Casio has launched its women brand Sheen in the UK market after a trial of its timepieces in its own stores.
The Sheen brand is making its first international foray through its arrival in the UK, having only been sold in Asia to date.
Casio spent several months on its research and development for the UK market to ensure its designs fitted with consumer and retailer expectations.
Sheen has launched with 31 models across four lines: Classic, Bijou, Gold and Reflections.
The timepieces include stainless steel, ceramic and leather strapped models with details such as gold PVD, Swarovski Elements and mother of pearl dials. RRPs for the watches sit between £100 to £250.
The brand has simultaneously launched a campaign with American actress Claire Danes – famed for her roles in the film version of Romeo & Juliet opposite Leonardo DiCaprio and the recent hit TV show Homeland – as Sheen’s UK ambassador.
Danes was selected for her “everyday elegance”, a phrase that Casio is using to promote the Sheen line.
A release from Sheen said: “This new line provides an everyday elegance, combining functionality with beauty. Claire Dane’s sophistication and classic style is echoed in the watch designs throughout the collection, making it the perfect pairing.”
British photographer Amanda de Cadenet show the campaign on location in North Carolina where the current series of Homeland is being shot.
Casio’s UK marketing manager Sarah Salter said: “We are very excited to move into a new arena with the introduction of Sheen and announcement of Claire Danes as the UK ambassador. Her classic style and beauty really reflects everything we were aiming for with the everyday elegance collection.”
The brand will debut in H Samuel stores and a number of department stores and is expected to roll out to wider retailers in the coming months.