G-Shock fans will be happy to hear that the brand has appointed the five-member South Korean girl group and global hit sensation ITZY as official ambassadors for the G-SHOCK brand of shock-resistant watches.

ITZY is a K-Pop group made up of five members from JYP Entertainment Corporation, the same company that created TWICE and NiziU. The members are Yeji, Lia, Ryujin, Chaeryeong, and Yuna. Since making their debut in February 2019, ITZY has received a tonne of love from a large fanbase, especially among adolescent girls and women in their twenties in Asian nations.

G-SHOCK has constantly brought its unmatched shock resistance and distinctive design to partnerships in sports, fashion, music, art, and other fields since the introduction of the first G-SHOCK watch in 1983. The company has been working to extend the market for women’s watches recently, offering smaller versions of popular models and a constantly-expanding selection of smaller watches to meet the demands of customers from all genders..

Casio decided to appoint the band as a brand ambassador because the strong, deeply felt songs and cool performances that give ITZY its stunning charm combine for an incredible match with the G-SHOCK vision, which is defined by the brand concept of toughness.

In order to effectively spread the G-SHOCK worldview to more users, Casio will incorporate ITZY in their upcoming G-SHOCK advertising imagery, a movie, and more in Japan and other parts of Asia.

To find out more about the partnership between G-Shock and ITZY, go here.