Casio Computer Co., Ltd., a leading multinational electronics company, has recently appointed the South Korean girl group, ITZY, as the official ambassador for its G-SHOCK brand of shock-resistant watches. The group, composed of five members, including Yeji, Lia, Ryujin, Chaeryeong, and Yuna, from JYP Entertainment Corporation, has gained immense popularity across the globe since its debut in February 2019. The group is particularly popular among teenage girls and women in their twenties in Asian countries.
The G-SHOCK brand of shock-resistant watches has been a popular choice for customers worldwide, owing to its unique design and unparalleled shock resistance since its launch in 1983. The brand has been consistently collaborating with various fields, including sports, fashion, music, art, and others, to further strengthen its market position. In recent years, G-SHOCK has been working to develop the market for women’s watches with downsized versions of popular models and an ever-expanding lineup of more compact watches to cater to the needs of users across the gender spectrum.
The powerful and expressive music of ITZY, combined with its cool performances, resonates with the G-SHOCK brand’s concept of toughness. Thus, Casio has decided to sign ITZY as the brand ambassador to appeal to young women, in particular, and more users in Japan and other parts of Asia. The company plans to feature ITZY in G-SHOCK advertising visuals, a movie, and more to effectively convey the brand’s worldview to its target audience.
Regarding the appointment of ITZY as the brand ambassador, the group has commented, “All in us! ITZY has become a global ambassador for Casio G-SHOCK! Join us and witness the unstoppable G-SHOCK and ITZY’s new look!”
The collaboration between Casio’s G-SHOCK and ITZY is also evident in the choice of watches worn by the girl group. ITZY has been spotted wearing G-SHOCK’s GM-S2100, GM-S5600, and GM-S110 models. The GM-S2100, based on the GMA-S2100, is a smaller, slimmer version of the GA-2100 and employs a stainless-steel metal bezel, while keeping the iconic octagonal form. The GM-S5600 presents the iconic form of the very first G-SHOCK, the DW-5000C, in a smaller size designed to fit slimmer wrists. The GM-S110 is a mid-size version of the GA-110, a digital-analogue combination G-SHOCK featuring a distinctive dimensional dial.
ITZY’s popularity on social media platforms, including Instagram, TikTok, and YouTube, has been immense, with followers exceeding millions. The group’s official website offers more information on its achievements, music, and upcoming events.
The appointment of ITZY as the official ambassador for Casio’s G-SHOCK brand of shock-resistant watches is a strategic move to appeal to the younger generation and especially women in Japan and other parts of Asia. With ITZY’s tremendous popularity and influence, Casio hopes to increase its market share in the women’s watches category, further strengthening its brand position. The collaboration between G-SHOCK and ITZY is set to create a significant impact on the market and appeal to fashion-conscious customers worldwide.