CMG Strengthens G-SHOCK with World-Class Fighter “Superbon Singha Mawynn” as Brand Ambassador, Driving Market Impact with the “TOUGH LIKE YOU” Campaign Targeting Young Sports Enthusiasts

CMG Strengthens G-SHOCK with World-Class Fighter

“Superbon Singha Mawynn” as Brand Ambassador,

Driving Market Impact

with the “TOUGH LIKE YOU” Campaign Targeting

Young Sports Enthusiasts

November 18, 2024 – Central Marketing Group Co., Ltd. (CMG), a member of Central Group and the official importer and distributor of G-SHOCK, the iconic brand known for its unmatched durability, has launched the powerful “TOUGH LIKE YOU” campaign. This initiative aims to engage the new generation of sports enthusiasts while partnering with ONE Championship to introduce world-renowned Muay Thai fighter Superbon Singha Mawynn as Brand Ambassador, reinforcing G-SHOCK’s image as the ultimate tough watch.

Ms. Jitrudee Panitpon, Head of Fashion and Watch Category of Central Marketing Group (CMG), stated that Thailand’s watch market is poised for continued growth but there are also challenges from emerging technologies. G-SHOCK remains a strong and highly recognized brand in the Thai market, celebrated for its shock-resistant durability and robust functionality. With a diverse range of designs and price points—from budget-friendly to premium—G-SHOCK meets the needs of a wide customer base, particularly those seeking stylish watches with comprehensive features. As a result, G-SHOCK continues to be a top choice in Thailand’s watch market.

Strategic Marketing Focus for 2025

Heading into late 2024 and beyond, G-SHOCK will focus on Brand Ambassadors who align closely with the brand’s DNA to highlight its strengths and resonate with target audiences. The marketing strategy will revolve around the FAMS concept (Fashion, Art, Music, Sport), creating meaningful engagement and strengthening brand loyalty. By targeting new demographics, particularly young, active individuals who value sports and durability, G-SHOCK aims to expand its reach. The plan also includes developing new models that incorporate cutting-edge technology to cater to modern user demands.

With over 43 years of unmatched strength, G-SHOCK solidifies its legacy as a global icon. Renowned for its toughness and celebrated worldwide for more than four decades, G-SHOCK stands as a symbol of limitless resilience. Recognizing Thailand as one of its key markets in Asia, Central Marketing Group (CMG), a member of the Central Group, continues to seek new opportunities to expand its reach.

Ms. Jitrudee highlighted that the sports enthusiast market offers tremendous potential. “With the growing focus on health and outdoor activities, this segment presents significant growth opportunities. These consumers demand products that are both durable and stylish—qualities that are synonymous with G-SHOCK.”

To address this demand, G-SHOCK introduces Superbon Singha Mawynn, Thailand’s world champion kickboxer and interim featherweight titleholder, as the Brand Ambassador for the G-STEEL GM-2110D Metal Series. Superbon embodies the brand’s core values of strength, endurance, and standout style, aligning perfectly with G-SHOCK’s commitment to creating timepieces that are ready for any challenge. Through the new “TOUGH LIKE YOU” campaign, Superbon becomes the face of G-SHOCK, sharing his inspiring journey of success and discipline with the brand’s target audience. This partnership not only amplifies G-SHOCK’s credibility but also motivates a new generation to embrace its philosophy of resilience, tough and bold design. G-SHOCK continues to lead as the watch that redefines toughness, making a statement in every moment.

The Iconic G-SHOCK G-STEEL GM-2110D Metal Series (10,900 Bath): The Perfect Fusion of Fashion and Durability. The G-SHOCK G-STEEL GM-2110D Metal Series is the perfect blend of fashion and function, embodying the brand’s signature toughness. Its luxurious yet durable metal case makes it suitable for both everyday wear and special occasions, offering both functionality and distinctive style.

Additionally, CMG has partnered with ONE Championship, the globally renowned martial arts organization, to further engage the passionate sports community. This collaboration perfectly aligns with G-SHOCK's identity, known for its sportiness and resilience. With a strong fanbase, ONE Championship provides an ideal platform to connect with the target market. As we enter the final quarter of the year, the brand anticipates continued success this powerful campaign and ongoing partnerships. The company plans to roll out several marketing activities over the end of next year to deepen engagement and enhance brand awareness, creating lasting experiences with G-SHOCK across the country.

Discover the G-SHOCK G-STEEL GM-2110D Metal Series at leading department stores, authorized retailers, or online at https://www.casio.com/th/