{"id":54266,"date":"2020-08-17T10:33:25","date_gmt":"2020-08-17T09:33:25","guid":{"rendered":"https:\/\/www.watchpro.com\/?p=54266"},"modified":"2020-08-17T10:33:57","modified_gmt":"2020-08-17T09:33:57","slug":"cover-story-g-shock-limbers-up-with-a-fitness-first-strategy","status":"publish","type":"post","link":"https:\/\/www.watchpro.com\/cover-story-g-shock-limbers-up-with-a-fitness-first-strategy\/","title":{"rendered":"COVER STORY: G-SHOCK limbers up with a fitness-first strategy"},"content":{"rendered":"
We might all have put on a little weight during the pandemic but, be in no doubt, fitness is big business. Health and athleticism have always appealed to watchmakers, and few brands have served sports and activity enthusiasts better than Casio\u2019s G-SHOCK, whose rugged timekeepers have been firm favorites for decades. With smartwatches muscling in on its market, G-SHOCK has stuck to its core DNA while integrating high performance materials and advanced technology into its watches. Rob Corder looks at the latest examples in the company of David Johnson, vice president of the Timepiece Division of Casio America.<\/strong><\/p>\n Casio takes a tried and tested approach to the development of new models for its G-Shock family of highly functional and rugged timepieces.<\/p>\n The company calls it CMF \u2014 Color, Material, Finish \u2014 and each new edition moves the portfolio forward by innovating with one or more of the variables.<\/p>\n In more recent years, fourth and fifth considerations are coming to the fore: technology and fitness.<\/a><\/p>\n <\/p>\n The GBDH1000 maintains the finish and toughness expected of every G-Shock, but is bristling with technology to measure exercise and help to improve athletic performance.<\/p>\n Its striking colors of luminescent yellow, white and black are striking and sporty; not that the watch needs Day-Glo to be noticed given its 63mm x 55mm x 20.4mm stature.<\/p>\n