Home > News > 2010 >

Casio Releases New Baby-G Watches in Collaboration with Hellz

Collaboration with the New York Street Fashion Brand
Gives a Modern Twist to 80's-Inspired Designs

  • August 05, 2010

Special Package
Special Package

TOKYO, August 5, 2010 — Casio Computer Co., Ltd., announced today the release of two new Baby-G shock-resistant watches for women, the BG-5600HZ-7 and BG-5600HZ-9, both of which were created in collaboration with the New York street contemporary fashion brand Hellz.

Fashions made popular in the 1980's have captivated today's fashionistas. Bold colors and daring designs have been reimagined to give women a radical alternative to classic styles. Casio's new Baby-G special edition models boast all the good looks of Hellz, a contemporary clothing brand catering to the growing class of free-thinking youth. The BG-5600HZ-7 and BG-5600HZ-9 add sass to the fashionable Baby-G design with its homage to 80's pop culture.

Baby-G, Casio's leading women's brand, offers a colorful and chic accent to any trendsetter's wardrobe, while the Hellz brand reintroduces strength, individuality and empowerment to women. The broad spectrum of the Hellz design spans from punk chic to sophisticated couture and deliberately challenges social norms on the roles of femininity and masculinity.

"Hellz is proud to collaborate with Casio on the special edition Baby-G styles," said Lanie Alabanza-Barcena, founder and creative director of Hellz. "When I was a teenager, I spent my first paycheck on a Baby-G watch and became a genuine fan of the brand. Now it is coming full circle as I am honored to put a Hellz spin on a watch I have grown up with."

The BG-5600HZ-7 "polka dot watch" stems from Lanie's love of the 80's. The polka dot was a universal pattern that everyone used to wear growing up in that decade. The BG-5600HZ-9 "taxi cab watch" pays respect to the great streets of New York City, the birthplace of Hellz *1. For Hellz, yellow cabs have been the lifeline of the company since its early stages and have been there through thick and thin.

  • *1 Hellz is currently a bi-coastal brand with design in Los Angeles and its marketing, sales in New York.

The two designs are fun and playful, adding a cool and funky element to one's look. Featuring capabilities for the fashionista on the go, the BG-5600HZ-7 and BG-5600HZ-9 models are shock resistant and water resistant up to 100 meters. The new watches also feature an EL backlight with afterglow, world time, five daily alarms and countdown timer.

Body color

About Hellz

Since 2005, Hellz has provided fashion alternatives for the bold fashionista with edgy tops, jackets, denim and accessories, influenced by all things subversive; from the gritty streets of New York to sexploitation flicks of the 1960's and 1970's. Headquartered in Downtown, Los Angeles, Hellz is a contemporary clothing brand catering to the burgeoning class of rebellious youth. Interconnected and ever opinionated, this global community consisting of artists, musicians, and designers lead the world in the creation of subculture. Hellz recognizes this class and celebrates their movement. Helmed by founder and creative director Lanie B., Hellz is blazing a bold new path in redefining the aesthetic of modern fashion. Lanie's philosophical approach draws from the fine balance of constraint and restraint, walking the fine line between high and low.

Main Specifications of New Products

Water Resistance
100 meters
Main Functions
World time for 48 cities (29 time zone, daylight saving on/off); 1/100-second stopwatch; countdown timer; 5 independent daily alarms (of which 1 snooze alarm); hourly time signal; button operation tone on/off; full auto-calendar; 12/24-hour format; EL backlight with afterglow
Accuracy at Normal Temperature
±30 seconds per month
Approx. Battery Life
3 years on CR1616
Size of Case / Total Weight
43.1mm×40.4mm×12.2mm / 37g

Top of page

Share this page

Print this pagePrint this page