In this project, we focused on the traditional Japanese horticultural craft of bonsai as something that appeals to the sophisticated and intellectual taste of the brand's target as well as for its many commonalities shared with G-Shock (precision, craftsmanship, endurance, beauty, and ability to capture time within a small space).

The three bonsai pieces created were each given traditional Japanese names that have been used in art pieces for centuries (“SENNENMIDORI (1,000-year evergreen)” “IWAKURA (god-dwelling stone)” and “SOKO (aged elegance)”) and symbolized a key feature of MR-G—its solar battery (for keeping time in perpetuity), water resistance, and titanium casing (for toughness that endures any environment). After a year-long production period, the finished bonsais were unveiled at the brand’s 20th anniversary event. The concept video shows the growth of the bonsais in time-lapse photography. Over 70,000 shots were captured and edited to create the video.

G-SHOCK has established its presence all around the world, but with the diversification of the market, it has been gradually perceived as a casual, low-priced brand. However, by tying together MR-G, its top-end line, with the traditional Japanese horticultural craft of bonsai, G-Shock was able to redefine its image as a Japanese brand offering the durability and precision craftsmanship that “Made in Japan” products are known for.