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Ministry of Defence leverages brand equity with Casio watch partnership

Ministry of Defence leverages brand equity with Casio watch partnership

The Ministry of Defence is to bring new meaning to the term armed service after partnering with Japanese consumer electronics brand Casio to launch a new range of high-end watches in March 2020.

The G-Shock collection will comprise of three separate watch designs encapsulating the distinctive attributes of the Royal Navy, British Army and Royal Air Force, with prices ranging from £250 to £800.

Jennifer Kelly, senior brand manager at Casio, said: "G-Shock is an unbreakable timepiece built from a Never Give Up philosophy that makes us the perfectly equipped to support our servicemen both on and off-duty. We are already the watch of choice for many in the Armed Forces and look forward to strengthening our relationship further through this new partnership."

A spokesperson from the Ministry of Defence said: “The Ministry of Defence is pleased to be working with Casio to launch a range of Royal Navy, British Army and Royal Air Force bespoke G-shock watches, which will reflect the individual qualities and personalities of each of the three services.”

The licensing deal was brokered by IMG.

The MoD began the year with a spirited defence of its 'Snowflake' recruitment camapaign following a backlash.

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