CASIO Middle East and Africa will bring G-SHOCK back to Sole DXB in December 2025, marking another appearance at the regional festival that blends fashion, music, art, and design. The brand is preparing a larger booth presence for this edition, aiming to create a more interactive environment for visitors attending the three-day event at Dubai Design District.
Festivalgoers will have early access to several upcoming G-SHOCK releases, including a limited Sole DXB collaboration watch carrying the festival’s logo. The model will be available only during the event and in restricted quantities, a familiar approach for brands using the festival as a testing ground for region-specific demand. G-SHOCK will also highlight its ongoing partnership with designer NIGO, whose collaborations often draw attention in streetwear circles. The showcase is positioned less as a celebration of exclusivity and more as a reflection of how watchmakers continue to rely on cultural partnerships to maintain relevance across younger audiences.
Visitors will also see the G-SHOCK Ring, known as G-SHOCK nano, introduced for the first time in the region. The device, which represents a move beyond traditional wristwatches, signals the brand’s interest in broadening its wearable lineup. Alongside these releases, a selection of current models will be available for purchase at the booth, giving attendees a direct retail experience rather than pushing them to external channels.
The participation at Sole DXB fits within G-SHOCK’s long association with music and youth-oriented subcultures. While the brand frequently references its history of durability and design experimentation, its presence at the festival is more about maintaining visibility in a market where cultural events increasingly serve as launchpads for lifestyle products.
CASIO Middle East and Africa oversees distribution and marketing for the region, working across categories that include watches, instruments, and educational tools. Its stated approach focuses on localized strategies rather than one-size-fits-all global messaging, a necessity for markets with widely varying consumer expectations. G-SHOCK, first introduced in 1983, built its reputation on shock-resistant design and has expanded over the decades through periodic material updates and collaborations across music, fashion, and sport.
Sole DXB continues to grow as a cultural event, with the 2024 edition drawing over 38,000 attendees from more than 85 countries. Its mix of performances, fashion showcases, art installations, sports programming, and food vendors has helped the festival develop into a regional gathering point for brands seeking direct engagement with diverse audiences. The platform offers visibility not only to global players but also to emerging regional creators who use the event to connect with new communities.
