Casio drives into fashion space with new G-Shock

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Casio is continuing to attack the red hot mid-market fashion watch sector with the aim of pushing labels like Michael Kors into retreat.

Casio Sheen is burnishing its street appeal among younger shoppers thanks to a promotional deal with The Saturdays girl group.

In the male market, a new G-Shock is being launched that has been created in collaboration with menswear designer Matthew Miller. The partnership comes hot on the heels of Casio sponsoring London Collections: Men, the equivalent of London Fashion Week for Men in June.

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The new G-Shock, the G’Mix comes with Bluetooth technology that allows it to connect to a music app of the same name on a smartphone.

The combination of the watch and the app means wearers can control audio settings, add live effects that simulate concert sound, and identify the names of songs from music playing nearby.

The £250 watch has a solid silver clasp, and is engraved with Miller’s signature MM. The designer has also worked on the style of the packaging. The watches are sold as a package with headphones from Urban Ears.

The positioning suggests Casio is aiming for mass market appeal, but production of the G’Mix is initially limited to just 50 models that can only be bought from Harrods, Oki-Ni, matthewmillermenswear.com, casioonline.co.uk, G-Shock East and Casio London.

It goes on sale at the end of October.

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