G-SHOCK Opens New Store in Soho

G-SHOCK is opening its flagship store in New York City's prime shopping district of SOHO, on West Broadway. The G-SHOCK store pays tribute to its innovative design and reputable heritage by displaying a timeline of the timepieces released over the brand's 30 year history, offering limited edition collaborative product available only at the shop as well as current inline models.

Casio's G-SHOCK team worked to define what the space should look like, what the consumer should be introduced to, and how to best make synergy between a retail establishment and a showroom--all while communicating the core DNA of G-SHOCK: Tough, Durable and Functional.

The two level retail space echoes the unique attributes the brand is known for: the first floor will be devoted to the retail space while the second floor will be used to showcase the current collaborations. Throughout, walls are adorned with art by world-renowned graphic artist, Eric Haze and plastered with original rock fixtures. The space will have a street-wear influence with enough elements conveying the toughness and technology the brand has to offer creating a perfect environment for fans and consumers alike to experience just what the G-SHOCK brand represents.

The focus of the store is to offer customers an immersion in the brand--what it represents, why toughness is important in a timepiece and how new technologies can improve the overall performance and feature sets of a watch.

Each season, G-SHOCK will showcase their assortment of products available; including store limited styles along with some selections from their Baby-G, ProTrek and Edifice watch lines.

Casio currently has over 300 stores worldwide. The introduction of a flagship store in the United States was a global initiative, and the heart of downtown NYC, SOHO, is truly the destination for all global fashion brands and the perfect next step for G-SHOCK.

The store opened its doors on November 28(th) with a small cocktail reception in the store. Today the store is officially open to the public.

G-SHOCK SOHO
454 West Broadway
New York, NY 10012

About Casio America, Inc.
Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world's leading manufacturers of consumer electronics and business equipment solutions, established in 1957. Casio America, Inc. markets calculators, keyboards, digital cameras, business projectors, disc title and label printers, watches, cash registers and other consumer electronic products. Casio has strived to realize its corporate creed of "creativity and contribution" through the introduction of innovative and imaginative products. For more information, visit www.casiousa.com