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Business trends

The secret to G-Shock's renaissance -- being the toughest in luxury

Only the most skilled professionals are allowed to assemble Casio's top-of-the-line timepieces

The G-Shock lineup's current best seller is the top-of-the-line MR-G. Its suggested retail price is 300,000 yen ($2,800).

TOKYO -- When Casio Computer's G-Shock line of wristwatches first came out about three decades ago, it was a huge hit. Then its own shock came, as the boom times of the 1990s led to a major slump in the early 2000s. Casio found itself in need of a new strategy to keep the G-Shock alive, and it found it by going high-end. 

This shift has been so successful that global shipping volume reached 8.5 million units in fiscal 2016, surpassing even the best years of the 1990s. The "wristwatch that doesn't break when dropped" had become a worldwide symbol of luxury while holding onto its reputation for toughness. The secret to this success has been in the craftsmanship that goes into making the watches. To learn more, we went to where G-Shocks are made.

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