Special Watch Expresses the BarbieTM Worldview

Dubai, March 20, 2025 — Casio Computer Co., Ltd. announced today the release of the latest addition to the G-SHOCK family of shock-resistant watches. The new GMA-S110BE was designed in collaboration with the BarbieTM brand, which was launched in 1959 as the original girl empowerment brand.

BarbieTM started as a revolutionary idea — a doll that inspired girls to explore their limitless potential. Today, BarbieTM continues to empower self-discovery that unlocks a world of possibilities for tomorrow. The current collaboration grew from the great match this vision makes with G-SHOCK, a watch brand that supports free-thinking, tough women with strength at their core.

The new shock-resistant watch is based on the GMA-S110, which features an intricate, dimensional design achieved by layering small components. The watch has a sleek monochromatic pink color scheme, accented with subtle variations across each component. The BarbieTM logo appears on the band loop and at the 3 o’clock position, and a heart-motif indicator adorns the inset dial at the 9 o’clock position. The band and case back also boast the famous BarbieTM silhouette, further projecting the BarbieTM worldview. The new watch also comes in special packaging inspired by BarbieTM doll boxes, aiming to deliver the same excitement people have always felt when unboxing a new BarbieTM doll.