CASIO to convey ‘real toughness’ in shock-resistant timepieces to young Arab consumers and brand fans

Dubai, UAE, March 5, 2018:  Globally, Casio is celebrating the 35th anniversary of G-SHOCK brand that was first introduced in Japan back in 1983 and since then relentlessly delivered real toughness to G-Shock enthusiasts around the world. In commemoration, Casio Middle East had kicked-off with a long road-show style tour in the Middle East and North Africa (MENA) covering major Arab countries starting from the UAE as a kick-off market. From the Emirates, the tour will make a stop in other markets in the GCC, Levant, and North Africa to highlight the ‘’real toughness’’ of shock-resistant timepieces to all young Arabs, and to G-Shock fans and enthusiasts.

Top executives from Casio Middle East and Casio Japan, led by Managing Director Koji Naka, graced the kick-off celebration held at On42 in Media One Hotel on February 28, 2018 alongside influencers, personalities and rappers, namely, Moh Flow, Freek, Majeed and Menon; DJ's AY and DJ Liutik; MC Big Hass; BMX rider Muhammad Abdulmajeed and Calligraphy artist Diaa Alam. Timepiece Sr. Product Marketing Manager, Mohammed Deiki and Timepiece Deputy General Manager Mahmoud Jabsheh also joined Naka as two distinguished speakers who emphasized the evolution of the brand over the years and its legacy during the event. 

Naka said, “Casio is all geared up for its MENA celebration, which will be highlighted by tours from our team to throw the spotlight on G-SHOCK’s shock-resistant structure based on the ‘real toughness’ concept and how this suits the fast-paced and dynamic lifestyle of many young Arabs today. The tour will start here in the UAE, which is our kick-off market, followed by other markets in the GCC, Levant Arabia and North Africa. This roadshow aims to drive up awareness on why G-SHOCK has maintained industry leadership over the last three decades and a half—showcasing how each timepiece is packed with Casio innovations and technologies, the iconic timepiece consists of fundamental elements that the MENA region will find highly functional and essential.”  

The UAE event came on the heels of a memorable anniversary festivity in New York City where G-SHOCK executives and friends honored the brand’s legacy. Celebrities, actors, and influencers were present during the New York gathering.   

Since the launch of its very first model, G-SHOCK has continued to raise the bar high by leveraging Casio’s commitment to innovations and modern technologies. It has evolved over decades with improved functions and performance in keeping with the needs of contemporary times.  The shock-resistant watch enjoys a wide and loyal following in the UAE and different parts of the globe and the number is growing steadily mainly thanks to its absolute toughness and innovative features.

The development of G-SHOCK began in 1981 with an engineer’s passion to create a rugged watch that would not break even if dropped. Two years and over 200 prototypes later, the first G-SHOCK model, the DW-5000C, featuring an all-new shock-resistant construction, was released in April 1983. It overturned the accepted notion that wrist-watches were inherently fragile and susceptible to shocks, paving the way for a new product category called the “tough watch.” 

The G-SHOCK Red Out Limited edition watches are available at Virgin Megastore, Mall of the Emirates.