Bangkok, Thailand – Central Marketing Group (CMG), the official distributor of CASIO watches in Thailand, announces its continued expansion in the Thai wristwatch market. The latest initiative is the launch of the G-STEEL GM-2110D Metal Series, featuring world-renowned Muay Thai fighter “Superbon Singha Mawynn” as its new Brand Ambassador in the “TOUGH LIKE YOU” campaign.
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The “TOUGH LIKE YOU” campaign aims to reflect the image of strength, durability, and style. CMG chose “Superbon,” an athlete who embodies determination, power, and success, to inspire the new generation, especially sports enthusiasts, to push their limits.
The G-STEEL GM-2110D Metal Series represents a perfect blend of G-SHOCK’s toughness and the elegant design of a metal case. It caters to various needs, from everyday wear to special occasions, and is available in five colors: blue, black, silver, green, and orange.
Mr. Kikuo Ibe, the engineer who designed G-SHOCK, spoke about the origins of G-SHOCK and this new G-STEEL model: “Currently, the G-SHOCK customer base is vast, so I think G-SHOCK should adapt to users of all ages and lifestyles, just like changing clothes. This is to ensure G-SHOCK fans continue to support us. Therefore, we wanted a new G-SHOCK that can be worn with a suit to erase the old image that G-SHOCK is only suitable for casual looks. Our goal was a Full Metal G-SHOCK, so I and a team of 8 young engineers started this project.”
“One challenge was how to absorb shock in a metal case without an external guard. As the project leader, I had to constantly motivate the team. I told them, ‘If you can’t do it, no one can.’ ‘Only you can make it happen.’ ‘You are the ones who will make history with Metal G-SHOCK.’ I used every word to inspire them until one day, I blurted out, ‘If we can produce this watch, reporters will definitely come to interview us, and we’ll be in a magazine together.'”
“I tried very hard to make it happen, even though what I said had no basis in reality. But that was the only way I could motivate the team. Finally, after more than a year of experimentation, the Metal G-SHOCK was completed with the efforts of everyone on the team and launched in 1996. The design of the bumper was inspired by car suspension systems. At first, I was worried it wouldn’t sell well, but it turned out that the watch sold out on the first day. That was a very good start, and my biggest concern was whether reporters would come to interview us, which they did. I felt very lucky. This is a photo of our team at that time. The goal of MR-G is to blend Japanese tradition with new innovations in metal watches. I hope G-SHOCK will continue to evolve.”
CMG Invests 20 Million Baht to Drive Year-Round Campaign in Thailand
The marketing plan for G-SHOCK from late this year to 2025 will focus on using Brand Ambassadors whose DNA aligns with the brand to reinforce its strengths and convey a lifestyle that resonates with the target audience. The focus will be on marketing through FAMS (FASHION, ART, MUSIC, SPORT) to create deep and continuous engagement with the brand and reach new target groups, especially the new generation interested in sports and durable watches. This also includes developing new watches that utilize cutting-edge technology to meet user needs.
With a reputation as a symbol of limitless strength and recognition worldwide for over 43 years, G-SHOCK has become a leader in the watch market. Thailand is one of the main markets for G-SHOCK in Asia, prompting Central Marketing Group, under Central Retail, to continuously penetrate new market segments.
Ms. Jitrudee stated, “Sports enthusiasts are a high-potential market, especially in an era where people are increasingly prioritizing health and outdoor activities. We see growth opportunities in this group as they demand products they can use in all situations, including durability and stylish designs, which are the strengths of G-SHOCK. Therefore, we launched ‘Superbon Singha Mawynn,’ the world champion kickboxing featherweight, as the Brand Ambassador for the G-STEEL GM-2110D Metal Series. He clearly represents the core values of the brand: strength, endurance, and outstanding style.”
“This aligns with the strengths of G-SHOCK watches, which are durable and ready for any situation, through the new campaign ‘TOUGH LIKE YOU.’ The new brand ambassador, ‘Superbon Singha Mawynn,’ a successful and disciplined athlete, will convey the story, inspiring the target audience and adding credibility to the brand.”
CMG has invested approximately 20 million baht in marketing campaigns throughout the year, starting this quarter. The new “TOUGH LIKE YOU” campaign will drive change in the market throughout this quarter, aligning with the trend of metal watches in Thailand, which is showing an upward growth trend, while resin strap watches have stable growth.
“The iconic G-STEEL GM-2110D Metal Series is a perfect blend of fashion and G-SHOCK’s signature toughness. The metal case has an elegant and durable design, suitable for both everyday use and special occasions. This meets the needs of both functionality and distinctive style,” Ms. Jitrudee added.
In addition, the company has partnered with ONE Championship, a world-class martial arts platform with a strong fan base, to build relationships with sports enthusiasts, which aligns with the sporty and durable character of G-SHOCK. In the last quarter of this year, the company expects to see results from the campaign and collaborations with partners continuing until the end of next year. The company plans to organize marketing activities through various campaigns that will reach customers across the country to create a clear and memorable experience with the G-SHOCK brand.
Discover the iconic G-SHOCK G-STEEL GM-2110D Metal Series at leading department stores, authorized dealers, or online at https://www.casio.com/th/
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