Baby-G takes a joy ride this summer

| June 19, 2013 | 1 Comment

Baby-G takes a joy ride this summer, Casio Baby-G has struck fashion gold with its newest designer collaboration partner, L.A. street wear brand, Joyrich! Coupling Baby-G’s fierce and fashionable aesthetic with Joyrich’s notoriety as wearable art, this timepiece is poised to send wearers on a “wild ride” when the limited-edition model hits stores this July.


Baby-G takes a joy ride this summer

Joyrich, a label made famous for its own creative collaboration of Japanese street fashion mixed with the relaxed, carefree vibe of Los Angeles, lends a great vision and spirit to Baby-G’s collaboration portfolio with the BG6900JR-4 model.  With a leopard band paying homage to Joyrich’s panache for prints, the matte beige resin bracelet and gold dusted dial pops against a warm sun-kissed tan – another West and East Coast staple for the summer season.  The Joyrich logo is emblazoned on the dial as an invitation for fashionistas everywhere to have fun with their fashion choices and not be afraid to take risks … with their wrists!  Whether to accent an ensemble saturated with vibrant color, pull together an already-animal printed look, or slowly work prints into a basic wardrobe, women can take a walk on the wild side without ending up in the jungle.

Baby-G takes a joy ride this summer

“We’re thrilled to team up with Baby-G on a watch that we know resonates so well with the hip, modern woman,” said Designer and Creative Director of Joyrich David Melgar.  “Our fans have a great energy and totally uninhibited fashion sense – they like to play with their looks, spin their style and experiment.  The Baby-G woman is likewise confident and fearless with her choices, which we love and know will also love this timepiece!”


Baby-G takes a joy ride this summer

Setting off the untamed design details created by Joyrich, the watch features Baby-G’s signature functionality and shock resistance, 200 meter water resistant structure, an EL backlight, 48-city world time, three multi-function alarms, 1/100th second stopwatch, countdown timer, and 12/24 hour formats.  This timepiece has everything that the fashion-forward maven needs to stay on-trend and on-time.

“We’re so excited to find such a free-spirited partner in Joyrich,” said Shigenori Itoh, Chairman & CEO ofCasio America. “Our consumer bases are so aligned – each with women looking for twists on their typical fashion choices.  It’s also so refreshing to see two Japanese-born brands bring Tokyo trends home to the U.S; this will be a great addition to our timepiece portfolio!”

The BG6900JR-4 model will be available exclusively at Joyrich’s flagship store on Melrose in Los Angeles, CA and their online boutique during the month of June and at select Nordstrom, Bloomingdales and Macy’s stores in July for an MSRP of $110. Please visit for more information.

Category: Accessories, Brand, fashion, jewellery

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Editor - A Beauty Feature Career working in London, Hong Kong, S.E Asia, China, USA and Australia. Licensed Beauty Therapist /Trainer in New York, Chicago, California and Australia. A Beauty Feature Editor since 2010 New York Beauty Correspondent since 2011

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