Casio Middle East & Africa has introduced the G-SHOCK x Neon Genesis Evangelion collaboration in the UAE, marking 30 years since the anime series first aired. The release arrives as Evangelion continues to maintain cultural relevance well beyond its original 1995 debut, appealing to long-time followers as well as a newer generation familiar with the franchise through films, merchandise, and collaborations. The watch was recently presented to the public at Sole DXB in Dubai, offering collectors and fans an early look during the region’s annual contemporary culture festival.
Rather than positioning the watch as a radical departure for either brand, the collaboration builds on established ground. The GA-110 model, which also formed the basis of the first Evangelion x G-SHOCK release in 2010, serves as the foundation. Its selection reflects continuity rather than novelty, anchoring the design in a familiar G-SHOCK silhouette known for durability and oversized styling.
The creative direction was led by Ikuto Yamashita, the mechanical designer closely associated with the Evangelion universe. His involvement ensures visual consistency with the series rather than a loose thematic interpretation. EVA Unit-01, a central element of the anime, is referenced throughout the watch design. Details include horn-inspired elements on the band, a Unit-01 face integrated into the bezel, and a longer strap illustration depicting the character’s arm holding the Spear of Longinus. Casio’s surface-finishing techniques are used to translate Yamashita’s detailed artwork onto the watch components, aiming for accuracy rather than abstraction.
Additional references are distributed across the dial and case. The inset dial at the 9 o’clock position draws from the design of Sachiel, the 3rd Angel, while a prominent Y-shaped motif references caution markings commonly seen in the series. Branding elements are kept specific to the collaboration, including “neon genesis” text on the band loop, the NERV logo at the strap tip, and a 30th anniversary engraving on the case back.
The watch is presented in special edition packaging that reflects the collaboration’s source material without overwhelming the product itself. In practical terms, it remains a G-SHOCK, retaining the line’s standard expectations around shock resistance and everyday wearability, while layering in visual elements aimed at fans of the franchise.
Now available at selected G-SHOCK stores and authorised retailers across the UAE, the G-SHOCK x Evangelion GA-110 sits at the intersection of anime culture and collectible timepieces, appealing to enthusiasts of both without attempting to redefine either category.
