Casio Computer Co.'s first-edition G-Shock wristwatch has had its three-dimensional shape trademarked, with Japan's patent authority determining its distinctive design is recognizable by consumers even in the absence of a brand logo.
The product, popular for its durability and as a fashion piece, is the first wristwatch without any printed words to be cataloged by the Japan Patent Office under the particular trademark category, according to Casio. The registration is expected to help the Japanese electronics company combat the spread of counterfeit products.
First released in 1983, the G-Shock brand has proven popular over the years with the company selling over 140 million units across more than 140 countries.
The first model, awarded the trademark on June 26, is known for its octagonal bezel -- the frame around the watch face -- and the round grooves on the band, with some newer models incorporating the features.
Casio previously attempted to have the shape of the product 3D trademarked in 2021, but was denied with the authority saying it "lacked distinguishing characteristics from other merchandise."
However, the company's claim was reassessed after it conducted a survey on 1,100 men and women aged 16 and over and found that about 66 percent of respondents answered "Casio" or "G-Shock" when presented with images.
"The first model perfected shock resistance," said Satoko Matsumura, head of the company's intellectual property department. "We were able to register (the shape of the wristwatch) precisely because it has been loved for 40 years."
Among other products to have been granted a 3D shape trademark in Japan is confectionary company Fujiya Co.'s child mascot Peko.
