Company Announcements

The Limited-Edition GMAS110BE-4A Watch Expresses the Barbie™  Worldview

DOVER, N.J. , March 11, 2025 /PRNewswire/ -- Today, Casio America, Inc., announced the release of the latest addition to the G-SHOCK family of shock-resistant watches. The new GMAS110BE-4A, was designed in collaboration with the Barbie™ brand, which was launched in 1959 as the original girl empowerment brand.

Barbie™ started as a revolutionary idea — a doll that inspired girls to explore their limitless potential. Today, Barbie™ continues to empower self-discovery that unlocks a world of possibilities for tomorrow. The current collaboration grew from the great match this vision makes with G-SHOCK, a watch brand that supports free-thinking, tough women with strength at their core.

The new shock-resistant watch is based on the GMA-S110, which features an intricate, dimensional design achieved by layering small components. The watch has a sleek monochromatic pink color scheme, accented with subtle variations across each component. The Barbie™ logo appears on the band loop and at the 3 o'clock position, and a heart-motif indicator adorns the inset dial at the 9 o'clock position. The band and case back also boast the famous Barbie™ silhouette, further projecting the Barbie™ worldview. The new watch also comes in special packaging inspired by Barbie™ doll boxes, aiming to deliver the same excitement people have always felt when unboxing a new Barbie™ doll.

The new timepiece comes equipped with the following features: 

• Shock Resistant
• 200M Water Resistant
• Double LED (Super Illuminator) Light
• 5 Daily Alarms
• 1/100-Sec Stopwatch
• Countdown Timer

The GMAS110BE-4A ($170) will be available for purchase on March 13th at select Retailers, gshock.com, and the G-SHOCK Soho store. For more information about the G-SHOCK brand, visit gshock.casio.com/us.  

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 its launch, G-SHOCK has continued to evolve, continuing to support on Mr. Ibe's mantra "never, never give up." www.gshock.casio.com/us/   

About Barbie™

The world-famous doll Barbie™ has a history of over 65 years. With a legacy of empowerment, Barbie™ has and continues to inspire stories for generations of fans. Bringing out the inner child and inner optimist in all of us, she transcends generations, connecting with fans of all ages. From the toy box into our hearts, Barbie™ forms an unbreakable bond. What started as a revolutionary idea—a doll that inspired girls to explore their limitless potential—has become more than a doll; she has become a lifestyle, a movement to live more joyfully.

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.casio.com/us/  

FOR MEDIA INQUIRIES CONTACT:
5WPR
gshock@5wpr.com  

Sue VanderSchans / Cecilia Lederer
CASIO AMERICA, INC.
(973) 361-5400
SVanderSchans@casio.com
clederer@casio.com

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SOURCE Casio America, Inc.