Opening in Milan's Trendy "Corso Como" Area

The opening event for "G-SHOCK Corso Como," the fourth G-SHOCK antenna shop in Europe, was held on November 27th.

The event was attended by Italian industry professionals and many fashion magazine editors. From Japan, G-SHOCK developer Mr. Kikuo Ibe participated and shared the development story of G-SHOCK in Italian. His humorous speech was met with great applause.

In Japan, there are four "G-SHOCK antenna shops" located in Odaiba, Marunouchi, Hakata, and Sendai. In Europe, "G-SHOCK Corso Como" in Milan, Italy, marks the fourth store.

Indeed, the popularity of Japanese G-SHOCK watches is growing year by year overseas. In Italy, where this new store has opened, its popularity is also on the rise. G-SHOCK is increasingly being sold not only in watch shops within Milan but also in select boutiques.

Adopting a Minimalist Design

Historically, many brand direct stores have adopted a uniform interior and design worldwide. At the shop entrance, a G-SHOCK wall objet, familiar from G-SHOCK shops in Japan, is indeed present. However, "G-SHOCK Corso Como" in Milan has intentionally incorporated a unique design concept.

"To make the most of the limited 50 square meter space, our first priority was to simplify the fixtures," says Tomoo Kato, President of Casio Italy. This ensures that the distinctive G-SHOCK products, among others, stand out. Furthermore, the central fixture is placed at a slight angle, a thoughtful touch to make it easier for customers to view the products.

The current trend for G-SHOCK in Italy shows strong support for models like the GA and GB series, predominantly from customers in their 20s and 30s. Recently, however, there's been a growing appreciation from watch connoisseurs in their 40s and 50s as well.

Italy is known globally for its high per capita ownership of watches. Perhaps due to this national characteristic, meticulously crafted Japanese products are gradually gaining recognition. This is because no other watch offers the unique concept of "shock resistance."

With the Milan Expo scheduled for May 2015, Milan is currently undergoing significant urban redevelopment. Corso Como, where "G-SHOCK Corso Como" has opened, is a trendy area drawing attention as a redeveloped commercial zone. Italian select shops and apparel stores are opening one after another in the same vicinity. This is a shop worth visiting if you're traveling to Milan, Italy.