More than 40 years after its creation, Casio’s G-Shock watch has shown that it withstands tests not only of gravity but of time, too. There seems to be no hotter watch right now.

Introduced in the ’80s, the G-Shock was created to endure when more delicate watches couldn’t. The G stands for gravity, Shock is a nod to shock absorption—so its name pretty much says “Drop me and I won’t break.”

I’ve been seeing the model featured everywhere lately, from Esquire to Stranger Things (if you ask any superfan of the Netflix show, that makes the G-Shock all the more appealing), to other collaborations, to the wrist of my brother-in-law and subsequent wish list of my husband.

And in just a few months—as is typical, it will feel like mere weeks—we’ll be seeing the G-Shock and Casio in the new Timepieces at Luxury neighborhood at JCK Las Vegas.

I am no watch aficionado (our editor-in-chief Victoria Gomelsky is the woman you want for that expertise, full stop), but as we gear up for Vegas, I’d bet big on this new area of the JCK show to be a crowd-pleaser, and I feel even more certain the crowds will be drawn to Casio/G-Shock’s booth.

In addition to getting ready for JCK, Casio America is relocating its sales and marketing headquarters from Dover, N.J., to Jersey City—a move that brings it closer to New York City. This marks a big milestone for the company, signaling its commitment to innovation within the U.S. market, the brand said in a statement.

We asked a few questions of Mike Princiotto Sr., marketing manager of the timepiece division for Casio America, about what makes the brand distinctive, what to expect from it at the Vegas show, and what consumer trends he’s seeing in the watch market.

What sets Casio’s watches, and G-Shock in particular, apart from other brands’?

Our attention to detail and implementation of authentic Japanese craft provides watch enthusiasts who are interested in stories of crafting and luxurious materials a way to celebrate the true essence of “Made in Japan.” We never forget our DNA and always pursue the ultimate in strength, crafting the future with our “never give up” spirit.

We craft G-Shock to stand apart in strength, functionality, and beauty. Driven by our pride in our Japanese heritage, G-Shock timepieces exhibit the highest-level integration of tradition, excellence, and innovation, from time-honored methods of expression to cutting-edge material development and processing.

What sort of impression are you hoping to make on attendees at the JCK show? 

We want people to leave our booth with a sense of inspiration and wonder, seeing G-Shock in a new light. We’re not just evolving, we’re redefining what luxury can look like through innovation, craftsmanship, and detail. Our hope is that visitors experience the quality and technology up close and see firsthand why G-Shock is a strong option for today’s watch consumer.

Is this Casio’s first time exhibiting at JCK?

G-Shock has exhibited at JCK many times over the years. We have been eyeing the right time for our brand to return, and in 2026 we are thrilled to be back.

Are there any new “trends” in the world of watches? What should retailers be aware of when placing orders?

Instead of short-lived trends, there’s a clear move toward watches that really do something. Consumers want timepieces that blend premium materials and strong design with long-lasting quality and finishes that feel unique and personal.

Retailers should pay attention to the growing demand for tech-forward watches that still look refined and well-crafted. Today’s customers want durability without giving up style, and that’s exactly where G-Shock shines.

Top: G-Shock 5600 Series in bio-based resin, $110; Casio

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