G-Shock Announced As An Official Partner To The Ministry Of Defence
Press Release / 07.03.2019
New Limited Edition Watch Models Available Early 2020
Today, G-SHOCK and the Ministry of Defence announced a new partnership, positioning the watch brand as an official partner to the Ministry of Defence and HM Armed Forces.
The collaboration will see the launch of a bespoke collection of G-SHOCK watches from the brand's iconic Master of G product category. Covering sea, land and air the timepieces correspond to the Ministry of Defence's Services: Royal Navy, British Army and Royal Air Force.
Ready for any adventure and the harshest of conditions, the Master of G collection is comprised of watches that will stand against the toughest of terrains. Equipped to resist the elements faced at sea, on land and in the air. Thermometers, altimeters, digital compasses, GPS, and various other features give the Master of G collection a quality assurance that any service man or woman would be confident to have on their wrist.
The first models from the G-SHOCK Master of G collection will be released in early 2020 and will be available from G-SHOCK UK directly (www.g-shock.co.uk), and will be listed in leading jewellers and watch retailers across the UK and around the world.
Jennifer Kelly, Senior Brand Manager, Casio, commented: "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 exclusive licensing representative, added: "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."
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."
Built from a mission by creator Mr. Ibe to create the unbreakable watch, G-SHOCK is the watch that stunned the world with a concept for toughness that defied conventional watchmaking logic. G-SHOCK creates technologically advanced watches that can resist gravity, freezing temperatures, high water pressure and magnetic fields, watches built to last forever through a constant pursuit of toughness. Launched in 1983, G- SHOCK celebrated its 35th Anniversary in 2018 and its watches have sold over 100 million in over 100 countries during that time. Alongside its classic offering, G-SHOCK launched its Premium range in 2011. The G- SHOCK Premium collection uses the highest standards of engineering and rigorous testing at its design centre in Yamagata, Japan, to ensure that every piece remains true to the original concept, whilst a combination of fine materials and styling deliver the ultimate in luxury timepieces.
About Ministry of Defence
The Ministry of Defence (MOD) is the British government department responsible for implementing the defence policy set by Her Majesty's Government for the United Kingdom of Great Britain and Northern Ireland. It consists of the Royal Navy, British Army and Royal Air Force. https://www.gov.uk/government/organisations/ministry-of-defence