G-SHOCK Partners with Extra Butter to Expand Presence in India’s Lifestyle Market

Casio’s iconic watch brand G-SHOCK has partnered with Extra Butter, a premium lifestyle boutique known for its influence on global streetwear and fashion culture.

The collaboration marks G-SHOCK’s deeper push into India’s design-forward retail scene, with its signature timepieces now available at Extra Butter’s Mumbai outlet and through its online platform.

The partnership aims to bridge G-SHOCK’s longstanding heritage of durability with Extra Butter’s curated aesthetic.

Among the models being introduced are the DW-5000R and several other classic designs.

The initiative is positioned to make G-SHOCK more accessible to Indian consumers looking for robust watches that also reflect contemporary style preferences.

A notable aspect of this launch is the return of the limited-edition Casio Ring Watch. Originally released as a collectable item, the watch sold out quickly during its first run.

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G-SHOCK has now released 20 additional pieces exclusively through Extra Butter—a rare opportunity for collectors and enthusiasts to acquire one of the brand’s most distinctive pieces.

Takuto Kimura, Managing Director of Casio India, emphasised the strategic importance of the collaboration, stating, “Our partnership with Extra Butter Mumbai gives us a unique platform to engage with the new generation of creators and tastemakers in India.” He noted that G-SHOCK’s appeal lies in its blend of style, culture, and resilience—traits increasingly valued by a younger, design-conscious audience.

Extra Butter’s founder, Ankur Amin, also commented on the partnership, saying it reflects a mutual focus on impactful design and storytelling. “We’re excited to bring their legendary watches to our audience, both in-store and online,” Amin said, underlining how the partnership complements Extra Butter’s ethos of offering a thoughtfully curated mix of products.

The collaboration underscores a larger trend of heritage brands aligning with boutique retailers to remain culturally relevant in a fast-evolving retail landscape.

By aligning with Extra Butter, G-SHOCK not only expands its distribution footprint but also connects with a segment of consumers who value both performance and design.

G-SHOCK watches are now officially available at Extra Butter’s Mumbai store and on its e-commerce platform.