G-Shock Marks 35th Anniversary With Music, Cultural Collaborators

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G-Shock unveiled its newest watch designs last week with a big-wattage event targeting Millennial men. This year, the Casio-owned watch firm celebrates its 35th anniversary — a milestone marked by the 100 millionth timepiece sold in G-Shock’s history. To drive longevity and a continued stream of young consumers, G-Shock recently partnered with collaborators tied to various elements of culture: fashion, music, art and social media. Explained senior executive managing officer Shigenori Itoh: “We are always trying to touch a young audience through music, sport, art, fashion and culture — expressing everything through social network sites. We are trying to make G-Shock stronger and stronger to keep this brand position — we are always evolving our technology, material or display. We are always trying to grab a young audience’s mind, and we are always trying to catch a new audience.” Itoh noted that for the past five years, the brand’s sales have grown by “double digits,” although due to various socioeconomic reasons, 2017 sales are likely to fall even with last year. To target a young audience and rope in new consumers, G-Shock rented the Theater at Madison Square Garden to host a performance by members of A$AP Mob, with a DJ set by Virgil Abloh. There,

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