTOOM & LIZA KOIFMAN Tomas Overtoom and Liza Koifman founded Ontfront in 2008. Ontfront men’s wear is a brand for the well-dressed cosmopolitan and having risen to fame over night, the label is now known all over the world.

G-SESSIONS 02 - 20 JULY 2013

The Berlin G-SESSIONS took place in the heart of Kreuzberg at the fantastic VOO Store during Berlin Fashion Week. Even under normal circumstances this store, with its beautiful interior, looks more like an exhibition than a typical clothing store. But on this evening in particular, it looked even more special than otherwise. Berlin‘s creative ambassador Patrick Mohr gave a passionate speech about his input on this project.

Satisfied customers include people such as DJ Rich Medina, D’Angelo and Music Soulchild. Tomas and Liza have their own, convincing view on fashion: “If you know the rules, you can break them.“

The musical highlight of the evening was Megaloh, who shared his incredible energy with the audience. The rising star of the German rap scene definitely stole everyone else‘s show. The funky and trendy guests at this event, included MC Fitti and Denyo among others. After three weeks of exhibitions the Berlin G-SESSIONS closed on the 20th of July with another big party. Almost 600 people celebrated with cool drinks, hamburgers and frozen yoghurt. Photographer Oliver Rath worked the decks on this stunning Summer evening and really got the crowd going, while Patrick Mohr introduced Thomas Hanisch, who, just like Patrick, is an ESMOD graduate and the chosen designer of the Berlin G-SHOCK.

“THERE IS NO MIDDLE PATH, IF YOU’RE TALKING ABOUT CREATIVITY. EITHER YOU’RE CREATIVE, OR YOU’RE NOT.”

THE AMBASSADOR:

PATRICK MOHR His look is not only urban and clean, due to the mixture of classical elements and contemporary forms, but it also expresses wearable timelessness using progressive fashion. After his graduation from the prestigious ESMOD, he founded his label in 2008. In the same year, he won the “Prix Creatur” in the category

Best Collection. Since then, Patrick has developed his eponymous label. Whether it’s with homeless people, bodybuilders or transsexuals as models, Patrick stands for artistic activism and breaking the rules.

BERLIN

G-SESSIONS 10 - 16 JULY 2013

Like all the other events, the Paris G-SESSIONS, were all about creativity. With around 600 enthusiastic guests, the G-SESSIONS took place at the Grande Cremerie on the 10th of July. On this particular evening, Annelise Mangin from CASIO kicked things off. She introduced the French ambassador Kirikoo Des, who found just the right words to present his in-

spiring project. Kirikoo is a dancer, musician and digital artist. He’s always searching for new forms of expression by cooperating with other artists, resulting in unique and impressive performance concepts. At first he was on stage with Walter Mecca, member of the electro group NSDOS and later on, during both DJ sets by Pain O choKolat - another crew that defy definition. They founded the fashion label Pigalle and run the notorious club Le Pompom. This evening full of all-star artists definitely left its mark on Paris.

„POSITION, PREPOSITION, CREATION”

THE AMBASSADOR:

PARIS

KIRIKOO DES KIRIKOO DES is a Parisian artist working in the field of dance, music and digital art. He collaborates with artists within a context of diverse musical expression in developing unique conceptual performances. The ambassador’s idea for G-SESSIONS was to create an original artwork

G-SESSIONS 09 - 28 AUGUST 2013

The London G-SESSIONS took place from the 9th to the 28th of August in the Dray Walk Gallery on the famous Brick Lane. The Dray Walk Gallery is probably one of the best choices for a Pop-Up Store. It’s located in the

LONDON

including music production, dance and visual projection. The art piece created by Kirikoo and his creative team was an artistic performance using all of these elements in expressing both toughness and creativity.

heart of the Truman Brewery in London’s East End, simply the best place for new stores, restaurants or clubs for years now. Guests had the opportunity to check out the latest G-SHOCK models and a chance to mingle with Ghostpoet, the G-SESSIONS ambassador himself. He also took to the stage, as did Femi Edmund Adeyemi from NTS Radio and Toyboy and Robin, who excelled in creating a truly ecstatic evening.

„TO ME CREATIVITY DOESN‘T JUST MEAN TO THINK OUTSIDE THE BOX, IT RATHER MEANS TO QUESTION THE EXISTENCE OF THE BOX ITSELF.”

THE AMBASSADOR

GHOSTPOET Obaro Ejimiwe aka Ghostpoet is a British singer and producer from London. His debut album “Peanut Blues & Melancholy Jam” released in 2011, was proof that he is a inimitable singer with one of the most visionary

voices of our time, defying any effort to categorise him. His second album “Some Say I So I Say Light” was released in early 2013 and in the Autumn he began his headliner tour through Europe.

G-SHOCK: SPONSOR OF THE ROYAL AIR FORCE SKIING TEAM

ACTION TIME! WHEN THE RAF SKI TEAM VISITED THE FROZEN MOUNTAINS OF CHILE TO TRAIN, THEY ALSO HAD A CHANCE TO PUT THE NEW CASIO G-SHOCK GW-A1100 THROUGH ITS PACES.

Scan and check out the exclusive video made in the Andes Mountains!

As sponsors of the RAF ski team, G-SHOCK, the premium

These are watches that are engineered for toughness, and can

watch brand from CASIO, followed the RAF to Chile and the

endure as much as those that wear them. “For a pilot, a watch

extreme and hostile conditions of Nevados de Chillán earlier

isn’t just an accessory, it’s an essential daily tool,” says Nathan

this year. This group of volcanoes is located in the Andes of the

Jones, one of the pilots who undertook the most recent trip to

Bío Bío Region, where the snow and ice of the Chilean Winter

Chile. First among these requirements is a watch that’s abso-

offer the perfect training conditions for the team.

lutely accurate. The ability to change to different time zones quickly and easily when flying all over the world is also a must.

There is exemplary safety assistance on hand for this very high-risk, skilled and specialist work - and the slopes were

Here, the latest launch in the range, the G-SHOCK GW-A1100,

closed for their exclusive use. “Ski racing might seem an un-

delivers in spades. Other features include multi-band atomic

usual activity for the RAF, but it develops all the qualities we

timekeeping, an instant compass function to navigate through

look for in our people.” Squadron Leader Bruno Wood says.

air, sea or the city, shock and water resistance to 200m and

“Qualities such as leadership, teamwork, mental strength,

super-tough movement with the hands correcting themsel-

physical courage, dedication and determination.” It is also the

ves as needed. This is one tough watch that you know is built

perfect environment to put CASIO‘s G-SHOCK Aviator wat-

to withstand extreme conditions - where better to test that

ches to the test.

than in the Andes with the RAF team?

G-SHOCK X EMINEM

C JA OMIN NU G O AR U T Y 2 IN 014

30 YEARS OF G-SHOCK: SLIM SHADY ROCKS NEW YORK

On the 5th of November, Eminem launches his new album MLLP2, but if you think that’s the only thing Slim Shady has been working on over the last few months, you’re very mistaken indeed. To celebrate G-SHOCK’s 30th anniversary, EMINEM and G-SHOCK have collaborated to create an exclusive new G-SHOCK model. The all-new X-LARGE GDX6900MNM is keeping it real with a matt-black colour scheme, with red accents and all-metal components, highlighted by a stealth-black IP coating. Hailing from Detroit, Eminem reinvented HipHop. That’s why the wristband is adorned with his hometown skyline of Detroit in red and EMINEM’s Shady Records label’s signature reverse “E”, which is also engraved on the back of the case. G-SHOCK’s 30th anniversary party in New York was the perfect occasion to launch this once-in-a-lifetime collaboration and it marked the first time, in what felt like an eternity, that Eminem made a glorious return to the stage to perform.

MASTHEAD Editorial: Barbara Dabrowka Stefan Lauer

Editorial Assistant: Sophie Marie Mühe

Copy editing: David Georgi

Art Direction: Sabrina Schrödl

Layout: Sarah Schmitt Anna Sommerfeld

Photos: Grey Hutton

Photo Assistant: Max Thesseling