MUMBAI: G-Shock has found its perfect match in Extra Butter, proving that even the toughest watches need a bit of street credibility. The Japanese timepiece titan has struck a partnership with the Mumbai-based concept boutique, bringing its legendary “absolute toughness” philosophy to India’s fashion-forward crowd.
The deal sees G-Shock’s most iconic models, including the battle-tested DW-5000R, landing on Extra Butter’s shelves and digital storefront. But the real prize? Twenty pieces of the mythical Casio Ring Watch—a collector’s item that vanished faster than free samples at a department store—will be available exclusively through the partnership.
Casio India managing director Takuto Kimura 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.”
Extra Butter’s founder Ankur Amin 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.”
The partnership marks G-Shock’s boldest play yet in the Indian market, where streetwear culture is exploding faster than a dropped smartphone screen. By aligning with Extra Butter—a brand that’s made its name curating the coolest kicks and threads—G-Shock is betting big on India’s emerging wave of style mavens.
The timing couldn’t be better. India’s youth are hungry for brands that speak their language of authenticity and rebellion. G-Shock, with its four-decade legacy of surviving everything from skateboard crashes to military operations, fits the bill perfectly.
The watches are now available both at Extra Butter’s Mumbai store and online, offering collectors and first-time buyers alike a chance to strap on some legendary toughness. Whether you’re a streetwear obsessive or simply someone who believes watches should survive longer than your last relationship, this partnership promises timepieces that tick all the right boxes.