Casio launches new flagship store with fresh and unique concept

Watch brand Casio has unveiled a new flagship store with a fresh and unique concept.

It revealed the new brand concept in its flagship store which is located in ION Orchard Singapore on 23 May, in tandem with its 40th anniversary celebrations of G-SHOCK.

As a brand that seeks to be the platform to bridge and rekindle the connection between the local community of watch enthusiasts and contemporary art, Casio also featured centerpieces created by local artists and made them available at selected G-SHOCK stores. These stores will also carry a wider line up of G-SHOCK watches which includes MRG series, limited edition models and new launches.

Don't miss: Casio appoints K-pop group ITZY as G-SHOCK's new ambassador

Consumers can also look forward to an in-store sculpture situated in the ION Orchard flagship store. Sculpted by Singaporean artist Jahan Loh, “Five Tiger Generals” features a metal half-body bust fronted by a face of CASIO’s iconic watch and its rounded bezel.

Especially for the launch, G-SHOCK introduced its latest lineup of the G-SQUAD sports line which is designed for everyday wear, the DW-H5600 series.

G-SHOCK has also revealed a series specially for its 40th anniversary, called the 'RECRYSTALLIZED' series. It is a collection of three limited-edition models, with the backs of all three models bearing engravings of the 40th anniversary logo designed by Eric Haze. The engraving of a star symbol present in the lower left button distinguishes these timepieces as special models.

The news comes just shortly after Casio announced the appointment of K-pop group ITZY as G-SHOCK's new ambassador. According to a statement by the brand, Casio featured ITZY in advertising visuals as well as a movie in a bid to effectively convey the brand’s worldview as well as to appeal to younger women in particular.

On G-SHOCK's YouTube channel, the group announced its appointment as the brand's ambassador, commenting, "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!" 

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