G-SHOCK is Official Partner to the Ministry of DefenceBy Ken Kessler
A great month for those who love military watches: if the escalating prices of vintage models are off-putting, and the official Ministry-of-Defence-sanctioned watches just revealed by Bremont are also a bit too dear for one’s budget, Casio has the solution. The now-legendary G-SHOCK also boasts the kudos of being MoD-approved.
G-SHOCK and the MoD have announced a new partnership, which, thanks to this tie-in, allows Casio to identify G-SHOCK as “Official Partner to HM Armed Forces” and “Official Partner to the Ministry of Defence”. Having celebrated its 35th anniversary in 2018 and accounted for over 100 million sales, the G-SHOCK has fans worldwide and this new partnership adds to the appeal.
A quartz alternative to Bremont’s mechanical chronometers, the watches resulting from the Casio/MoD collaboration will be expressed in a “bespoke collection of G-SHOCK watches from the brand’s iconic Master of G product category”. Like the Bremont arrangement, the G-SHOCKs will represent sea, land and air forces, corresponding with the Royal Navy, British Army and Royal Air Force.
G-SHOCKs are unusual in that they are among very few quartz-powered timepieces with cachet for enthusiasts. Having developed a cult, Casio has elevated G-SHOCK with the Master of G collection, beefy models designed to survive the worst conditions and the toughest of terrains – the SUVs of the watch world. Addressing the three M.O.D. services and the need to “resist the elements faced at sea, on land and in the air”, the G-SHOCKs feature thermometers, altimeters, digital compasses, GPS and other utilities needed by troops in the field.
Casio will release the first models from the G-SHOCK Master of G collection in early 2020; they will be available directly from G-SHOCK UK, as well as through traditional UK jewellers and watch retailers. As Britannia remains cool, these spiritually British watches will also be sold around the world.
Says Jennifer Kelly, Senior Brand Manager, Casio: “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 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 and 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.”