Ministry of Defence joins forces with G-Shock

In one of the more unusual partnerships to be announced so far this year, the Ministry of Defence is joining up with Japanese consumer electronics brand Casio to launch a new range of high-end watches.

The G-Shock collection, which will launch in March 2020, will consist of three separate watch designs "encapsulating the distinctive attributes of the Royal Navy, British Army and Royal Air Force" - and with prices ranging from £250 to £800.

Jennifer Kelly, senior brand manager at Casio, said: "G-Shock is an unbreakable timepiece built from a Never Give Up philosophy that makes us the perfectly equipped to support our servicemen 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 from the Ministry of Defence said: “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 licensing deal was brokered by IMG.