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Ministry of Defence leverages brand equity with Casio watch partnership

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By John Glenday, Reporter

March 7, 2019 | 2 min read

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.

Ministry of Defence

Ministry of Defence leverages brand equity with Casio watch partnership

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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