G-SHOCK: the world's toughest watch celebrates its 40th anniversary and unveils its new strategy for 2023.

Continuing with their commitment to foster innovation, resilience, and new technologies, G-SHOCK held an event celebrating its 40th anniversary, in which importance was given to the new strategy of adapting to the identity and personality of each of its consumers. Additionally, the brand presented its new pillars, highlighting history, urban culture, challenges, and sustainability. Likewise, they announced the launch of their two new models, Flare Red and the collaboration with Eric Haze, which will arrive in our country this month.

In this sense, the brand organized an opening night for different influencers and media with an innovative and technological lifestyle. Influential figures in the technology segment such as Phillip Chu Joy and Arturo Goga, geeks, and Coco Maggio, content creator, attended the event. They were able to see the evolution of the watches, test their durability, and firsthand experience the brand's sustainable corner.

The event was attended via streaming by representatives from G-SHOCK and CASIO, as well as media and influencers from Latin America. The brand's main focus is to convey its trajectory and continuity, highlighting its pillars, without leaving aside what characterizes them: absolute resilience. They also want to reach another audience such as Generation Z, as they are more aligned with the new trends.

That is why they are launching new watch models, leaning towards fashion, urban culture, and sustainability. These were exclusively announced for the brand's 40th-anniversary celebration. On one hand, Eric Haze, designer and graffiti specialist, creator of the campaign's logo based on a completely metallic original version of the first G-SHOCK (DW-5000C from 1983).

The housing and frame material are made of resin. They are impact-resistant, adding a new level of comfort and versatility for any occasion. Additionally, they are water-resistant and feature laser-engraved illustrations by Eric Haze on the strap and the anniversary logo engraved on the case back.

On the other hand, the Flare Red represents the solar flame, as its design and colors evoke intensely flaming flares, thanks to the innovative property of the material that glows in the dark. It also features layered carbon bezels and colored fiberglass material, along with a phosphorescent material.

“We are very proud of the new addition of the new models and the celebration of the brand's first anniversary event in Peru. We are very focused and give increasing importance to sustainability, which is why we now use eco-friendly products in the creation of our watches. Additionally, we cannot fail to mention the main technology, which is absolute resilience. I am proud to be an ambassador of a brand of resilience, one that always inspires you to improve, change, and build a better world. That's why our challenge never ends, and we continue with the philosophy of 'Force that inspires,' helping you overcome everyday obstacles. This is the slogan for the 40 years of resilience and trajectory of G-SHOCK,” said Thiago Nadotti, LATAM Marketing Coordinator for G-SHOCK.

The new G-SHOCK models will be available in Peru through the website btime.pe.