It was designed so that the Casio G-Shock could sustain a drop from a height without breaking. While many watch manufacturers produced lighter, thinner watches, Casio produced a large, shock-resistant watch. As there isn't a rival in this niche market, Casio has created a whole new watch category. Over the next ten years, there was a global increase in demand for and popularity of these larger watches. Casio's G-Shock brand appealed to sports enthusiasts, manual laborers, and people with an adventurous spirit due to its robust build and expanding features.