G-Shock Goes Up Market

It’s no secret that the luxury watch industry is facing one of its biggest crises in decades, with many brands lowering prices or introducing more affordable collections in an effort to woo customers. The reasons behind this are varied, but at the heart lies an uncertain economy that has consumers viewing non-essential purchases with a wariness reminiscent of the financial collapse of 2007. And so it’s that in this climate Casio’s rugged G-Shock brand is making a concerted effort to move upmarket with a line of watches replica that retain the brand’s hallmark shock resistance it has become synonymous with, yet with a decidedly high-end aesthetic that eschews the resin cases and digital readouts we’ve become familiar with and trades them in for stainless steel, titanium and sapphire.

G-Shock Mudmaster GWG-1000-1A3

For many collectors, a G-Shock was their first watch, and one that connotes a certain lifestyle. Perhaps they received it during their youth, and it became a constant companion as they grew older. Maybe they bought it for the gym, or for working outdoors. Regardless of the how or why of it, G-Shocks have been designed from day one to be all but indestructible, which is why they’re the go-to timepieces for people engaging in strenuous sports activities, rescue operations, law enforcement and military applications. But what about in the office? Or at the opera? In this regard, the traditional G-Shock comes up wanting, but if Casio has their way about it, no more.

G-Shock Mudmaster Twin Sensor

While the core tenets of the brand haven’t changed — “absolute toughness” is more than just a marketing tagline for G-Shock — a quick look at G-Shock’s current stable shows that the designs are becoming more sophisticated and the price points are moving steadily north. None of this is new, exactly. In fact, it was 20 years ago that G-Shock made its first foray in “luxury” with the introduction of their MR-G line of metal-cased G-Shocks. Much as the original G-Shock DW-5000C represented a challenge for its chief designer, Kikuo Ibe, so it was with the MR-G, not only because of the difficulty of retaining the same degree of shock resistance with a metal case, but also because of the uncertainty of the demand for such a piece.

G-Shock MT-G Rose Gold

History shows that this concern was unfounded; the MR-G was an unmitigated success, and went on to become the pinnacle of the G-Shock line. But that was two decades ago, and while the MR-Gs yore were certainly more glamorous than their resin-cased counterparts, they were a far cry from the latest pieces to wear the MR-G moniker. The current crop of MR-Gs are full analog, solar-powered and come packed with some of the most sophisticated timekeeping technology that Casio can bring to bear. Called “GPS Hybrid Wave Ceptor”, Casio’s engineers complemented their venerable Multiband 6 radio receiver by also adding a GPS receiver to ensure that the MR-G has the correct time anywhere in the world. Literally (even if you were floating in a raft in the middle of the Indian Ocean, you’d know the exact time that you succumbed to exposure). The cases are crafted from nitrogen-hardened titanium and then subject to Sallaz polishing to achieve a mirror-like finish, and the crystals are scratch-resistant sapphire with a non-reflective coating. MR-Gs even have a dedicated assembly team at Casio’s Yamagata factory in Japan to ensure that each and every watch is made to the same exacting standards. To put it plainly, this is not your father’s G-Shock (or your ten-year old son’s, for that matter). The price to play? How does $2600 sound? And, yes, it goes up from there, with DLC models clocking in at an even $3K, while the limited edition Tsu-i-ki “Hammer Tone” version from earlier this year sold for over $6K (and sell, it did — the 300 pieces were almost immediately spoken for and now go for a premium on the secondary market).

G-Shock MR-G Hybrid GPS

Now, if $3K is too pricey in your eyes for a luxury G-Shock, but you still want a timepiece that doesn’t look entirely out of place at the conference table, the MT-G “Metal Twisted G-Shock” line is a rung down in price, but retains much of the aesthetic and technological appeal, starting at just under $1K. And then there’s the G-Steel line, which can be had for $350 on a bracelet. True, this model forgoes the GPS and radio receivers, nor does it boast exotic case finishing, but even so we’re talking about a G-Shock that can go from the boardroom to the beach and back again without drawing any untoward glances.

G-Shock Gulfmaster GWNQ1000

And for those who require a G-Shock for serious, professional-grade abuse — and have deep enough pockets — the Master of G line of watches replica fills the bill nicely. While no one would consider taking any of these watches replica out for dinner at a Michelin starred restaurant, the top-of-the-line models combine premium touches like sapphire crystals and carbon fiber-reinforced cases and straps, and then cram in as much sensor technology as possible, all in the name of making the wearer’s wrist function as a compass, altimeter, depth gauge, barometer, thermometer and/or a weather station. Master of G models start at just under $300, but can quickly rise to over $1K for the GPS-enabled Gravitymaster and the ISO-certified 200-meter water resistant Frogman.

G-Shock Gravitymaster GPW1000

Is there a market for a true luxury G-Shock? Casio sure seems to think so, and anyone who has handled one of the new MR-Gs would be hard pressed to come away thinking that the watches replica are anything but high-end pieces. True, their aesthetic — and that of the MT-G and G-Steel models — remains bold and masculine, but those adjectives can also be used to describe any number of iconic Swiss sports watches replica being sold at boutiques around the world. And unlike a G-Shock, those other watches replica can’t substitute for a hockey puck and still be expected to tell the time.