In 1983, Casio released a new watch that overturned the thinking of the watch and clock industry. Amidst the trend towards thinner lighter watches, the novel rugged design of the G-SHOCK was based on the unique concept of a watch that could be dropped from the top of a building and still not break. When it was first introduced, the G-SHOCK was only popular in certain markets, such as the US, due to its unique appearance. However ten years later, fashion trends had changed, and after consumers took a fresh look at its functions and design, it became an instant hit worldwide. G-SHOCK established the new category of the shock resistant watch, and has become Casioês signature watch.