G-SHOCK GOES FEMME: On the heels of its 30th anniversary, G-Shock is looking to the future with its first collection for women.

The G-Shock S Series marks the brand’s only line designed exclusively for women. “The size, color and design are geared towards a fashion-forward female that is looking for an accessory to complement her modern and active lifestyle,” said David Johnson, Vice President of Timepiece Division of Casio North America. “The collection gives us a new look and new consumer to build upon in the future.”

This story first appeared in the July 30, 2014 issue of WWD. Subscribe Today.

To appeal to a female customer, Casio has reduced the size of its classic G-Shock watch, and will offer new colors and prints. The collection will consist of two styles: the GMA-S110 and GMD-S6900. The GMA-S110 features an auto LED backlight, five daily alarms, a stopwatch, timer and word clock, and is available in six colorways. The GMD-S6900 comes equipped with an EL backlight, three alarms, a countdown timer and 48-city world time, and is available in nine colorways.

To promote the collection, Casio has enlisted Victoria’s Secret model Josephine Skriver for the upcoming campaign, lensed by Maciek Kobielski. Skriver will also appear in a short film for the brand, by creative director Magnus Berger. The S Series will be available in September at select fashion boutiques and jewelry stores, as well as G-Shock’s store in Manhattan’s SoHo, and online. Prices range from $99 to $130.

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