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Baby-g Steps Up Style with Fall Timepiece Launch
 August 7, 2013


FOR IMMEDIATE RELEASE

BABY-G STEPS UP STYLE WITH FALL TIMEPIECE LAUNCH

New Baby-G BA110, BA111 and BA112 Collections Keep "In Time" with Casio XL Favorite

DOVER, NJ, August 7, 2013 Casio Baby-G is growing up with a new collection of timepieces inspired by its analog and digitally-dynamite ”big brother,” G-Shock. Fashioned with G-Shock’s hallmarks in toughness and durability, these watches will shock and delight wearers with a look of strength that is synonymous with Baby-G, but with a more sophisticated n edgier design to fit the lifestyles of the newest millennial tastemakers.

This fall, Baby-G will be trading in pastels and brights for a three-fold/multi-month debut of the BA110, BA111 and BA112 collections, which complement G-Shock’s standout XL GA110 line in nine distinctly feminine colorways. First to launch in September, the BA110 model(s) will feature a lightweight, glossy resin band in four fashionable hues of black, white, platinum and matte translucent, casting a spotlight on the large watch face brushed in striking gold, rose gold and silver metallics. Next in line to launch in October, the BA111 collection adds three high-intensity, monochromatic models in pure white, champagne and gold. Finally, November’s debut of the BA112 will showcase two jewel-toned gems in cobalt blue and magenta, complete with vibrant multi-colored dials.

The timepieces are each equipped with a layered 3D metallic face, along with gear motif hands, which nod to the sophisticated styling cues of industrial design. Women can bring class to work with the white/rose gold and versatile neutrals and clock out to take on the night with the black/gold, platinum/silver, and multi-tonal versions. Streamline the stronger looks with just the watch around the wrist and a chic, gold or silver-accented pony tail holder to secure sleek, long locks. Alternately, dress up a classic LBD with a pop of gold or platinum or mix the metals with some pearls - to make a traditional lady-like look much more fierce.

We’re thrilled to take this step with Baby-G and channel the popularity and magnetism of G-Shock for the stylishly strong, modern woman,” said Marie Yoshizawa. “We’re definitely moving in a new direction with this line, but we’re excited to play with novel design elements, embrace glam and metallic treatments, and experiment with color to capture that contemporary look the high-fashion world has taken by storm.”

Even in mirroring the aesthetic of G-Shock’s GA110 model, the watch stays true to Baby-G’s signature functionality and strength with a shock resistant, 100 meter water resistant structure, an LED backlight, 48-city world time, three multi-function alarms, 1/100th second stopwatch, countdown timer, and 12/24 hour time formats. This timepiece blends style and performance seamlessly, appealing to the on-trend types, function-over-fashion females, and those one in the same.

“We’re gearing up for one of our most anticipated Baby-G launches and are expecting our customers to embrace them,” said Shigenori Itoh, Chairman & CEO of Casio America. “G-Shock roll-outs have always been met with great reception, so taking that applauded design into our own product portfolio was an easy decision. The look is strong, but chic and fashion-forward at the same time - just like our Baby-G loyalist!”

The BA110, BA111 and BA112 model(s) will hit shelves beginning in September through November at select Nordstrom, Bloomingdales and Macy’s stores for an MSRP of $120. Please visit www.baby-g.com for more information.

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About G-SHOCK
CASIO’s shock-resistant G-SHOCK watch is synonymous with toughness, born from the developer Mr Ibe’s dream of ‘creating a watch that never breaks’. Over 200 handmade samples were created and tested to destruction until finally in 1983 the first, now iconic G-SHOCK hit the streets of Japan and began to establish itself as ‘the toughest watch of all time’. Each watch encompasses the 7 elements; electric shock resistance, gravity resistance, low temperature resistance, vibration resistance, water resistance, shock resistance and toughness. The watch is packed with Casio innovations and technologies to prevent it from suffering direct shock, this includes internal components protected with urethane and suspended timekeeping modules inside the watch structure. Since it’s launch, G-SHOCK has continued to evolve, continuing to support on Mr Ibe’s mantra “never, never give up”. This 2013, G-SHOCK are celebrating their 30th anniversary.

About Casio America, Inc.
Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world’s leading manufacturers of consumer electronics and business equipment solutions. Established in 1957, Casio America, Inc. markets calculators, keyboards, mobile presentation devices, disc title and label printers, watches, cash registers and other consumer electronic products. Casio has strived to realize its corporate creed of “creativity and contribution” through the introduction of innovative and imaginative products. For more information, visit www.casiousa.com.