Casio’s G-SHOCK turns to Vicky Kaushal to write its most mmbitious India chapter yet

Casio India has launched ‘Unfazed by Time’, a brand film for G-SHOCK featuring Bollywood actor Vicky Kaushal, centred on themes of resilience, composure, and individuality.

At the heart of the campaign is the Luxe Black series — a refined 2100 lineup interpretation defined by deep matte tones, metallic contrasts, and disciplined minimalism.

Directed by Raylin Valles of Ducktape Studios, the film places Kaushal in high-intensity situations where external chaos is met with unshakable composure.

Founded in 1983 and born from Kikuo Ibe’s mission to craft an indestructible watch, G-SHOCK has since retailed over 100 million units across 100 countries.

India’s watch market was valued at USD 6.7 billion in 2025, on course to reach USD 10.4 billion by 2034 at a CAGR of 5 per cent.

Within that, premium and luxury segments are tracking above 30 per cent annual growth as branded timepieces become aspirational identity markers for India’s rising middle class.

Casio India, present since 1996, operates over 61 exclusive stores nationally, with G-SHOCK flagships in Mumbai, Bengaluru, and New Delhi anchoring its experiential retail push.

In August 2025, Casio India commenced local manufacture of watch models, deepening its Make in India commitment and sharpening supply-chain agility ahead of the festive season.

G-SHOCK competes in India’s sports and lifestyle watch segment against Titan’s Fastrack, Timex, and Fossil — while TAG Heuer, Seiko, and Movado contest the premium mindshare.

The celebrity-watch brand alliance is well-established in India — Movado chose Sidharth Malhotra, Daniel Wellington aligned with Ayushmann Khurrana, and Vicky Kaushal himself once endorsed Fire Boltt smartwatches.

Kaushal’s proven cross-category appeal — spanning budget wearables to premium sports timepieces — is a rare asset that G-SHOCK is now deploying with clear intent.

As India’s watch retail landscape premiumises, this campaign signals G-SHOCK’s determination to evolve beyond utility and claim genuine lifestyle brand status.

Editor’s Note

India’s watch consumer is no longer just buying time — they are buying identity, aspiration, and a statement of who they are becoming.

The convergence of Bollywood influence, premiumisation, and Make in India manufacturing is creating conditions that no watch brand can afford to ignore.

The market is rewarding storytelling as much as engineering — and consumers are sharper than ever about authenticity.

What makes the G-SHOCK–Vicky Kaushal equation particularly compelling is the authenticity premium Kaushal brings.

He carries a real-world grit that connects with Gen Z without alienating millennials — a bridge very few brand faces can build.

For India’s watch retail ecosystem, the outlook is genuinely exciting.

Brands willing to invest in the right narrative, a strong distribution spine, and calibrated celebrity alignment will find India’s wrists — and wallets — wide open.