Take a Joy Ride This Summer with Baby-G

Baby-G Mixes It Up With Joyrich on a New Collaboration

DOVER, NJ, — 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 women’s watch is poised to send wearers on a “wild ride” when the limited-edition model hits stores this July.

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.

“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!”

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 of Casio 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 www.joyrichstore.com during the month of June and at select Nordstrom, Bloomingdales and Macy’s stores in July for an MSRP of $110. Please visit www.baby-g.com for more information and great women’s watches.

###

About Casio America
Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world’s leading manufacturers of consumer electronics and business equipment solutions, established in 1957. Casio America, Inc. markets calculators, keyboards, digital cameras, mobile presentation devices, disc title and label printers, watches, cash registers and other consumer electronic products. Casio has strived to realize its corporate creed of “creativity and contribution” through the introduction of innovative and imaginative products. For more information, visit www.casiousa.com.

About Joyrich
Urban luxury brand Joyrich was established in 2007 by Owner Tom Hirota. David Melgar, head Designer and Creative Director of the brand, exudes a unique design aesthetic that not only stands out in the crowd of local fashion houses in Los Angeles, but globally pierces the fashion industry as the company has eleven stores worldwide. The brand has a vastly growing and diverse celebrity following within the entertainment industry for its notably admired statement pieces that range between clothing, bags, jewelry, footwear, and other accessories. As a luxury street wear brand, Joyrich conveys a wildly eccentric twist on fashion and predominantly allows others to express themselves through their designs.