Inside G-Shock’s leap into luxury

7 months ago 25

G-Shock, Casio’s iconic brand known for its durable and affordable watches, is undergoing a dramatic transformation under the leadership of Casio’s new vp of North America, Shermeen Greenmun, who joined the brand a month ago. With experience at Bucherer, Omega and Grand Seiko, Greenmun is strategically pushing G-Shock into the luxury market by leveraging entertainment and sports partnerships.

Casio introduced the G-Shock brand in 1983 with a mission to create the world’s toughest watch. Engineer Kikuo Ibe designed the watch to withstand the a fall from a building and replicate the bounce of a basketball.

Casio Computers Ltd., which encompasses the timepieces division reported $430 million in sales in its latest full-year results, in March. Timepieces accounted for $250 million of those sales, growing 111% year-over-year. The brand sold 1.8 million G-Shock units.

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