G-Shock Launches New Line Geared Toward Fashion-Forward Women

After 30 years of existence, sports- and outdoor-friendly watch maker G-shock is now revealing its first collection targeted to women.

The Casio-manufactured brand’s new line will be called G-Shock S Series and will have color, sizes and designs that are appealing to a “fashion-forward female that is looking for an accessory to complement her modern and active lifestyle,” Casio North America president David Johnson tells Women’s Wear Daily.

Victoria’s Secret model Josephine Skriver is the face of the campaign, which will soon include a short film, and shows how the watch fits in with forms of fashion.

G-Shock sees the addition as a way to reach new consumers to keep for future sales. For the S Series line, the size of the watches have been reduced for two styles that range from $90 to $130. The GMA-S110 has a world clock, five alarms and comes in six color styles. The GMD-S6900 has a 48-city world clock, three alarms and comes in nine color styles. Both have a backlight.

You can buy S Series’ items beginning in September at jewelry stores, G-Shock’s SoHo and Manhattan locations and online.