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Casio Baby-G Watches Continue to Shock   by Jason Mills

A much-loved range of ladies’ timepieces from Casio Watches continues to increase its appeal, not least because of the enrolment of some high-profile ambassadors.
Casio Baby-G watches are girls-only models that juxtapose soft, pastel colours with the tough shock resistance employed by the brand’s famous G-Shock watches. They could be seen as the ‘younger sister’ to male G-Shocks, but these durable Casio watches are not to be messed with.
Launched in 1991, Casio Baby-G watches are resistant to most shocks, including hard knocks and strong vibrations. Available in a choice of translucent, mono-tone or rich candy colours, Casio Baby-G watches feature high-gloss aluminum bezels and gem-like protectors. Dials are either digital or a combination of both digital and analogue, evidence of the advances in modern technology that led to the watches’ invention two decades ago. Although predominantly strap watches, a few steel bracelet models are included in the collection.
New Casio Baby-G Watches are introduced every year, keeping the brand fresh and alive with it its target audience of young girls and women. The fashionable flair and feminine colours favoured by the Casio watches have been retained since their inception, ensuring style is always as integral to the design as is their inherent toughness.
In promoting these unique watches, Casio has recently employed the services of some world-famous female pop stars that embody Baby-G’s mix of sassy, streetwise and cute. Brit pop princess Pixie Lott was announced as Casio Baby-G Brand Ambassador in November 2009, endorsing the brand for almost a year. She was even assigned her very own signature watch – the Casio White Star-Studded Baby-G Watch, model BGA-113-7BDR.
Recently taking over the mantle from Pixie is pop’s very own hellraiser Ke$ha, whose rock ‘n’ roll attitude is the perfect fit for Casio Baby-G. Other US megastars who have been spotted wearing Casio Baby-G in their music videos include Rihanna and even pop behemoth Lady Gaga, bringing the already popular Casio Watches to an even wider audience.

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