BABY-G

BABY-G was first launched in 1994 as the women's alternative to the G-SHOCK watch. Also inspired by the ethos of "ultimate toughness," BABY-G models were re-designed to feature slimmer case sizes and a feminine aesthetic - they were an instant hit amongst the teenage community and the line solidified the rise of digital watches in women's fashion.

Known for a variety of pop-cultural collaborations, most recently with a Pikachu inspired watch in collaboration with Pokémon, BABY-G exemplifies the meeting of fashion and function for the vibrant, active woman with watches that are stylish, bold, tough and chic. Wholesale E: Photo credit: Courtesy of BABY-G