Stefan Mileschin

The G-SHOCK x New Era Collaboration Celebrates a Combined Brand Heritage of More Than 120 Years

DOVER, NEW JERSEY, AUGUST 7, 2013 – Casio America, Inc. is celebrating the 30th anniversary of their G-SHOCK watch brand through their third collaborative release with globally renowned headwear manufacturer New Era. The GA110NE-9A limited edition timepiece also celebrates the deep heritage of performance synonymous with these iconic brands.

New Era has been manufacturing quality headwear since 1920, becoming the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their minor league affiliates, as well as being worn by a wide variety of other professional sporting associations around the world. Through its authenticity New Era has become a contemporary signature of style with the streetwise, releasing previous collaborations with famed brands such as Kenzo, Vans, DC Shoes, The Hundreds and Hello Kitty, as well as with creatives such as Jermey Scott, Hart & Huntington and Live Nation. This second New Era collaboration with G-SHOCK exemplifies the long-standing performance ethos and athlete following of both heritage brands; 30 years for G-SHOCK, and more than 90 years for New Era.

Adopting the hot-selling XL GA110 analog/digital model the New Era GA110NE-9A takes a resin watch band in G-SHOCK classic black and pairs it with a gold speckled watch case and band corresponding to the iconic black & gold sizing sticker of New Era’s classic 59Fifty cap. With functionality and durability in mind, this Shock and Water Resistant watch also sports G-SHOCK’s Magnetic Resist technology to guarantee ongoing accuracy, an Auto LED Light with Afterglow, 48-city World Time , 1/1000th Second Stopwatch, Countdown Timer and 5 daily Alarms with Snooze Alarm.

To commemorate this significant collaboration, the watch’s collectable packaging has been designed in the form of a New Era cap.

“It is with great pleasure that we announce this third collaborative release with New Era,” said Shigenori Itoh, Chairman and CEO of Casio America, Inc. “Reworking the classic GA110 silhouette, we’ve created a unique timepiece that represents the spirit of both brands in a celebration of aligned heritage.”

The limited edition GA110NE-9A New Era watch will retail for $180 this November through select department stores, select fashion boutiques, key jewelers, and the G-SHOCK NYC Soho store.


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”. This 2013, G-SHOCK is celebrating their 30th anniversary.

About NEW ERA
Established by Ehrhardt Koch in Buffalo, NY, in 1920, NEW ERA has made its name as a maker of baseball caps. Today, every MLB team entrusts the company with the manufacture of its official caps, as do many top artists and apparel brands.

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.casiousa.com.