Thirty years is a long time to stay in the spotlight. You have to stay relevant, you have to bring attention to yourself again and again (most importantly, the good kind)! So how did G-Shock manage to do this? By listening to its customers, and adding a lot of different watches, for all walks of life.

G-Shock was created by Casio, and its main concern is toughness. In fact, their first ever watch, the DW-5000, was said to be indestructible. That claim has since been proven accurate, after a series of exhaustive tests – one of which included dropping the watch from a helicopter!

Ever since, Casio listened to consumers, and brought out watches that were relevant for them. There’s “Tough Solar” watches (with panels so powerful that even artificial light is enough to charge the battery). There’s two different types of Bluetooth watches (one of which lets you control your iPad’s music library at the touch of a button, while the other one lets you set the time from your mobile phone). And that’s just scratching the surface!

At the start, people using G-Shocks might have been explorers, hikers, anybody working outdoors, but Casio slowly started to win over all sorts of crowds. How? Well, one way is partnership.

This year, Casio teamed up with a company called In4mation. The group, made up of four partners Ryan Arakaki, Todd Shimabuku, Jun Jo, and Keith Kanagusuku, has proven to be  one of the fastest trendsetters for skateboarders, surfers, and many others.

The fruits of their first collaboration is an update to the most popular Surfing watch Casio has come up with – the G-Lide GAX-100X-4A.

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The watch is bright orange, with a sky-blue display, and has the In4mation logo on the band, the buckle rings, as well as engraved into the back of the watch.

Not just there for looks, the watch has a Tide Graph, which can tell you how high the tide is throughout the day (one of the reasons this watch is so popular among professional surfers).

Casio focuses on trends, as well as what its customers want, and that is one of the main reasons it has remained relevant and top selling.