Would you have ever imagined Ke$ha would design a line of watches? Headdresses, maybe. So when watch brand Casio announced Ke$ha as its brand ambassador, we weren’t so much shocked by the pairing, but by the brand itself. Baby-G watches have been off our radar since the late ’90s — though they’ve certainly been dearly missed. Is this an attempt to revive the candy-colored watches?
According to WWD, the brand chose the singer to help “reinforce the brand’s message of youth, fashion and sport in the U.S.” Aware that today’s generation would rather use their phone to check the time, Casio hopes to reinvent itself with a focus on fashion. Ke$ha will offer her eye by designing two products under the Baby-G line, as well as appearing in the brand’s fall advertising campaign. One of the designs will arrive in stores next year. Perhaps it will be covered in dollar signs graffiti and gold glitter?
This is the first time in years that Casio has upped the publicity for its Baby-G watches, as its main focus has been the G-Shock brand. Also as mentioned before, this massive campaign came out of nowhere. Polaroid made a similar move earlier this year, when they gave Lady Gaga a position as creative director for their new line of cameras — and so far it’s been doing wonders for the brand.
So will Kesha’s party image and hit singles skyrocket the retro wear into modern technology success? Will teenagers worldwide soon turn to their 2010-friendly Baby-G’s instead of their iPhones for the time? Only time will tell.