G-Shock announced as official partner to Ministry of Defence

G-Shock is working on a collection of watches inspired by the Royal Navy, British Army and Royal Air Force as part of a new partnership with the Ministry of Defence and the British Armed Forces.


G-Shock

The collection of bespoke watches will launch in early 2020 in the watch brand’s UK stores as well as in various jewellery and watch retailers across the UK and around the world.

The watchmaker said the range will be part of its Master of G product category, which brings together a number of timepieces designed to resist the elements faced at sea, on land and in the air.

The new collection will be equipped with thermometers, altimeters, digital compasses, GPS, and other features.

“We are thrilled to be working as an official partner to the Ministry of Defence,” commented Jennifer Kelly, senior brand manager of Casio. “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.”

A spokesperson for the Ministry of Defence added: “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.”

With a mission to sell the “world’s toughest watch”, G-Shock has also recently hosted  a photography exhibition at its London Carnaby Street store as part of its ‘Never Give Up’ campaign.

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