G-SHOCK tells brand story through 'an evolution of toughness' exhibition

G-SHOCK has launched "AN EVOLUTION OF TOUGHNESS” exhibition in celebration of its 40th anniversary. The exhibition aims to tell the brand story by showcasing its history and background, technological breakthroughs, and some of the classic G-SHOCK models.  

Available until 14 May, the exhibition will take place at F-HALL Studio in the historical Tai Kwun situated in Central. During the first stop of the exhibition, visitors will be greeted by “G-SHOCK Tech Lab”, where they can learn all the things about the brand’s background, research and development history. The Tech Lab tells the story of G-SHOCK, from technological challenges to breakthroughs, breaking the stereotype that "watches are fragile".

Visitors can also get a hands-on experience testing the shock resistance and exceptional durability of G-SHOCK watches by performing impact tests under the supervision of experts, demonstrating G-SHOCK's durability and shock resistance under extreme conditions.

Up next, visitors will be able to visit “G-SHOCK Time Tunnel”. The tunnel showcases the brand’s various milestones since 1983, allowing visitors to relive every moment of G-SHOCK's past, present, and future. Visitors are also able to have a deeper understanding of how the brand incorporates trends, street culture and extreme sports into its watches throughout the years.

The exhibition is then followed by “G-SHOCK 40th Anniversary New Product Exhibition Hall”, where a variety of limited-edition models, including the 40th anniversary limited-edition "Remaster Black" series, will be pre-released in Hong Kong. This series includes four models, including the popular GA-2140RE-1A, DW-6640RE-1, and GA-114RE-1A, as well as the DWE-5657RE-1 with two classic interchangeable bezels. A star is engraved on the button on the lower left side of the case for three of the models, and on the watch glass at the 40 minute mark for the GA-114RE, in addition to the anniversary logo engraved on the case back. When the backlight is turned on, the anniversary logo appears on both the DWE-5657RE and the DW-6640RE.Along with the “Remaster Black” series, the diving watch series G-SHOCK Master of G FROGMAN will also be available as an exclusive series to celebrate the anniversary.

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To engage with consumers and drive footfall to the exhibition, several interactive elements are designed to elevate the whole experience. Visitors are allowed to take photos to create a personalised exhibition pass and become members of the G-SHOCK family. A lucky draw is also available in the exhibition area. Visitors can win timepieces from the "LUCKY DROP" series, G-SHOCK 40th anniversary traditional Japanese towel "Tenugui," limited-edition souvenirs, and more.

Furthermore, Kikuo Ibe, the original creator of G-SHOCK will also be present in the exhibition for a meet and greet session with fans. Visitors are able to have a close exchange with be on 11 and 12 May, where he will also share valuable insights, design concepts and the development process of G-SHOCK.

MARKETING-INTERACTIVE has reached out to G-SHOCK for more information. 

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