The Barbie movie might feel like a distant memory at this point, but the collaborations somehow keep coming. The latest? There’s an official Barbie-branded G-Shock on the way.
Casio has announced the watch as part of its 2025 lineup, and it’s every bit as bright, bold, and pink as you might imagine it to be … even if it isn’t quite as out there as the Impala x Barbie Lightspeed inline skates.
It’s based on the popular GMA-S110 watch, a smaller version of the industrial-styled GA-110 that launched in 2010, and features a watch face that layers a number of small components to create a three-dimensional design.
Courtesy of Casio
In the GMA-S110BE, as the Barbie edition will be known, each of these components has a slightly different pink hue, along with some subtle themed variations. This includes a Barbie logo at 3 o’clock and a heart motif indicator on the inset dial at 9 o’clock.
The logo features again on the matching pink strap, while the case back is engraved with Barbie’s trademark side profile silhouette.
Courtesy of Casio
Courtesy of Casio
Away from the Barbie theme, you can expect all of the features of a regular GMA-S110, which means it is a mixed digital and analog watch, with 29 time zones across 48 cities. It features a shock-resistant structure, with 200-meter water resistance, and the option for five daily alarms, a 1/1,000-second stopwatch and countdown timer, plus an auto LED light.
It joins a trio of other pink-hued G-Shock watches launching this year —the GMA-P2100PP, GMD-S5610PP, and the GMA-S140PP—and Casio isn’t alone in betting big on pink once again in 2025. Oris has just announced the ProPilot X Miss Piggy Edition, for example, with its bright pink watch face taking its inspiration from everyone’s favorite Muppets diva (as well as a spyhole on the caseback revealing the character’s glamorous portrait), while Bremont has also launched the Terra Nova 38 in an eye-catching bubblegum pink—limited to 250 pieces.
Whether this continuing penchant for pink is due to the Barbie effect, 18 months on from the movie’s release, it’s hard to be sure—but it feels unlikely. However Casio is clearly hoping that the Barbie branding still has some stiletto-wearing legs in it yet. Danielle Thom, the curator of the Design Museum’s Barbie exhibition thinks its cross-generational pull is timeless.
Courtesy of Casio/Mattel
“A key reason for Barbie’s appeal as a collaborator is the longevity of the brand, having been a dominant cultural presence since 1959,” she tells WIRED. “Rightly or wrongly, Barbie is also associated with a well-defined set of assumptions and values—femininity, accessible glamour, empowerment, and friendship. Any brand collaborating with Barbie can expect some of that magic to transfer over.”
The GMA-S110BE will be available in the US and Europe in March.
