Casio and Barbie™ Collaborate on Limited Edition G-SHOCK Watch

Casio Computer Co., Ltd. has unveiled a new addition to its G-SHOCK line: a limited edition watch designed in collaboration with the iconic Barbie™ brand. This partnership brings together G-SHOCK’s renowned durability and Barbie’s signature style, resulting in a timepiece that celebrates both toughness and fashion.

The new model, GMA-S110BE, is based on Casio’s GMA-S110 series, known for its combination analog-digital display and robust features. This collaboration introduces a vibrant pink aesthetic, reflecting Barbie’s classic color palette. Each component of the watch showcases varying shades of pink, creating a layered and dynamic visual effect. The Barbie™ logo is prominently displayed at the 3 o’clock position on the watch face, and a heart motif adorns the inset dial at 9 o’clock. Additionally, the band and case back feature depictions of Barbie’s silhouette, adding to the thematic design.

Maintaining G-SHOCK’s commitment to resilience, the watch boasts shock resistance and 200-meter water resistance, ensuring it can withstand rigorous activities. Other functionalities include a double LED Super Illuminator light, five daily alarms, a 1/100-second stopwatch, and a countdown timer. These features make the watch both stylish and practical for daily use.

The GMA-S110BE is priced at $170 and became available for purchase on March 13, 2025. Interested customers can find it at select retailers, G-SHOCK’s official website, and the G-SHOCK Soho store. The watch comes packaged in special edition packaging inspired by classic Barbie™ doll boxes, enhancing its appeal to collectors and fans alike.

Barbie™, introduced in 1959, has long been a symbol of empowerment and self-discovery for generations. This collaboration with G-SHOCK aligns with both brands’ dedication to inspiring individuals to explore their limitless potential. By merging Barbie’s timeless charm with G-SHOCK’s rugged design, the GMA-S110BE offers a unique accessory that embodies both elegance and strength.

The release of this collaborative watch is part of a broader trend in 2025, where pink-themed timepieces have gained popularity. Other brands, such as Oris and Bremont, have also introduced pink models, reflecting a resurgence of interest in vibrant and bold colors within the watch industry. This trend underscores a shift towards more expressive and personalized accessories, catering to diverse consumer preferences.

Casio’s strategic partnership with Barbie™ not only broadens its product offerings but also taps into Barbie’s cross-generational appeal. According to Danielle Thom, curator of the Design Museum’s Barbie exhibition, Barbie’s enduring presence since 1959 has made her a valuable collaborator. She notes that Barbie is associated with qualities like femininity, accessible glamour, empowerment, and friendship, attributes that resonate with a wide audience. Collaborations with such an iconic brand allow companies like Casio to infuse these positive associations into their products.

The GMA-S110BE exemplifies how collaborations can result in innovative products that blend the strengths of both brands. For Casio, this means integrating G-SHOCK’s technical excellence with Barbie’s cultural significance. The watch’s design elements, from the monochromatic pink tones to the subtle branding details, reflect a thoughtful fusion of form and function.