CASIO Middle East Launched a Limited Edition Watch Collection through World First Art Initiative, “Creativity for a Cause”
CASIO Middle East continues to support and engage the community during a time of uncertainty
- The collection is inspired by His Highness Sheikh Mohammed bin Rashid Al Maktoum’s saying, “This time shall pass”
- The collection was in collaboration with Arab Watch Guide and was the first art initiative of its kind, which saw two regional artists compete with over 3,000 people voting in a matter of hours for their favourite design
- The collection sold out in under ten minutes on the Arab Watch Guide online store
- 30% of all earnings made from sales were donated to Emirates Red Crescent to support the community during this time of crisis
- CASIO Middle East continues to support emerging talent from the region, especially during this time of uncertainty
Dubai, UAE – June 2020 — Inspired by His Highness Sheikh Mohammed bin Rashid Al Maktoum’s saying, “This time shall pass”, CASIO Middle East launched a live art competition, Creativity for a Cause. The first initiative of its kind, the limited edition collection was a collaboration with Arab Watch Guide plus regional artists Diaa Allam, @na7tdesigns, most notably known for his Arabic calligraphy, and digital visual artist Stephany Sanossian, mostly known with the art of collage @stephanysanossian. The competition saw the two artists customise the strap design of the G-SHOCK live on Zoom with over 3,000 art enthusiasts voting for their favourite design in a matter of hours.
As voted for by fans, the winning design by Diaa Allam was produced as a limited edition collection and sold through the Arab Watch Guide online store across the MENA region. The collection, which sold out in just ten minutes, was a true showcase of CASIO Middle East’s mission to “create new culture” whilst delivering exclusive and innovative products for its fans.
Hassan Akhras, Founder of Arab Watch Guide, commented on the collaboration: “This was my third collaboration with G-SHOCK Middle East in two years and the most successful one to date. The idea behind this edition was to showcase our solidarity in tough times and our ability to keep creating and innovating. The success was unprecedented; in a matter of hours, over 3,000 watch aficionados had voted for their favourite design, texting to order their piece even before the voting had ended. The edition being sold in 10 minutes is a cherry on top of a very successful initiative from inception to completion.”
Koji Naka, Managing Director at CASIO Middle East, also commented on the initiative: “We launched this collaboration with the objective of keeping our fans entertained, engaged and connected, during this tough time. The contest between the two artists allowed us to continue our support for emerging talents, providing them with a platform to showcase their artistic skills. The “making of” the watch strap design was not just a unique moment but a world first that brought entertainment to over 3,000 watch connoisseurs within our community and allowed all to be part of the G-SHOCK creative journey.”
Mahmoud Jabsheh, General Manager of the CASIO Middle East Timepiece Sales Division added: “Through this collaboration, we have reached art enthusiasts who are looking for exclusive timepieces with creativity at the foundation. Our objective is to always stay close to our customers, continue to understand their tastes and deliver timepieces that satisfy this. The G-SHOCK x Arab Watch Guide limited edition collection was another fantastic G-SHOCK collaboration in the MENA region that allowed us to do just that. We have not only reached out to our fans, who are passionate about art and creativity, but also contributed to the community, as through the agreement with AWG, 30% of earnings were donated to support those in need during the crisis.”
The G-SHOCK x Arab Watch Guide collection upholds CASIO’s innovation and desire to bring joy to people’s lives and to help create ‘new cultures’. Through the creativity of the artists’ collaboration, CASIO Middle East’s production and the selling via Arab Watch Guide, alongside the contribution of donations to charity, upholds the company creed to ensure ‘creativity and contribution’.
About CASIO Middle East FZE
CASIO Middle East FZE is the regional subsidiary of CASIO Computer Co. Ltd., overseeing sales and marketing activities across the Middle East & Africa. CASIO has been supplying products to countries in the Middle East & Africa through sales agents since the mid-1970s. Beginning in October 2013, CASIO Middle East FZE has been working in tandem with sales agents in each of the countries and carrying out sales and marketing activities tailored to these countries. By promptly supplying products and services suited to local tastes and lifestyles, the company intends to popularize CASIO products and expand its business in the region.
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