Lifestyle

Casio ties up with HUF to launch skateboard inspired G-Shock

New GD400HUF-1 exudes toughness and street chic in action-inspired design

 

Casio Middle East announces the regional roll-out of the unique GD400HUF-1 timepiece across points of sale in the GCC. This unique G-Shock is a collaboration between Casio G-SHOCK and HUF, renowned maker of streetwear and skateboard fashion, who joined hands to bring out the new collaborative time piece (GD400HUF-1), which celebrates their shared principles of rebellion from mainstream, perseverance and a passion for craftsmanship.

 

The limited edition HUF timepiece is built on the platform of the skateboarding-inspired GD400 with its bold metal face protector, extra tough lug band attachment, and super illuminator LED.  The collaboration firms up this association and brings with it a streetwear touch with an etched band inspired by “cracked concrete”, an all-over black out colourway with black IP metal parts, and the HUF logo etched on case back and appearing in the LCD display when the light is activated. Additional functionality includes 48-city world time, 5-daily alarms, countdown timer, stopwatch as well as military 24-hr time format option. Standard with Casio G-SHOCK toughness, this vital timepiece is Shock and 200-meter Water Resistant.

 

“The new GD400HUF-1 is designed to appeal to youngsters and lovers of the all action life across the region. Streetwear and skateboarding form a vital part of youth culture today and Casio G-Shock’s legendary qualities of endurance, extreme toughness and style should play extremely well with customers across the region,” said Tsuneo Nagai, Managing Director, Casio Middle East.

 

Driven by the ideals of self-expression and the freedom for individual belief, HUF’s mission parallels those of the Casio G-SHOCK brand. The long-term bond between the brands spans decades complementing one another through various avenues of creativity and culture, bridging together the most respected in skateboard, street wear and sneaker communities. This relationship ultimately led to a timepiece that excels in durability and functionality that withstands the environments that they’re built for.

 

For HUF’s new collaboration with G-SHOCK, the desire was to create a custom piece that was not only both timeless and wearable, but also spoke to the heritage of both brands. By utilizing G-SHOCK’s durable GD400 model, HUF was able to produce a watch that could withstand the shock and stress of skateboarding. The signature HUF Quake pattern etched into the band speaks to the brand’s original San Francisco-street roots. All blacked-out and highlighted by a HUF green LCD backlight, the watch is a clean and classic piece for anyone and everyone.

 

“I used to skate for G-SHOCK back in the day and we always carried their watches at our original HUF shops in San Francisco and Los Angeles, so I was very happy when the opportunity arose to work together on a project that would speak to both our brands through one collaborative piece,” stated Keith Hufnagel, HUF founder.

 

“Since the inception of G-SHOCK, we have been committed to finding like-minded brands and HUF is one of them,” said Shigenori Itoh, Chairman and CEO of Casio America, Inc. “The partnership between us is a true testament to what both our brands stand for and the skate industry that we support. As one of the top brands within the skate sector that has a unique lifestyle connection, it was only fitting that we partner to create a dual-branded timepiece. HUF’s dedication to developing innovative and dynamic products that are durable and can withstand the most uncompromising situations is the perfect match for G-SHOCK, the toughest watch on the market. We look forward to the release of the latest tie-up launching this spring.”

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