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Selfridges pop-up steps up Casio Baby-G relaunch

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Casio’s relaunched Baby-G fashion watch brand is the subject of its own pop-up at London’s Selfridges for the next three weeks.

The full AW15 Baby-G range will be on display at the department store along with new watches launched as part of a collaboration with fashion label Sibling London, that was revealed at London Fashion Week.

Casio relaunched its 21-year-old Baby G brand this year and has been heavily marketing its modern cool through fashion channels.

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Casio launched the new watches, a limited run of 200 pieces incorporating Sibling’s signature polka dot and leopard print motifs, at the store over the weekend, celebrating with a set from Sibling’s very own, DJ Cozette McCreery.

Some of the girls that Baby-G has been working with as part of the brands Pretty Tough Girls campaign will also be taking part in activities at the pop-up including DJ Lily Mercer (who will be performing a set on Thursday 1 October, 7-9pm) and DJ Siobhan Bell (Friday 9 October 7-9pm).

Jennifer Kelly, Casio’s senior consumer marketing manager, said: “We are excited about this recently revamped and re-launched fashion timepiece brand, which really taps into the fashion world’s current 1990s nostalgia.

“The Baby-G campaign is focused around PR, social media and online advertising to really resonate with Baby-G’s target audience of young women aged between 19 and 25. With sales of other leading fashion watch brands in decline, Baby-G is perfectly poised to take over once again as the market leader.”

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