G-Shock launching new line of colorful models sized to fit women

Smaller than the classic G-Shock models, the new GM1-S110 and the GMD-S6900 styles will feature updated colors and prints. The former, available in six colors, boasts LED backlight function, five alarms, stopwatch, timer and word clock. The latter comes in nine colors and has an EL backlight, three alarms, a countdown timer, and 48-city world time.

“This is the first time in the brand’s 31-year history that a series of models have been designed specifically for female consumers,” said David Johnson, Vice President of Casio North America. “We’ve reduced the case size and strap of our two most popular models for a more comfortable fit and created color patterns that are geared towards fashion forward female,” he added. 

The ad campaign and short film for the new collection was shot by up-and-coming photographer Maciek Kobielski and stars Danish model (and Victoria’s Secret star) Josephine Skriver. Prices for the new watches will range from $99 up to $130 when they hit G-Shock stores in September.