How did you at­tempt to ex­tend G-Shock’s ap­peal to more mar­ket seg­ments?

Robb Report Singapore - - Time -

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.

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