Store will open on June 24 and will carry limited-edition lines.
G-Shock will open a store on Dray Walk at east London’s The Old Truman Brewery on June 24.
Casio is hoping to set the store up as a hub of underground talent and will use the space to display installations from emerging artists and designers, alongside G-Shock’s basic product range and limited-edition models, including the new Hyper Complex collection.
In honour of the new opening, G-shock has collaborated with online boutique Collect London to create a new line of limited-edition watches and T-shirts. Inspired by the Folk Fantasy theme of Collect London’s spring collection, the pieces will be entirely unique, with each of the 100 T-shirts being individually hand printed, featuring a number and personal signature.
At an event to celebrate the opening, G-Shock announced that it will be working with the newest season of Britain’s Next Top Model to market its latest collection of Baby G watches. Singer Pixie Lott has already been signed as a face for the campaign.
It also announced a tie-in with the RAF skit team to publicise its aviation line. Every pilot who passes through the RAF, about 30 fighter pilots each year, will now be given a G-Shock watch.
Casio is planning to open another store in west London later this year, but is yet to find the premises. The brand’s store on the city’s Carnaby Street closed in February after trading in the same spot for 12 years.
Casio senior consumer marketing executive Sarah Earlam said: “We are just looking for a nice West End store, but we are concentrating on the East End right now. G-Shock is our most popular brand at the moment and quite popular with guys in the East End. They are our target demographic.”