Q&A: Lucerne's Vohne Yao on G-Shock's Cultural Significance, the MR-G Series, and More

At L'Atelier in Bonifacio Global City, Lucerne—the country's leading purveyor of the best luxury watches—unveiled the latest MR-G series by G-Shock. Launched in 1996, the MR-G series is the pinnacle of Casio's G-Shock line. The series represents toughness, precision, and luxury in G-Shock's timepieces—a testament to the brand's commitment to excellence, state-of-the-art technology, and expert craftsmanship.

The guest of honor for the presentation was the father of G-Shock Kikuo Ibe, who was joined by Lucerne managing director Vohne Yao. Yao took the time to speak with us at the presentation about the MR-G series, where G-Shock is heading, future plans for the Philippines, growing up with G-Shock in the '90s, and more.

This interview has been edited and condensed for clarity.

Esquire Philippines: Tell us about the MR-G Collection in your own words.

Vohne Yao: I think the MR-G line is really the pinnacle of excellence in the Casio line. I think that its craftsmanship, obviously, is one of the best, if not. We feel privileged to share, to give a space to it in [L'Atelier By Lucerne]. I think that it's great that it's finally here in the country. And that a timepiece of this level—that is really sort of this masterpiece—is now available for Filipino consumers to be able to purchase locally.

What are the standout features of the MR-G Collection?

I think really where G-Shock and MR-G stand out the most is how rugged it is and how tough the watches can be to withstand shock, electromagnetism, and etcetera. It's really an engineering marvel almost that they're able to make it so and they continue to push that.

Photo by Courtesy.

How has the demand for G-Shock watches evolved in the Filipino market over the years?

There's a strong appetite for it. Filipinos grew up with G-Shock. I certainly did. Back in school, it was all BABY-Gs and all that, so we're all very familiar with it. The brand is, I guess, a great example of one of those evergreen brands. It's one of those things that's not a one-hit-wonder. G-Shock is here to stay for good and every year it's able to strengthen the brand further, and that's simply because it's such a well crafted product—it lives up to its brand promise. Anytime you have something that's consistent, you build up this loyal fan base and as long as you don't disappoint them they'll always be there. So I think Filipinos love what G-Shock has to offer. It has stood the test of time.

How do you envision the growth of G-Shock in the Philippines considering current trends in fashion and technology?

Oh, it's great. MR-G has evolved with some sort of app that it connects to. There is that functionality. So, I think that they are stepping into that technology. I think technology is beyond what is commonly thought of as technology. There's also a lot of technology in the production process—how they deal with materials. Some of the materials they use are as tough or close to as tough as diamonds, which is one of the hardest materials out there. So, I think that there's technology in the traditional sense of like software, and it's one thing but there's also technology and a sense of innovation and evolution in how G-Shock manufactures, especially in the materials they use. Given the current trends, they're trying to level up all the time with new things and new innovations in manufacturing that will allow them to be different and to exist with, perhaps, smartwatches versus non-smartwatches.

How do you think G-Shock adapts to the evolving trends while maintaining its style?

The pieces that G-Shock makes, as well as MR-G are very contemporary, very modern. Across geographies, one can see it's sort of a timeless style that whether you wear it in Japan or you wear it in Manila, it would sit right at home. It's very universal in that sense. My belief is that they produce very timeless timepieces that can be worn across geographies, with different trends.

Photo by Courtesy.

Are there plans to expand the distribution of G-Shock and the MR-G Collection?

With MR-G, we are a little selective with the locations given it is a more premium product that needs to sit well alongside other brands—at the same level. There are a handful of locations you can do that. Whereas with G-Shock you could go for a more wider distribution. I wouldn't say it's going to be limited to [L'Atelier By Lucerne]. We are certainly looking at opening a bigger location.

How do you think will the Filipino market respond to the MR-G Collection?

We're very excited to launch the product and take it as far as where it needs to be and to grow awareness in the Philippines for the brand and the collection. But G-Shock has been around for close to 27 years in the country. Filipinos that grew up with G-Shock are now getting to an age where maybe they want a bit more. They have more disposable income, they are in a better position that they want a more premium G-Shock that's more versatile since it's a bit more upscale. It's very timely that the MR-G Collection is now available here in the Philippines.