Ministry of Defence joins forces with G-Shock

Keiligh Baker's picture

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.