G-Shock’s Master of G watches are already known for their indestructibility against all elements that can be thrown at them over sea, land and air.
Now the watchmaker has secured a deal with the British Ministry of Defence that allows it to launch a range of timepieces that adopt the insignias of the Royal Navy, Royal Airforce and British Army.
A spokesperson for the MoD stated that “the Ministry of Defence is pleased to be working with Casio to launch a range of Royal Navy, British Army and Royal Air Force bespoke G-shock watches, which will reflect the individual qualities and personalities of each of the three Services.”
The agreement is similar to one announced by Bremont in February, but G-Shock watches will be more affordable.
Jennifer Kelly, senior brand manager at Casio, says: “We are thrilled to be working as an official partner to the Ministry of Defence. G-SHOCK is an unbreakable timepiece built from a ‘Never Give Up’ philosophy that makes us the perfectly equipped to support our servicemen and women both on and off-duty. We are already the watch of choice for many in the Armed Forces and look forward to strengthening our relationship further through this new partnership.”
Tim Smith, senior licensing director for IMG – the MoD.’s licensing representative, adds: “Known as the world’s toughest watch brand, Casio’s G-SHOCK watches are built to last and resist the elements, which are qualities that are strongly aligned with the Ministry of Defence. Working with them, we are confident that the unique identities and attributes of each of the three Services will be perfectly captured in this new collection. This is a very exciting collaboration and we are looking forward to the watches launching next year.”
The first watches are expected to launch next year, and will have functions such as thermometers, altimeters, digital compasses, GPS.