Tonight’s launch will also see new collaborative watch unveiled.
Casio is set to open a brand new G-Shock standalone store in London’s Covent Garden, following the opening of a store in East London, close to Brick Lane.
The store, which is situated at 51 Neal Street, on the Seven Dials in Covent Garden, will house men’s G-Shock watches and new watches for 2011, including a special collaboration with Krink – better known as Craig Costello – a New York graffiti artist recognised for his paint drip effect art, often found decorating mailboxes in New York City.
Costello says of the new watch: "The design is really simple and I’m very happy with the way it turned out. The matte silver looks great next to the full mirror face. They had to dig really deep to find the matte silver finish. Casio must have sent me 25 samples of different silver watches, and then only a small portion of those finishes were available for this model watch, finally we found something that I liked and could be applied to this watch."
"My favorite part is the clean face. I took out all the technical type, so it’s super clean; a G-Shock first! I sneaked it past them, as they initially advised me not to do it. I have a feeling future collaborations will ask for the same, as the type was really small and very distracting without adding much to design or functionality", explained Costello, of the clean, simple design.
Casio describes the new watch as "the cleanest look G-Shock has ever produced." Known as the the DW6900KR-8 the watch has a metallic matte silver finish and for the first time in G-Shock history, the watch will bare a full mirror face and LCD display. Each G-Shock Krink timepiece has a custom-made “silver on silver” commemorative tin for its collectors.