How did you attempt to extend G-Shock’s appeal to more market segments?
A G-Shock was only allowed to be produced in black, but I wanted more colours, so we first added ‘mustard’ and ‘skeleton’, the latter inspired by dolphins. The second was that G-Shock was only produced for men and not for women, so we came up with the Baby-G line for them. Lastly, the original stipulation was that a G-Shock could only be made in resin, but I wanted to add metal to the list of G-Shock case materials, something which would allow us to sell them at a higher price. All these were aimed at letting more people enjoy our products.