National, 27th May 2025: G-SHOCK, the global pioneer of toughness in watchmaking, proudly announces its partnership with Extra Butter, a globally renowned concept boutique and premium lifestyle brand. This association brings the brand’s iconic “Absolute Toughness” philosophy to life wherein G-SHOCK’s celebrated timepieces, including the DW-5000R and other iconic styles, will now be available at Extra Butter’s Mumbai store and online platform, offering fans a seamless way to experience the brand’s legacy of innovation and style.
Adding further excitement to the launch, 20 pieces of the highly coveted Casio Ring Watch—a collectible that sold out almost instantly during its initial release—will now be available exclusively at Extra Butter. With only a limited number brought back for this drop, this is a rare second chance for collectors, loyalists, and trendsetters to own one of the most sought-after pieces from Casio.
This partnership marks a bold new chapter in G-SHOCK’s India journey, connecting with an audience that thrives on originality, expression, and cultural depth. By partnering with Extra Butter, a brand known for its curated approach to fashion, sneakers, and street culture, G-SHOCK reinforces its relevance in the lifestyle and fashion space. The collaboration promises to bring fresh energy to the Indian retail scene, blending immersive design with iconic timepieces in a way that’s both functional and deeply expressive.
Speaking on the occasion, Takuto Kimura, Managing Director, Casio India, said, “G-SHOCK has always stood at the intersection of style, culture, and resilience. Our partnership with Extra Butter Mumbai gives us a unique platform to engage with the new generation of creators and tastemakers in India. We are confident that this partnership will resonate with individuals who define strength on their own terms and reflect our evolving engagement with India’s emerging wave of tastemakers.”
Ankur Amin, Founder, Extra Butter, added: “Our partnership with G-SHOCK is rooted in a shared commitment to design that disrupts and storytelling that connects. We’re excited to bring their legendary watches to our audience, both in-store and online, further enriching our curated selection of lifestyle products.”
With G-SHOCK’s legacy of toughness and innovation, and Extra Butter’s deep influence on streetwear and sneaker culture, the partnership creates a space where style meets substance, street blends with sophistication, and design is built to last. Whether collectors, streetwear enthusiasts, or first-time G-SHOCK buyers, this collaboration is designed to spark curiosity, build connections, and celebrate the enduring spirit of toughness. G-SHOCK watches are now available at Extra Butter’s store and online.
