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Rihanna Infuses Trend-Setting Style with the Help of Casio Watches in Latest Music Video
 February 12, 2010

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Joyce Essig/Meghan Kelleher
Coyne PR
(973) 316-1665
jessig@coynepr.com

Melissa Keklak
Casio America, Inc.
(973) 361-5400 ext. 4403
mkeklak@casio.com

FOR IMMEDIATE RELEASE

RIHANNA INFUSES TREND-SETTING STYLE WITH THE HELP OF
CASIO WATCHES IN LATEST MUSIC VIDEO

Colorful Baby-G and G-Shock Mini Styles Star in Fashion-Forward ‘Rude Boy’ Video

DOVER, NJ, FEBRUARY 12, 2010 - Multi-platinum and Grammy Award winner recording artist Rihanna has never been one to shy away from setting a new fashion trend.  From hairstyles to cutting-edge fashion designs, the fashionable superstar constantly inspires the latest trends for the season and Casio America, Inc. is proud to announce that a variety of their Baby-G and G-Shock Mini watches will be front and center in her new video “Rude Boy.” Rihanna joins an impressive list of artists sporting Casio timepieces, including Lady Gaga, Fergie, Jordin Sparks, and Kristinia DeBarge.  

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“Rude Boy” is the latest release from Rihanna’s chart-topping album “Rated R,” which has sold 1.3 million copies nationwide. In the music video, Rihanna turns up the glamour by rocking a plethora of Baby-G styles, as well as sister brand, G-Shock Mini. The watches have been artistically linked into a bracelet to add more volume and style to Rihanna’s wrist, defining a new way the popular watches add to any wardrobe. 

“We are excited to have Rihanna representing Baby-G and G-Shock Mini through her music video,” said Shigenori Itoh, Vice President of Casio’s Timepiece Division. “As a trendsetter in the fashion and entertainment world, Rihanna is the perfect example of style, originality and edge which Baby-G and G-Shock Mini proudly symbolize.”

Rihanna’s mix of R&B edge with pop glam aligns perfectly with the functional style of both the Baby-G and G-Shock Mini lines. In “Rude Boy,” Rihanna adorns three Baby-G models: the hot pink on pink (BG5601-4), the hot pink band with a white face (BG5601-7) and the eye-catching neon yellow on yellow (BG5602-9). With shock resistance and water resistance for up to 100 meters, the Baby-G line is ready to meet the demands of Rihanna’s high-energy performances.  Also equipped with world time in 48 cities and 5 daily alarms, Rihanna can make sure she’s on time and in style no matter where her travels take her.

The two G-Shock Mini models intertwined in Rihanna’s wrist wardrobe add style and functionality to her fashion-forward look. The gloss black with neon pink accents (GMN550-1B) and gloss white with metallic pink dial (GMN691-7B) are as bold as their G-Shock counterparts.  The G-Shock Mini features a shock resistant, classic case shape with visual appeal and full functionality.  The styles are equipped with 100M Water Resistant, 1/00th stopwatch and 48-city world time. 

The Baby-G and G-Shock Mini styles have an MSRP of $79 and are available at www.baby-g.com and www.gshockmini.com for more information on Rihanna’s wrist wonders.

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, digital cameras, 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, www.baby-g.com or http://gshockmini.com