Casio’s G-Shock brand has forged its own identity since its introduction in 1983. Designed to fill the void between disposable plastic watches and high-end timepieces, it has since grown to encompass a wide range of features and price points. Much of that has to do with the power of its brand, which began with a promise of toughness and has expanded into the realm of fashion, with ardent fans boasting dozens of references. This archival issue of B delves into the process behind what makes G-Shock tick.