G-Shock stands as one of the most recognizable watch brands globally, making it nearly impossible for this generation to have experienced childhood without the knowledge or ownership of a G-Shock timepiece.

This year holds particular significance for the Japanese watch brand as it commemorates four decades of toughness. To celebrate this milestone, the brand's founder, Kikuo Ibe, gathered nations in Southeast Asia for a night brimming with innovation stories, art, and performances in collaboration with 88rising—a music collective featuring artists from Southeast Asia. 

The jubilant celebration, part of this year's "Shock The World" event, took place in Bali, Indonesia, attracting G-Shock enthusiasts, media, and influencers from all over Southeast Asia to revel in the brand's remarkable journey. The event witnessed the launch of campaigns such as "That's Tough," an exploration of the new brand concept redefining toughness. G-Shock acknowledged the subjective and personal nature of toughness, reflecting on its journey of innovation and resilience.

The brand also introduced the "Dear Younger Me" campaign, featuring the founder of G-Shock. In a heartwarming video, Kikuo recounted his journey and the challenges faced while creating the first-ever G-Shock watch. The campaign aims to inspire users to reflect on what "toughness" means to them, emphasizing resilience and determination.

To mark the milestone, the brand launched special anniversary models, including the GCW-B5000UN, a carbon edition watch that inherits the iconic form of the very first G-Shock, and an exclusive G-D001, an 18K gold model as part of the Dream Project #2, developed in collaboration with Casio's R&D team and AI assistance. This unique timepiece symbolizes G-Shock's commitment to breaking boundaries and pushing the limits of innovation.

An exciting revelation during the event was the introduction of a watch collaboration with 88rising artist Rich Brian. The artist reinterpreted the rugged G-Shock GA-2100 known for its octagonal bezel and minimalistic design. Brian’s reinterpretation is inspired by a guitar he fell in love with as a young boy in Indonesia, featuring a bold seafoam green color paired with salmon pink accents.

To cap off the celebration, two stars from 88rising, Warren Hue and Niki, performed at the event, delighting attendees with their famous songs, including "Omomo Punk" and "Every Summertime," respectively.

For more information on Shock The World, visit G-Shock's 40th anniversary event at https://gshock.casio.com/ph/40th/event/shock-the-world-sea/.