The Watch: Casio G-Shock Black Red Mens Alarm Chronograph GA-400-1BER This Casio G-Shock Black Red Mens Alarm Chronograph (GA-400-1BER) pairs dramatic all-black styling with the inclusion of the revolutionary Casio rotary switch. Located at the 3 o\'clock position, the switch distills control of the watch\'s range of classic G-Shock functions into a single, easy-to-use button, an intuitive move that ensures the G-Shock family is constantly striving to improve its already legendary design.   Key Features: LED Backlight with Selectable Illumination Duration and an Afterglow Scroll Wheel World Time Function Stopwatch 12 & 24 hour timekeeping Auto Calendar Countdown Timer 3-year Battery Life Water Resistant to 200m   The Family: G-Shock At a time when watches were seen as fragile, delicate instruments, Casio’s head of watch design, Kikuo Ibe, set out in 1981 to create “a watch that doesn’t break, even when dropped.” After 200 prototypes and two years of development, the Casio G-Shock was launched in 1983. Gaining its now legendary toughness from Ibe’s revolutionary decision to suspend the module inside a hollow rubber structure, the G-Shock has been the go-to name in superbly durable and precise wristwear ever since.    The Brand: Casio Casio was established in 1946 by Japanese engineer Tadao Kashio. The company entered the timepiece market in 1974 with the release of the Casiotron, the world’s first Auto Calendar watch. Only eleven years after entering this field, Casio completely reshaped global thought about the function a watch should perform with the release of the pioneering and now legendary G-Shock family. Innovation and world firsts have defined the company’s history ever since, the most striking of these being the release of the first ever touch screen watch in 1991, 24 years before the Apple Watch, and the first ever wrist camera watch in 2000. In short, Casio was producing smartwatches decades before the term had even been coined. Add to this the hipster popularity of the company’s retro designs, and Casio has firmly cemented its reputation as a famously reliable and precise name in both analogue and digital watches.