Casio G-SHOCK is forever! The first model receives a "3D trademark" to protect the design forever.

"Kinoko no Yama," "Colonel Sanders," "Yakult containers," "Peko-chan dolls," and "Super Cub" all have one thing in common: they're recognizable at a glance, and their shapes are protected by "3D trademark registration." 3D trademark registration is like the "seal of approval for an icon." The latest addition to this category is Casio's first G-SHOCK.

The trump card for design protection: "3D trademark registration"

　Many manufacturers register a design when they create a new product. This means they have created a design and are registering it to prevent other companies from copying it. However, once the shape becomes widely recognized, it becomes possible to obtain rights far stronger than design rights. This is the "three-dimensional trademark" that was introduced in 1997. As the name suggests, this is a system that allows trademark registration for three-dimensional shapes that have the function of distinguishing goods or services.

　While design rights granted through design registration are limited in duration (maximum 25 years), 3D trademarks can be granted semi-permanently, provided they are renewed every 10 years. In other words, obtaining a 3D trademark prevents other companies from producing counterfeit products. At the very least, it acts as a significantly stronger deterrent to other companies. On June 26, 2023, Casio registered this 3D trademark (No. 6711392) for the design of the original G-SHOCK. This marks a first for a Japanese watch manufacturer, and the first time that the shape itself, without a logo, has been registered in Japan for the entire watch design.

Everyone wants a three-dimensional trademark, but registration is difficult

　The three-dimensional trademark system is extremely beneficial for manufacturers. However, three-dimensional trademarks, which are exclusive rights, are known to have extremely strict hurdles to registration. Approximately 180,000 trademarks were registered in Japan in 2022. Of these, only about 200 were three-dimensional trademarks, 50 of which were those without text, and only three were those that were based on distinctiveness through use.

　In fact, the only designs that have been granted three-dimensional trademarks to date are those that are recognizable to everyone, such as "Kinoko no Yama," "Colonel Sanders," "Yakult container," "Peko-chan doll," and "Super Cub," as mentioned at the beginning, as well as "Birkin," "Cup Noodles cup," "Kyoro-chan," "Kewpie doll," and "Coca-Cola bottle." In other words, it is not easy to obtain a three-dimensional trademark if a design is only slightly known. The standards seem to be broad for designs used as signs, but it is quite difficult for products to obtain a three-dimensional trademark.

　It was in the fall of 2020 that Casio first considered registering the original G-SHOCK as a three-dimensional trademark. The application was filed in April 2021, and the trademark was successfully registered on June 26, 2023. The background to the project was explained by Seiko Matsumura, Director of the Intellectual Property Liaison Department of the Development Headquarters' Intellectual Property Management Division, and Masako Yonekura, Director of the Trademark and Design Office of the same division.

"The first G-SHOCK model, released 40 years ago, is a masterpiece. In order to protect our intellectual property and brand value, we proceeded with the three-dimensional trademark registration in preparation for G-SHOCK's 40th anniversary," says Seiko Matsumura.

　However, Matsumura says that it was extremely difficult to obtain a three-dimensional trademark for a watch. Not only is it a durable consumer product, but the design of combining the watch case and band was unprecedented, making it difficult to differentiate. Casio won't disclose the details, but it says that it once submitted the application for registration, but the Japan Patent Office rejected it. Casio's Intellectual Property Management Department believed that high recognition was the key to registration, and used various means to confirm G-SHOCK's high recognition.

　The first thing they did was conduct a survey. They showed about 1100 men and women aged 16 and over from all over Japan a G-SHOCK design with the logo hidden and asked them to identify it. About 6% of the people surveyed said it was a G-SHOCK just by looking at the shape, indicating a high level of recognition.

　At the same time, Casio also gathered evidence that the design was widely known. They apparently collected several cardboard boxes full of magazines, newspapers, and media articles from the past 40 years and submitted them to the Patent Office, going to great lengths to ensure this. The reason they went to such lengths was because there were no specific standards for what constituted high recognition. However, by submitting the results of consumer surveys and sufficient supporting documentation, the design of the original G-SHOCK was eventually registered.

The original G-SHOCK became an icon that everyone recognized.

　One of the reasons why Casio obtained a three-dimensional trademark for the design of the original G-SHOCK was undoubtedly to prevent counterfeiting. At the very least, this registration would prevent other companies from producing watches with similar designs or replacement parts (such as third-party outer bezels). Another reason was brand strategy.

　In recent years, Casio has been promoting the G-SHOCK 2000 series and the 5000 series, which has now acquired a three-dimensional trademark, under the name of "Masterpiece Strategy." Considering its move into the higher price range, it is only natural that it would protect its design with even greater measures than before.

　The original G-SHOCK was awarded a three-dimensional trademark for its design and high recognition. Forty years after its release in 1983, this model has been recognized in Japan as a universally known icon. This is a remarkable achievement.